What does the concept of "Subscription Gift Boxes" mean?
It's a themed box of products that you receive regularly (monthly, bi-monthly, quarterly) in your mailbox. This surprise gift box contains several items whose contents are not revealed in advance. These monthly boxes are offered as online subscriptions, where the consumer pays a fixed price and chooses the delivery frequency of a box containing products corresponding to their chosen theme. It's possible to cancel the subscription depending on the chosen plan, and consumers tend to easily switch from one box to another to try them out or because they get bored with the first one.
A little over 70% of the boxes cost between €20 and €50.
Part of the sales is due to the search for the original and ideal gift during the holidays: as a Christmas gift, a gift for Mother's Day, Father's Day, Valentine's Day and even as a birthday gift.
The range of gift boxes in France has become vast, with over 400 different models sold online every month. You can choose from: beauty boxes, women's boxes, children's boxes, teen boxes, games boxes, gourmet boxes, men's boxes, couples' boxes, tasting boxes, chocolate boxes, wine boxes, dog boxes, cat boxes, creative hobby boxes, sports boxes, baby gift boxes, jewelry boxes…etc.
What explains the popularity of subscription gift boxes?
Themed gift sets have been popular for many years, and their success stems from various factors:
1- The first is the element of surprise , which echoes the concept of the surprise bag from our childhood. The regressive aspect of returning to childhood is pleasant.
2- The second reason is the need for self-indulgence . Since the arrival of Covid, all leisure activities have been closed and opportunities for self-indulgence are rare. Receiving a gift box in the mail has become a real privilege . The pleasure of unwrapping a gift box is a genuine experience that is becoming a monthly ritual of pleasure (one that we will soon find indispensable?).
3 – The promotional effect with a very attractive price/quality ratio : To be credible, a €25 box must display a product value twice as high, i.e., €50. This gives customers the impression of being extremely privileged and helps to build customer loyalty.
4 – The all-inclusive surprise . As the holiday season approaches, finding the perfect gift for everyone can be a challenge. With the variety of themes available, it's easy to find the perfect gift box . If your father-in-law enjoys organic wines or fine vintages, there's a box for that. There's a box for every theme, even for niche products like vintage toys, old-fashioned candies (like Roudoudou lollipops), local artisanal products, and more.
5 – Scarcity . The " limited edition" encourages ordering for fear of missing out on the monthly offer and the opportunity to receive the exclusive gift box. 6 – The presentation surrounding the opening of a beautiful box. The items are generally well-wrapped in pretty tissue paper or small gift bags. The pleasure of unboxing must be maximized unboxing phenomenon (filming oneself unpacking the products one has just received) has also grown significantly around subscription boxes.
Who is the target audience for monthly subscription boxes?
Studies show that this is a consumer product primarily aimed at women. Today, three-quarters of customers are women, and beauty boxes are the best-selling gift boxes and the most popular theme.
In terms of age groups, 40% of monthly subscription box customers are between 25 and 34 years old. Next come the 35-44 age group, representing 20% of subscription box consumers. A new trend is emerging with subscription boxes specifically designed for children.
Which subscription boxes are the best-selling?
The monthly subscription box market is primarily driven by the cosmetics sector . Beauty product boxes sell best, while food boxes generate the most customer loyalty.
Far behind among the most popular themes: Children's boxes are the second most searched theme . Next come culinary boxes, then wine boxes.
The most popular box after the women's beauty box
Purchased by parents (especially mothers) but used by children, the children's subscription box faces a dual challenge : appealing to both children and their parents! Parents want to spoil their children, but not with just any product!
That's why the children's box is generally and educational box or a box more intended for the young mother (ecological diapers, baby fashion, baby food…etc).
The aim is to keep children occupied in an intelligent way and develop their creativity through the discovery of hands-on activities . It's an effective way to combat all the screen time they have at home on Wednesday afternoons.
For a child, receiving a box is a bit like having their birthday or seeing Santa Claus every month! The pleasure of unwrapping a gift is exhilarating at their age.
The boxes cater to all age groups and cover a variety of themes: books, creative hobbies, DIY kits, baking, magic, toy rental, nature…
The risk: Being seen as a mere surprise package
Building customer loyalty and maintaining a sense of surprise every month is a real challenge for players in this market. That's why product quality two factors that should never be overlooked .
Indeed, the first major risk is to bore or appear to be a surprise package if the items offered are of mediocre quality .
Consumers don't want just any old freebies . Products in monthly subscription boxes must be original and unique ; they shouldn't have already been seen a hundred times in previous boxes or in competitor boxes. The quality of the products must be consistently high every month.
Customers don't buy gadgets; they want products with real market value. The perceived quality must be high enough to create a sense of satisfaction in the consumer, encouraging them to continue their subscription .
How are the products included in the boxes chosen?
Subscription box creators have to redouble their efforts every month to select products that surprise and retain their customers.
For a successful box like Birchbox , it's simple: beauty brands use this communication channel to test their products and provide free samples for customers to try. This allows cosmetics brands to get customer feedback even before launching their products on the market! A real boon. For now, this remains an exception reserved for the beauty sector and for subscription boxes distributed on a large scale.
For subscription box creators, product sourcing is a full-time job. To retain customers and attract new ones, you have to surprise them! That means finding the right mix of products that creates that element of surprise, respects budget constraints, offers quality products, and fits within the shipping box's dimensions. A real challenge! That's why some of the sourcing is outsourced to suppliers and wholesalers .
This new Box is going to be a hit: The Kids Box!
Subscription gift boxes for children have become an essential promotional tool for companies looking to appeal to a young audience while increasing their brand visibility. These treats, accessories, and other fun games, on the same scale as organic gift boxes or those designed for women, men, and other specific demographics. As a company specializing in creating promotional items for children, we support marketing strategies in developing these products, which offer numerous advantages.
First, gift boxes excite children, guaranteeing a positive reception for your message. Furthermore, these boxes are a perfect showcase for your brand , as they can be personalized with your logo, colors, and even custom-made products.
By creating a subscription to a children's gift box, you create a lasting link with families, thus strengthening loyalty to your brand.
It's a fun, effective and sustainable promotional merchandise communication strategy, ideal for reaching a young audience in a memorable way!
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The role of suppliers in product selection!
They must be responsive partners , incorporating the latest industry innovations and proactively proposing original, unique, and high-quality products.
This ability to continually reinvent themselves is not something everyone possesses, especially as consumers are increasingly demanding regarding product quality and origin. This is even more true when it comes to organic boxes or those containing eco-friendly items.
Suppliers and wholesalers of promotional items play a role in this research process. With their experience in managing custom creation and personalization of items for brands at very competitive prices and within short timeframes, they are essential players in the value creation chain.
This is why Marketing Création has positioned itself in this sector. With 10 years of experience in creating unique and custom-made promotional items, notably for prestigious clients (Dior, JolieBox, IKKS, Ikea, Givenchy, Sephora, Catimini, McDonald's, Accor Hotels, Vinci, Timberland, Kickers, Kenzo, Hugo Boss, Haribo, Lutti…etc) the company has the appropriate human, technical, logistical and sourcing resources.
Marketing Création is an agency that develops numerous custom-made advertising and promotional items for children and helps brands control their communication costs.
Do you have a product idea for a gift box but don't know how to develop it?
Or would you like guidance in finding the perfect product to include in a monthly box? Our team is ready to listen and create unique, high-quality pieces or personalize existing items to best reflect your brand's DNA.