Almost half of UK shoppers now have a subscription delivery service, with an increasing number of subscription boxes, after online buying surged during the corona pandemic this year, according to Royal Mail.
The popularity of subscription shopping services continues to grow, thanks to the unique mix of convenience and the feeling of receiving a gift or surprise on a recurring basis, its annual Delivery Matters study found.
Nearly half (44%) of UK online shoppers now subscribe to some kind of subscription delivery service. This is a marked increase from 34% in 2019. In an average month, shoppers receive three deliveries from a retailer they have a delivery subscription with.
Nick Landon, Chief Commercial Officer at Royal Mail, 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.”
Subscription boxes through the letterbox
Meanwhile, subscription boxes are becoming more and more popular, according to Royal Mail. Almost one online shopper in ten (8%) now has a regular subscription box service.
For example, many people are subscribing to companies that send ingredients for meals (including perishable foodstuffs protected by dry ice) along with cooking instructions.
Food (31%), shaving products (24%) and clothing (22%) are the most popular box subscriptions. Nearly half (47%) of shoppers subscribe to these services for price, 41% for convenience, 39% for a treat and 18% as gifts.
Significantly, four in five shoppers consider it's important for their subscription box to fit through a letterbox, Royal Mail pointed out. This has given rise to a host of packaging innovations such as ‘letterboxable’ flower bouquets and ‘brownie boxes’.
The UK subscription box market could grow to a value of £1 billion by 2022, according to a Royal Mail report published last year.
