July 31, 2026
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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.
BrainTrust
Matt Huckeba
Kayleigh Fazan
Georganne Bender
Principal, KIZER & BENDER Speaking
Recent Discussions
Discussion Questions
How important do you believe the distinct aspects of product packaging, unboxing process, and included materials are in today’s retail environment? Who stands out?
Do you believe that the importance of packaging / unboxing / included materials is as vital to customer purchasing and sharing behaviors as the data suggests? Why or why not?
Can you recall a time when you were either extremely impressed (or disappointed) by a product’s packaging / unboxing / included materials?
Poll
Packaging, both for delivery and an in-store purchase, is absolutely part of the experience. And especially so for more expensive products. At The White Company, products are placed in premium bags with tissue paper that is given a spritz of one of their fragrances. We’ve researched the impact of this approach: it increases consumer satisfaction with purchases, helps reinforce quality perceptions, and modestly lifts the acceptance of higher price points.
Also a point on unboxing. Packaging is very important for that, and the reach of unboxing videos is impressive (about 31% of consumers have seen unboxing content, from our data). But the number of people who record and share their unboxing is incredibly low (just under 1% last year). So, the focus should be on the everyday consumer and ensuring their experience of the packaging is positive.
Call me impressed… There’s a reason Steve Jobs insisted Apple invest so much in packaging. It’s part of the customer experience. Packaging aesthetics add to the value perception of the product. There are certain retail jewelers that have recognizable packaging, so much so, that when someone receives a piece of jewelry from the company, the excitement over the box is almost as big as what’s inside.
Unboxing while not part of the packaging, is part of the experience surrounding the hype of a new product. It is a form of marketing that adds to the experience and helps sell more of what’s inside the package.
Packaging at retail stores makes a difference in product and company perception. Our own research conducted on performance for retail grocery bag quality and colors revealed short paper bags, thinner paper bags or and broken/improperly glued handles lowered customer perception of in-store quality and operations by as much as 20%. Packaging with leak-free wrapped meats and seafood are expected 100% of the time, especially for expensive cuts. And for ready-to-eat foods, sandwiches, which can fall apart when eating, are best served with something closed underneath to prevent clothes from being damaged. In most retail grocery operations, customers want packaging thoughtful, well made, and easy to use.
I love an Etsy package and the little notes and treats indie sellers add to carefully wrapped packages. And who doesn’t save cool packaging and designer boxes?
Unboxing videos on social media are fun, but do the majority of the 703 consumers in this study really think “packaging pays a substantial part in purchasing decisions?” Seriously, I don’t care how the toaster is wrapped as long as it works.
I’d take this even a step further. Walk the racetrack of any big box retailer today. Look at the endcaps closely. You’ll certainly see beautifully packaged products but that’s not the area I’d focus. Look at the surrounding environment created to support the packaged product. Corrugate displays that beautifully created and often feel as though they’ve come to life in a real sense. Metal fixtures that feel more permanent than what you might expect for a temporary display. Even a digital screen showing you how you might feel or live if you purchase this product. This is packaging on a grander level. An attempt to draw you in and make you aware of a product you may have never heard of before. Hoping you see yourself as the type of person that would benefit or be better with that product in your pantry, medicine cabinet or closet. Brands are currently in an arms race to set themselves apart from the bevy of other emerging brands and they’ve realized the product the item is packaged in isn’t enough anymore.
The study shows a nuanced story: tech, beauty, and jewelry dominate unboxing because packaging is part of the product experience; like a Tiffany box, which delivers identity. For essentials like toasters or rice, premium packaging offers diminishing returns fast. Small businesses find the highest returns come from cheap touches like handwritten notes and samples, while expensive boxes rank lowest in perceived value. Sometimes restraint is the most premium move.
Great data, and certainly agree that packaging shapes perception. I can recall a number of great e-commerce orders in well-designed packaging, and it definitely led to a “cool” experience. It is absolutely vital to consider that, in e-commerce, packaging is also a logistics and cost decision, and unfortunately the two don’t always align.
If under 1 percent of shoppers record and share an unboxing, then designing for a viral moment is spending real money to chase a shooting star. The Adobe study half admits it, flagging branded tissue and custom boxes as most often not worth the cost, and calling packaging that adds to price or looks wasteful an active negative.
