The Subscription Box Prescription
Author: Maibella Rhoiden
I blame crochet. Well, I should clarify that sentence by saying that I tend to watch videos on Youtube or Netflix while I crochet. Since I am working on a large project right now (10-11 feet long!), I have been watching a lot of videos. I'm not quite sure how it happened, but I stumbled across a subscription box "unboxing" video. Curious, I clicked the link and watched, fascinated, as a woman unwrapped and discussed everything in a box designed to pamper a lady during "that" time of the month. My curiosity was piqued and I ordered a box of pampering.
Even more curious, I did a little bit of research. I had no idea that unboxing videos were a "thing." However, the real surprising story was the subscription boxes themselves. This surprising trend has popped up seemingly overnight as a cottage service industry. If you’re not familiar with this relatively new retail trend, subscription boxes are a fast-growing business model in which various companies curate and send everything from prepackaged dinner ingredients to baubles or shoes straight to your doorstep. Most companies require new users to complete a profile survey to determine their personal styles or tastes. Some surveys can be completed on a commercial break; others are as in-depth as an e-dating profile. Once your profile is complete, you’ll receive monthly boxes in the mail with specialty products “handpicked” just for you. Today the number of different types of boxes you can get delivered straight to your doorstep numbers at least in the hundreds, and are tailored to everyone. The monthly subscription prices range from $10 a month for some beauty boxes to upwards of $100 per month for more high-end items like body oils and spa-quality anti-aging serums. Four years into the trend, there are now subscription boxes for men, women, kids, even pets! If there's an interest for it, chances are that there's a box for it!
So what's the draw of a subscription box, and why are they so popular? Besides the fact that they cater to a wide range of taste, price points, and interests, there's a psychological factor at work. According to Forbes magazine, the surprise and the thrill of wondering what you'll receive is part of the reason why we like them so much. Other reasons include the value of the box itself. Many boxes often have values that are double, triple, and sometimes quadruple what you paid for the box. Given that you may not love every item in the box, the value makes up for risk involved, and if every item is perfect for you – then it feels like you’ve hit the jackpot! (There’s also value in trying out a beauty sample and learning it’s not for you instead of having to buy the full-size version to find that out!). Also, the way the box is themed and organized and put together draws us in. A great box comes with a card detailing every item in the box and why it was selected, and there’s typically a theme connecting the items too.
When I received my box in the mail, I felt like I was receiving a birthday gift or a gift at the holidays. I really didn't know what to expect or what I'd be getting, even though I'd paid for the box myself. Each bag was carefully wrapped so it felt like you were opening a gift and digging your hand in for the prize inside. I received items I was expecting, and things I had no idea I'd get, like a beautiful necklace that sported a sun and moon and read "I love you to the moon and back," and a key chain of the Eiffel Tower, someplace I've always wanted to go. I also received snacks, teas and other goodies to share with my family and friends. All in all, I really enjoyed my subscription box. I have two more coming from this particular company and then, who knows? With subscription boxes, you only have your interests and however many months you've subscribed for to limit you. I enjoyed the feeling of getting a "gift" delivered to me. Give it a try, you might be surprised at how much you enjoy it too.
