How Important Are Packaging, Unboxings, and Included Materials in Retail Products Today?

I think it’s fair to say that almost all of us, as consumers, have made a purchasing decision either based on a particularly attractive display of packaging on the shelf — for good or for ill — and it appears that a growing cohort of U.S. consumers are also making buys based on shared unboxing events as well.

According to recent Adobe data, packaging, unboxings, and even the materials included inside of the package heavily influence shopper purchasing behaviors, from discovery and exploration further into retention.

“Most sellers are underinvesting in packaging without realizing it. When packaging makes the right impression, every shipment becomes a chance to build loyalty, earn referrals, and turn a one-time buyer into a repeat customer,” the Adobe Express study authors wrote.

Top data points pulled from the Adobe Express report on packaging:

• Nearly three-quarters (73%) of consumers stated that premium packaging created an improved brand perception. And of those who said that packaging plays a substantial part in purchasing decisions, almost half (44%) said it increased likelihood of re-purchasing, 41% said it improved trust in the brand, and 38% said it increased the chance they’d recommend the product to a friend.
• More than half (57%) of shoppers who experienced a “memorable” packaging experience were retained, buying at least once more from the same brand.
• Unboxings matter, with 42% of shoppers stating that they’d followed, tagged, or searched for a particular brand after having watched an unboxing online.
• Perhaps most surprisingly, 55% of shoppers have kept packaging solely based on it being “too nice to throw away” — signaling at least some degree of deeper attachment.

There were a few caveats in place, however, with packaging actually drawing negative attention if it notably is perceived to add to the price of the product in question (55% of those polled said as much), appears excessively wasteful on an environmental level (54%), looks to be more chic than the product itself (50%), or “prioritizes aesthetics rather than the customer experience” (40%).

Unboxing Experiences and Included Materials Could Enhance Stellar Packaging Impressions, According to Adobe

On the unboxing side, beyond the 55% mentioned above who kept the inspiring packaging, 23% were so impressed they personally recommended the brand to a friend or family member while 17% went further and did a research dive on the brand. About 13% shared an unboxing to social, while 11% tagged the brand in a post, reel, or story.

Tech products (41%), beauty and cosmetics (40%), jewelry and accessories (34%), fashion and apparel (29%), and food items (24%) were the most commonly publicly unboxed items.

Concerning small businesses more particularly, Adobe suggested they have a bit of a customer service opportunity in terms of being able to add value to shopper experiences. More than one-third of small business owners indicated they were including handwritten notes or cards with orders (38%, with 49% saying it could build customer loyalty), while 31% included stickers or utilized branded packing tape. Just over one-quarter (27%) included samples or promo items for free, while 26% packed in printed materials (such as exclusive discount codes or a detailed brand story). About 25% utilized sustainable or eco-friendly materials in packaging, 16% employed QR codes, 14% used branded tissue paper or wrap, and 13% leveraged custom boxes or mailers to stand out.

However, some expenditures were costlier — and not as valuable — as others: “Of those who had tried or considered various packaging elements, branded tissue paper (27%) and custom-printed boxes (26%) were most commonly flagged as not worth the cost. Sellers may want to weigh ROI carefully before investing in those specific touches,” the study authors wrote.

On final note that bears mentioning: Adobe did append a promotional bit of flair to the bottom of the study page, pitching its own logo maker, flyer maker, print shop, and brand kit suite to those looking to up their packaging game.