We’ll subscribe to that!
According to our annual Delivery Matters study, almost half (44 per cent) of UK online shoppers now subscribe to some kind of subscription delivery service. This is a marked increase from 34 per cent in 2019.
In an average month, shoppers receive three deliveries from a retailer they have a delivery subscription with. Almost one in 10 have a regular subscription box service, with food, shaving products and clothing being the most popular subscriptions.
Four in five shoppers consider it's important for their subscription box to fit through a letterbox. This has given rise to a host of packaging innovations in the sector including letterboxable flower bouquets from Bloom & Wild and brownie boxes from Lola’s Cupcakes, with 47 per cent subscribing to such services for price, 41 per cent for convenience, 39 per cent for a treat and 18 per cent as gifts.
A new way of consuming
The idea of receiving a surprise gift through the letterbox once a month or more is proving too much for many Brits to resist.
Many more of us now organise the week’s meals by subscribing to companies that provide ingredients and instructions for a series of delicious dishes and treats.
Others get monthly gift boxes of makeup and skin care in order to keep looking their best. Still more sign up to regular deliveries of everyday practicalities such as shaving items.
Judith Katz, founder of The Magic Ink Pot, said: ‘We have seen an increase in subscriptions to our Letters from Fairyland, particularly over lockdown. Given everything that's happened this year, our customers – mostly parents and grandparents – have been looking for ways to bring a little bit of magic back into children's lives. A letter from a favourite fairytale character seems to fit the bill!’
Emily Atkinson, founder of The Beautiful Book Company, said: ‘Our business has really connected with customers as a way to look after friends and family who are self-isolating.
‘Our personalised book subscriptions are a tangible way to reach out and show someone that you care, whilst providing them with a little bit of escapism in what has been a difficult time for many. The ability to send books through the post with contactless delivery from Royal Mail is an added benefit of our model.’
Chief commercial officer, Nick Landon, said: ‘With online shopping habits changing, it’s important for retailers to ensure repeat business and customer loyalty.
‘Offering a subscription service is a really effective way of doing this. It’s all about seizing opportunities that the new normal has presented, and delivering what consumers want.
‘British shoppers continue to put their trust in the knowledge, expertise and reassurance of the Royal Mail brand.’
In 2019, we launched The UK Subscription Box Boom Report including an in-depth look at the subscription box economy, which is forecast to be valued at £1 billion by 2022.