This doesn’t hit the brand perception radar, but bigger presentation boxes raise dimensional weight, which raises parcel cost on every shipment. Fragile premium finishes drive damage, and damage drives returns, the most expensive miles in the network. We see it constantly on the parcel side – the packages that let a brand down are the ones built to look premium on a shelf, then run through a shipping network that crushes them. The ones that impress are engineered the other way, plain outside and built to arrive perfect; thats the real boost to the customer experience. The brands that stand out are not the ones with the prettiest box. They treat packaging as a joint call across marketing, fulfillment, and finance, designing for the everyday arrival over an unboxing video almost no one films.
Packaging matters because it is one of the few brand moments customers physically hold. It can influence discovery on the shelf, shape the unboxing experience, and affect whether customers trust, recommend, or buy from the brand again.
The mistake is treating packaging as decoration. Good packaging should protect the product, reinforce the brand, reduce friction, and add value without feeling wasteful or more impressive than the product itself.
The strongest packaging strategies are not always the most expensive. A thoughtful note, useful insert, sample, or sustainable material can do more for loyalty than an overbuilt box. The goal should be making the product feel more valuable, not making the packaging the main event.
Definitely agree with point of packaging and how loyalty is gained along with experience. I have doubt on how to deal with below issues considering all customer cannot support though sounds perfect for mid to premium brands
- Fancy boxes and branded tissue paper sound nice, but if they push up product prices, are consumers actually willing to pay for it?
- Over-packaged items might look good for a photo, but doesn’t excessive packaging just annoy customers who have to throw it all away?
- We see so many social media complaints where a product had a glossy, viral unboxing video, but the actual product inside turned out to be complete trash. Are brands using premium packaging to mask low-quality products?
Packaging is often overlooked, yet it’s one of the few touch-points that every customer experiences. Whether it’s a beautifully presented in-store purchase or an online delivery, the unboxing moment helps to shape their lasting impression of the brand.
That said, memorable packaging doesn’t have to mean excessive packaging.
The best brands balance emotion with practicality protecting the product, reflecting the brand and supporting sustainability at the same time.
Packaging is the “cherry on top” of a well merchandised experience which includes everything from the in store to the online experience of selecting and completing a purchase. Repurposing the packaging spreads awareness beyond the original purchaser.
Packaging certainly can be part of how a brand is perceived. I remember the first time I was able to give a gift in the blue Tiffany box. The whole occasion was elevated the instant the blue box hit the table. The fanciest gift wrapping couldn’t have spoken louder. The blue box was a meaningful extension of the brand. It announced the brand was in the room. I also remember my first, and only, IPhone. The packaging was impressive, but I didn’t like the Apple ecosystem and flipped back to Android. The packaging was quickly irrelevent next to the disappointing features of the product. (Many years ago, by the way.)
I would add that packaging isn’t always a throw away item. To this day, I have kept the carrying case for a pair of Oliver Peoples sunglasses I bought many years ago. The quality of the case is an reminder of the quality of the product. Quality, and the perception of quality, lasts a long time. Ditto the absence of…………
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Packaging, both for delivery and an in-store purchase, is absolutely part of the experience. And especially so for more expensive products. At The White Company, products are placed in premium bags with tissue paper that is given a spritz of one of their fragrances. We’ve researched the impact of this approach: it increases consumer satisfaction with purchases, helps reinforce quality perceptions, and modestly lifts the acceptance of higher price points.
Also a point on unboxing. Packaging is very important for that, and the reach of unboxing videos is impressive (about 31% of consumers have seen unboxing content, from our data). But the number of people who record and share their unboxing is incredibly low (just under 1% last year). So, the focus should be on the everyday consumer and ensuring their experience of the packaging is positive.
Call me impressed… There’s a reason Steve Jobs insisted Apple invest so much in packaging. It’s part of the customer experience. Packaging aesthetics add to the value perception of the product. There are certain retail jewelers that have recognizable packaging, so much so, that when someone receives a piece of jewelry from the company, the excitement over the box is almost as big as what’s inside.
