Yes, BasketCases Is Open!
BasketCases is a cozy little gift shop nestled in Regina’s Warehouse District. It’s filled with candles, chocolates, coffee, stuffed animals—and of course, baskets. Almost everything in the store comes from Canadian brands, with many made locally right in Saskatchewan.
Ashley Donald is the proud owner of BasketCases today, but just a few years ago, she was one of its regular customers. She often stopped in to buy gift baskets for work and even gave a few out as thank-you gifts at her own wedding.
In 2019, Ashley saw a post on Facebook post that stopped her in her tracks – the shop was for sale. At first, she thought it was just a fun idea. But the more she thought about it, the more it made sense. She had worked in retail, banking, and admin, and decided to take the leap. A few months later, she owned the business.
She decided to bring the shop back to the Warehouse District where it had once been located. Her goal was to reconnect with long-time customers and bring fresh energy to a familiar name. The first few months went well.
Then, in March 2020, the pandemic hit.
At first, like many small business owners, Ashley panicked. But she had already set up a website, so she could still process orders even though her shop was closed to customers. She filled and delivered baskets herself. Sometimes she had to make substitutions due to supply issues, but her customers understood.
Online sales grew quickly. Before the pandemic, most customers came in person. By mid-2020, online and phone orders made up half of her business.
The challenges did not stop there. Prices began to rise. Everything from crackers to packaging became more expensive. Ashley had to think carefully about what to stock. She focused on value and presentation, making sure that each basket looked as good as it cost.
Marketing was also a struggle. Ashley, like many small business owners, felt overwhelmed by the cost and complexity of advertising. She signed up for a social media marketing bootcamp to better understand the tools available. This helped her feel more confident when talking to agencies.
She also had a tough time finding the right payment processor. After going through several companies with confusing fees and hidden costs, she switched to Moneris and finally found transparency and stability.
Ashley runs the store mostly by herself, though her family helps when they can. Her daughter Brinley often helps with deliveries and loves being part of the business. Ashley’s mom helps during the busy holiday season, and her husband is her biggest supporter.
Today, Ashley is proud of the community she serves and the Canadian makers she supports. She has dreams of growing BasketCases in the future but still enjoys the small moments with her customers and family.
This week Al sits down with Ashley Donald, the owner of BasketCases, a prominent gift basket store in Regina. Ashley shares her inspiring journey of buying and running the business, discussing her origins, struggles, and future outlook.
Discover how she transformed from a dedicated customer to the “Chief Basket Case” herself, navigating the challenges of pandemic, inflation, and marketing, while also maintaining a strong community spirit.
Subscribe now to hear them as they publish each week!
You can learn more about BasketCases at basketcases.ca.
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