Blankets, Bubbles & Big Bucks: How Luxury Picnics Became a Thing

The recent heatwave across England and a sunny afternoon spent in the park sparked the inspiration for this blog post. As more people flock outdoors to enjoy the weather, it’s hard not to notice how the simple act of picnicking has been reimagined. What was once a casual blanket and basket outing has transformed into a high end, curated experience complete with gourmet food, bespoke décor, and personalised touches. This growing trend has given rise to the luxury picnic setup business, a niche that’s quickly carving out a name for itself in the world of event planning.

At its core, a luxury picnic setup business offers clients a turnkey solution for hosting elegant outdoor gatherings. These services typically include:

• Curated Themes: From bohemian chic to classic elegance, each picnic is styled to match the client’s vision.

• Gourmet Catering: Menus often feature artisanal cheeses, charcuterie boards, fresh pastries, and fine wines.

• Comfortable Seating: Plush cushions, low tables, and shaded canopies provide both comfort & aesthetic appeal.

• Personalised Touches: Custom signage, floral arrangements, and tailored playlists enhance the bespoke experience.

The appeal of luxury picnics lies in their ability to offer a unique, Instagram-worthy experience that combines the joys of outdoor dining with the sophistication of fine dining. This trend has been fuelled by a growing desire for personalised, memorable events that stand out from traditional gatherings.

Several companies have emerged as pioneers in the luxury picnic space, setting standards for quality and creativity, you can see a few below:

• The Luxury Picnic Company (UK): Based in London, they’ve collaborated with major brands like Meta, Amazon, and Disney to host events for up to 175 guests. Their services extend beyond picnics to include indoor events, catering, and gifting solutions.

• Pop Up Picnic Co. (USA): Operating in San Diego since 2012, they specialise in “pop-up” picnics that blend curated design with chef-inspired menus. Their experience in securing permits and selecting prime locations sets them apart.

• Picnic & Peonies (USA): Serving areas like D.C., Virginia, and New York City, they offer luxury picnics, bespoke tablescapes, and event planning services, catering to both intimate gatherings and large corporate events.

• Luxe Picnics by Les (USA): Known for their boho-style picnics in Florida, they’ve expanded to include a boutique offering gourmet grazing boxes and picnic essentials.

These brands exemplify the potential of the luxury picnic business, showcasing how creativity and attention to detail can transform a simple concept into a sought-after service.

Starting a luxury picnic business is an exciting venture that blends creativity with entrepreneurship. It begins with thorough market research to understand your target audience, local regulations, and competitors. With that insight, you can craft a solid business plan outlining your services, pricing structure, marketing strategy, and financial goals. Next, develop a unique brand identity that reflects your vibe, including your logo, colour palette, and tone of voice. Define your service offerings clearly detailing what’s included in each package and any premium add-ons. Invest in high-quality picnic essentials—think elegant tables, stylish seating, décor, and dining ware. Collaborate with local vendors like caterers, florists, or musicians to elevate your events.

Don’t overlook the legal side: secure all required licenses, permits, and insurance. If you're serving food, you must register with your local authority and follow food hygiene laws. Alcohol and entertainment may need a Temporary Event Notice. Public liability insurance and health and safety risk assessments are essential for protecting your business and clients. Take a closer look at some of the key UK regulations related to picnics and events by clicking the images below. They offer useful details to help you stay compliant when running your luxury picnic business.

To promote your business create a strong online presence, especially on Instagram and TikTok where visual storytelling thrives. Most importantly, prioritise an exceptional client experience—it’s the secret to glowing testimonials, referrals, and long-term success.

In today’s visually driven and experience hungry market, marketing is the lifeblood of a successful luxury picnic business. It starts with building a strong social media presence by consistently sharing high quality photos and videos of your setups, behind the scenes content, and authentic client testimonials to showcase your brand and attract attention. Collaborating with local influencers can also amplify your reach; their endorsement adds credibility and helps you tap into new, engaged audiences. Don’t forget your website: make sure it’s SEO optimised using relevant keywords, clear service descriptions, and location based terms to improve your visibility in search engine results. Client reviews play a vital role too; encouraging happy customers to leave feedback on platforms like Google, Yelp, and Facebook builds social proof and trust. Finally, invest time in networking by attending local markets, fairs, small business events, and joining online or in person business groups. These connections can lead to valuable partnerships, bookings, and word of mouth referrals all of which are essential for sustainable growth.

Consistency and authenticity in your marketing efforts will help establish your brand and attract a loyal clientele.

To deepen your understanding and refine your business approach, consider these books. Each one offers valuable insights into branding, event planning, customer experience, and entrepreneurial growth tailored to creative and service-based businesses:

• “Luxe Picnics Unveiled: How To Start A Luxury Picnic Business and Thrive”: A hands‑on, motivational guide for building a standout luxury picnic brand. It covers everything from styling and sourcing to marketing strategies and scaling for success.

• “The Art of Picnics: Seasonal Outdoor Entertaining (Picnic Ideas, Party Cooking, Outdoor Entertainment)": A beautifully curated collection of seasonal picnic ideas, elegant layouts, and delicious recipes. Ideal for anyone wanting to infuse their setups with creativity and flair year‑round.

• “How to Start a Luxury Picnic Business: Get Paid to Bring Joy to Your Customers with this Unique Idea” : PA beginner‑friendly roadmap focused on turning your love of picnics into a profitable venture. Includes practical advice on customer experience, pricing, and business basics tailored to celebration‑driven services.

“How to Start a Luxury Picnic Business : Luxury Picnics” : A beginner-friendly resource that lays out the key elements of launching your own picnic business. Ideal for anyone looking to understand the logistics, branding, and earning potential of the industry.

Click on each image to look at the above resources in more detail. These resources can equip you with the knowledge and tools needed to navigate the luxury picnic industry successfully.

The luxury picnic setup business presents a unique opportunity to blend creativity, hospitality, and entrepreneurship. By offering personalised, high-quality experiences, you can tap into a market that values memorable moments and aesthetic appeal. With careful planning, strategic marketing, and a commitment to excellence, your luxury picnic venture can flourish in this burgeoning industry.

Got a product, service, or brand that fits this vibe? I occasionally feature businesses that align with my blog’s audience. Feel free to reach out via the Contact page to chat collaborations or submissions.