"Sometimes the only thing I have to look forward to."
You’d think, after already breaking records for online shopping earlier in the pandemic, US consumers would be over the novelty of receiving packages. However, it seems we’re turning to ecommerce deliveries as an escape from pandemic-induced boredom. Whether it’s detergent or Dior, 52% of consumers said that getting a package was like getting a “gift” and was a welcome break from the monotony of the daily grind.
Whether it’s detergent or Dior, 52% of consumers said that getting a package was like getting a ‘gift’ and was a welcome break from the monotony of the daily grind.
For the majority of consumers, life is still restricted and monotonous, with 51% reporting that their communities are in the early or middle stages of the pandemic. That means getting a package is no longer just getting a package – it’s now an event. The following are real quotes from real consumers…
If consumers are excited about receiving a package and even TP feels like a gift, we wondered if consumers saw the value in making packages feel “special”. We created a hypothetical scenario where our survey takers were asked questions about different types of packages they received by mistake (so we took personal preferences out of consideration). We asked them how much they think different packaging features might have cost the original intended recipient of different packages containing the same product (in this example, candles):
We then baselined these responses by subtracting the perceived cost of the product to arrive at the net value consumers ascribe to each packaging feature:
What we found was consumers are motivated to pay for packaging, but they are REALLY motivated to buy when packaging extras are free. An astonishing 80% of consumers said they are likely to order again from a retailer who ships products in packages that used high-quality materials at no extra cost.
Because consumers plan to ship holiday gifts instead of giving in-person this year more than ever, a staggering 82% on average are willing to cough up extra cash for gifting features like wrapping paper and personalized notecards.
Younger consumers are more likely than older consumers to pay for packaging extras.
- Gen Z (92%) is 20 points more likely to pay for extras vs Boomers (72%)
- Gen Z is particularly drawn to personalization (94% say they would pay for a note), while all other age groups are most partial to wrapping paper as an extra they are willing to pay for.
Across generations, wrapping paper or gift bag was the most valuable option, with total consumers willing to pay an average of more than $11 for this feature.
- Gen Z is highly motivated (more so than other age groups) to pay premiums, ranging from nearly $12 for ribbon/bows to almost $15 for wrapping paper or gift bag.
- Baby Boomers are less motivated, ranging from about $3 for better quality outer packaging (vs. cardboard box) to less than $6 for wrapping paper or gift bag.