Why subscription boxes are so popular

The concept of subscription boxes has swept into our country and consumers are welcoming it with open arms and joy. They’re fun to receive, to give, and even for the business owners to put together.

Here at Do Good Paper Co., we started offering subscription boxes because at the time that we launched, there was no other Canadian stationery company offering a subscription box in our category, and we just knew that there were stationery lovers out there who would love to receive a new collection of products every few months. The response has been very positive, and we know it’s a service that will continue to grow in demand.

Why? Because of all the fantastic reasons below:

1. 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 the box 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 from True North Subscription Boxes 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 paid. This is possible because the business buys the items in bulk and usually receives 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!

 

3. Introduction to new brands and new products

The business procures 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.

When Brianna (Founder of Unwrapped) received a subscription box from the US two years ago, she looked at her fiancé and said, “Hey, I should do this with local products and introduce others to the amazing quality and services that are right here in our own town and country!” Consumers have been responding well to that. Canadian small business owners are seeing that there is a growing attitude of wanting to support local and shop small. This takes us to the next point.

 

4. Supporting local small businesses

This trend has really benefitted 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 products 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.

 

5. 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 fairly 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.

 

6. 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), 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.

 

7. It’s a good pandemic thing to do

Treating ourselves to a subscription box allows us to adhere to all public health measures while getting some retail therapy. And although we haven’t been going out much at all for entertainment, we can still have fun experiences at home.

Subscription box providers carefully select items that complement each other, and that go along with a certain theme, and ensure that the products 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.  Unwrapped boxes are actually called “Experience Boxes” because giving the customer that experiential affair is exactly what Brianna is going for.

 

If you have purchased subscription boxes in the past, then you know what I’m talking about up there (any other good reasons I missed?). But if not, I hope you are now convinced to buy one.

Do Good Paper Co.’s subscription box service relaunches in the summer of 2021. Sign up and get a box every 4 months. It's a pay-as-you-go subscription, meaning you get billed one box at a time, and you can cancel after your first 3 boxes. A portion of every box sold will be donated to charity.

A huge thanks goes to Brianna and Shelley. Although we all offer subscription boxes, there has never been a sense of competition between us. We’ve supported each other in different ways, and this time, they were kind enough to share their knowledge with me to complete this article.

  

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Brianna's company, Unwrapped, is an Ontario-based company whose vision is to introduce you to local products and services through curated experience boxes. They offer monthly boxes and customized boxes.

Shelley is the founder of True North Subscription Boxes, and delivers quarterly boxes of Canadian made comfort to your front porch. Her company also offers a True Hope Box (faith-based) and a Candle Experience Box.