Unboxing while not part of the packaging, is part of the experience surrounding the hype of a new product. It is a form of marketing that adds to the experience and helps sell more of what’s inside the package.
Packaging at retail stores makes a difference in product and company perception. Our own research conducted on performance for retail grocery bag quality and colors revealed short paper bags, thinner paper bags or and broken/improperly glued handles lowered customer perception of in-store quality and operations by as much as 20%. Packaging with leak-free wrapped meats and seafood are expected 100% of the time, especially for expensive cuts. And for ready-to-eat foods, sandwiches, which can fall apart when eating, are best served with something closed underneath to prevent clothes from being damaged. In most retail grocery operations, customers want packaging thoughtful, well made, and easy to use.
I love an Etsy package and the little notes and treats indie sellers add to carefully wrapped packages. And who doesn’t save cool packaging and designer boxes?
Unboxing videos on social media are fun, but do the majority of the 703 consumers in this study really think “packaging pays a substantial part in purchasing decisions?” Seriously, I don’t care how the toaster is wrapped as long as it works.
I’d take this even a step further. Walk the racetrack of any big box retailer today. Look at the endcaps closely. You’ll certainly see beautifully packaged products but that’s not the area I’d focus. Look at the surrounding environment created to support the packaged product. Corrugate displays that beautifully created and often feel as though they’ve come to life in a real sense. Metal fixtures that feel more permanent than what you might expect for a temporary display. Even a digital screen showing you how you might feel or live if you purchase this product. This is packaging on a grander level. An attempt to draw you in and make you aware of a product you may have never heard of before. Hoping you see yourself as the type of person that would benefit or be better with that product in your pantry, medicine cabinet or closet. Brands are currently in an arms race to set themselves apart from the bevy of other emerging brands and they’ve realized the product the item is packaged in isn’t enough anymore.
The study shows a nuanced story: tech, beauty, and jewelry dominate unboxing because packaging is part of the product experience; like a Tiffany box, which delivers identity. For essentials like toasters or rice, premium packaging offers diminishing returns fast. Small businesses find the highest returns come from cheap touches like handwritten notes and samples, while expensive boxes rank lowest in perceived value. Sometimes restraint is the most premium move.
Packaging matters because it is one of the few brand moments customers physically hold. It can influence discovery on the shelf, shape the unboxing experience, and affect whether customers trust, recommend, or buy from the brand again.
The mistake is treating packaging as decoration. Good packaging should protect the product, reinforce the brand, reduce friction, and add value without feeling wasteful or more impressive than the product itself.
The strongest packaging strategies are not always the most expensive. A thoughtful note, useful insert, sample, or sustainable material can do more for loyalty than an overbuilt box. The goal should be making the product feel more valuable, not making the packaging the main event.
Definitely agree with point of packaging and how loyalty is gained along with experience. I have doubt on how to deal with below issues considering all customer cannot support though sounds perfect for mid to premium brands
Packaging is often overlooked, yet it’s one of the few touch-points that every customer experiences. Whether it’s a beautifully presented in-store purchase or an online delivery, the unboxing moment helps to shape their lasting impression of the brand.
That said, memorable packaging doesn’t have to mean excessive packaging.
The best brands balance emotion with practicality protecting the product, reflecting the brand and supporting sustainability at the same time.
Packaging is the “cherry on top” of a well merchandised experience which includes everything from the in store to the online experience of selecting and completing a purchase. Repurposing the packaging spreads awareness beyond the original purchaser.
Packaging certainly can be part of how a brand is perceived. I remember the first time I was able to give a gift in the blue Tiffany box. The whole occasion was elevated the instant the blue box hit the table. The fanciest gift wrapping couldn’t have spoken louder. The blue box was a meaningful extension of the brand. It announced the brand was in the room. I also remember my first, and only, IPhone. The packaging was impressive, but I didn’t like the Apple ecosystem and flipped back to Android. The packaging was quickly irrelevent next to the disappointing features of the product. (Many years ago, by the way.)
I would add that packaging isn’t always a throw away item. To this day, I have kept the carrying case for a pair of Oliver Peoples sunglasses I bought many years ago. The quality of the case is an reminder of the quality of the product. Quality, and the perception of quality, lasts a long time. Ditto the absence of…………