Subscription boxes and kits are king, and they are here to stay
The journey from milk to Kanye
To make life easier and to keep up with trends, consumers have always had a soft spot for the concept of subscriptions and bundles. Take milk, cosmetics and music. The first home glass milk bottle deliveries occurred in 1785 in rural Vermont. Mary Kay started selling in-home to consumes, season after season, going back to the 1960s. And, Columbia House had a significant market presence in the 1980’s and 1990’s with monthly mail-order music.
While the concept of the subscription boxes and personalized kits is not new, its recent popularity is outrageous (and down right interesting). There were plenty of kids in college in the 1990s not getting CDs sent to their dorms every month, but you’d be hard pressed to find a millennial who hasn’t signed up for an online subscription box this year.
The research behind subscription box trends speaks for itself. According to Forbes, “The subscription e-commerce market has grown by more than 100% percent a year over the past five years, with the largest retailers generating more than $2.6B in sales in 2016, up from $57.0M in 2011.”