With less than a month left before the holidays, consumers are tightening up gift lists and getting ready to place online orders. But with retailers urging customers to shop early and eCommerce expected to grow more than 35% this season compared to 2020, some consumers may be too late to avoid global supply chain issues limiting their gifting options.1
What retailers are experiencing this holiday season is a chain reaction caused by the COVID-19 pandemic. An increase in COVID-related safety protocols has made it harder to staff factories and ports, causing shipping costs to rise over 300% since 2020. Some go-to holiday gifts like toys, electronics and clothing are more difficult and more expensive to make than usual, leading to reduced stock and higher prices for consumers.
Subscription boxes are a smart gift option for retailers to promote this year to protect customers from worrying that gifts may not be in stock or arrive on time. Subscription-based gifts eliminate holiday supply issues and extend the gifting experience beyond one day or season. Here are four reasons why they’ll work well for eTailers in 2021:
1. One-Stop Shopping
One-stop subscription sites allow shoppers to take care of everyone on their lists by offering themed subscriptions. Online retailers like Cratejoy offer a wide variety of themes for friends and family members based on hobbies or interests.
2. Variable Length and Pricing
Online retailers can offer different subscription length options to fit the shopper’s budget. BarkBox, a subscription service for furry friends and family members, offers prepaid 3-month gifts in addition to their month-to-month membership.
3. Tweens and Teens
Ryan Kaji and other young YouTube unboxing pioneers are getting older, so there’s more emphasis on creating unique subscription gifts for tweens and teens. Education-based boxes once dominated this small category. Now retailers are giving shoppers new interest-based subscription options to fit hard-to-shop-for teens—from Cratejoy’s Scrunchie box to Rowen’s monthly box of hypoallergenic earrings.
4. Niche Gifts
What started primarily as food and beauty boxes has evolved to include numerous other specialty items. For instance, lifestyle brand, Outside Brand has created a surprise subscription offering to deliver monthly trail-ready outdoor products for the recipient to try on their next adventure.
eTailers selling subscription gifts should be prepared for a busy holiday season as consumers think outside the box to make sure family and friends receive gifts in time. As a marketing agency specializing in eCommerce, Trone can help you get you promote your subscription offerings and get your web store ready for higher traffic and more purchases this holiday season.
1KMPG.us, Sept. 2021.