Guest post From Do Good Paper
I'm so happy to introduce you to my lovely fellow Subscription Box owner - Leslie from Do Good Paper. Please go ahead and read her well-written article. Thank you Leslie!
7 Reasons Subscription Boxes are so Popular
Sometimes when I think about gift boxes, an old memory from my childhood comes to mind. I was a young girl from a poor family, and grew up with only the necessities. I knew not to ask for things because my parents couldn’t afford to buy presents. One day, a beautiful Christmas-themed box arrived to our apartment from an anonymous donor. I can’t even describe in words the wonderment and joy I felt as our family untied the ribbon, and slowly lifted the cover.
That feeling… that is what I go for now, as a business owner, when designing Do Good Paper Co. subscription boxes. When I create and choose products, I am always aiming to give “that feeling”.
I’m not alone! There are many businesses out there offering wonderful subscription boxes. I teamed up with Shelley, owner of True North Subscription Boxes, to explore why subscription boxes are so popular, and here are the top 7 reasons:
- The anticipation and surprise element
The #1 reason subscription boxes are so popular is because, simply put, they are fun! There is so much anticipation, starting from the moment the customer makes the purchase, to receiving it and opening the lid, and throughout the entire unboxing experience because each product is unique.
When subscribers purchase a subscription, they may be given the theme and approximate timing, but there remains a lot of mystery, especially when it comes to the actual products included. As Shelley put it, “No matter how old we are, there is still a child that loves to be surprised inside each one of us.”
2. Great value for money
The value of products combined are usually much greater than what the customer pays. This is possible because we, the business owner, buy the items in bulk and usually receive a discount from the vendors.
There are subscription boxes available at various price points so subscribers can choose something that fits their budget. At any level, customers are sure to get a great deal.
And!... if there’s anything in the box that you think is more suited to someone you know, you can always share it with a friend or save it for a future gift!
- Introduction to new brands and new products
We procure items from a variety of vendors, so subscribers get to experience new goods and services from brands they may have never heard of before. Furthermore, since the products are already picked out for the consumer, there is a good chance they will end up trying something they’ve never tried before. Businesses are always looking for new and trending items, and the subscriber often gets these new things delivered right to them early on.
- Supporting local small businesses
This growing consumer attitude has really benefited small businesses, many of whom have been greatly impacted during the pandemic. There is a known saying within the small business owner community, when a sale is made, an actual person (the owner) does a happy dance. And it’s true!... or in my case, a harmonized “Woohoo” is hollered by me and my husband simultaneously.
Do Good Paper Co,’s notebooks and journals have ended up in numerous other gift and subscription boxes, so our products have reached new potential customers that we wouldn’t have been able to find ourselves. The marketing budget and human-power of a small business is limited, so this type of exposure is extremely helpful.
True North Subscription Boxes’ customers have consistently said that the main reason they love their box is because they want Canadian products and they want to support Canadian entrepreneurs. Shelley feels a certain pride, knowing that Canadian consumers are so thoughtful and giving.
- Gifting made easy
Many subscription box providers sell their boxes as one-time gift boxes. This is a great way for subscribers to try out a box before committing to a long-term subscription. And it’s a fantastic gift to purchase for someone else. The concept of subscription boxes is relatively new in Canada, so it’s a unique gift to give and to receive.
All of the procurement of the included items is already done, and the subscription box company also packages the box beautifully so it always presents well. Personalized messages are almost always welcome, and the gift can be shipped to whichever address the purchaser wants.
But don’t be fooled into thinking that this is a lazy way to gift. Choosing the perfect gift box can be an incredibly personal experience and the buyer’s ultimate goal is to choose one that their gift recipient is going to love.
- Indulging in specific interests
One reason people get addicted to subscription boxes is because they feed into a passion. Consumers with specific interests have a place to go – a community, and participate in a certain culture that not everyone will understand. And it’s rewarding to receive items that allow them to indulge.
While ours is a stationery-specific box (we always mix in a few lifestyle items for a special experience, like a knitted headband from True North in our Winter 2021 Subscription Box), there are numerous other categories, such as beauty, books, food, kids, pets, and the list goes on. There’s truly something out there for everyone.
- It’s a good pandemic thing to do
Although the situation in Canada seems to be trending positively, some of us are still cautious and limiting how much we go out for shopping and entertainment. With subscription boxes, we can still have fun experiences at home.
Subscription box providers carefully select items that go along with a certain theme, and products that complement each other, so that they come together as a feast for the eyes. When a customer starts unboxing, they get a full experience that is hard to put into words… maybe and hopefully, it’s “that feeling”.
This holiday season, consider subscription boxes for your loved ones, and don’t be shy to ask for them! For all the reasons we listed above, I am confident they’ll make some people very happy.
-- Written by Leslie Tan
Leslie Tan is the owner of Do Good Paper Co., a Canadian online stationery company that offers beautiful journals, notebooks, planners and an award-winning subscription box service. Her passions are photography, travelling, and nature, and she feels blessed to be able to integrate them all into her business. She also donates a portion of all online sales to an environmental organization, as giving back is also very important to her.