Unboxing survey 2021

The response to our 2021 annual unboxing survey has been higher than ever before. With over 600 consumers completing the survey in August, it revealed the online shopping experience of participants in what has been an unprecedented year for retailers and shoppers alike.

Our survey was conducted when restrictions on the high street had been lifted and uncovers respondents’ shopping habits during this period, how they plan to shop in the future, and how the unboxing experience affects their buying decisions when it comes to choosing internet retailers – including the important issue of sustainability and packaging as a marketing tool.

Scroll down for the key statistics from this year’s survey and to download our white paper.

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UNBOXING

WHITE PAPER >

SHOPPING ONLINE

The move to online shopping is proving irreversible, as most industry analysts predicted it would. The response to our survey shows that the pandemic just accelerated the trend.

88% of respondents spend more time shopping online since the pandemic

64% said this new pattern of online shopping is permanent

30% expect their online shopping to increase in the future

PREFERRED DELIVERY

With most people still wanting their products delivered to their door, it’s ever more important to give customers a good unboxing experience.

96% of respondents favoured home delivery over click and collect

55% selected home delivery for convenience

40% liked the free delivery

FLUCTUATING TRENDS

The slight increase in unbranded packaging was probably due to supply disruption, with retailers forced to use off the shelf packs. We think the increase in damaged goods was caused by staff shortages and use of temporary packers caused by the ‘Pingdemic’.

45% of deliveries arrived in unbranded packs – up from 32% in 2020

9% of goods arrived damaged – up from 5% in 2020

14% still arrive with too much packaging, but it’s down from 16% last year

SUSTAINABILITY

Sustainability remains a growing focus for customers and is an important goal for all retailers. That’s why clear labelling to help with recycling is vital.

73% thought their goods arrived in recyclable packaging

14% were unsure if the packaging their goods came in was recyclable

19% would not continue to buy from a retailer that didn’t use sustainable packaging