Subscription boxes have experienced a surge in popularity among British households in recent years, and the pandemic has only further fueled this trend. According to a recent study conducted by Emarsys, 20% of UK households are now subscribed to a subscription service, with an average monthly spending of £35. This means that British consumers are shelling out over £400 annually on subscription boxes.
The research also revealed that 8% of Britons are spending over £75 per month, amounting to a staggering £900 annually, on a combination of physical and digital subscriptions. In addition, more than half (52%) of UK shoppers have either subscribed to or plan to subscribe to a monthly subscription for various products. Furthermore, 44% of consumers prefer to do their subscription shopping on their mobile phones.
The survey, which was based on responses from 2,000 UK consumers, highlighted the appeal of subscription boxes during the lockdowns of the past year. These boxes served as a treat for consumers and provided a sense of excitement each month. However, the study also revealed that the allure of subscription services extends far beyond lockdown periods.
One of the main reasons consumers are drawn to subscription services is the offer of a free trial, as stated by 29% of respondents. In addition, 22% of consumers are enticed by the element of surprise that comes with receiving different products each month.
Commenting on the research findings, Chris Godderidge, VP Mobile at Emarsys, emphasized the positive response from UK consumers toward subscription services. He noted that during the lockdowns, many brands smartly adopted a subscription model to reach new customers who may not have considered signing up before. With the increased amount of time consumers spent on their mobile devices during this period, the subscription box industry found a captive audience.
However, as the economy reopens, brands now face the challenge of retaining customers and maintaining their subscriptions. To meet this challenge, Godderidge stressed the importance of providing a personalized experience, particularly as mobile technology can facilitate this. In order to secure long-term customer loyalty in this thriving market, brands must adapt and offer tailored experiences that meet the evolving needs and desires of consumers.
The rise of subscription boxes among British households reflects a changing consumer landscape where convenience and surprise play significant roles in purchasing decisions. As the subscription service industry continues to grow, brands must continue to evolve and adapt their strategies to stay ahead. By leveraging mobile technology and offering personalized experiences, brands can establish lasting customer loyalty in this thriving market.
[Link 1: The Guardian](https://www.theguardian.com/money/2021/jun/24/millions-britain-spending-subscriptions-clothing-tv-music-fitness)[Link 2: BBC](https://www.bbc.co.uk/news/business-57308002)
