Why Subscription Packaging Is a Growth Driver
Subscription commerce continues to thrive, but customer retention remains one of the industry’s biggest challenges. With rising customer expectations and a growing emphasis on sustainability, packaging has become a critical touchpoint in how subscription brands differentiate themselves.
According to Packaging Strategies, 75% of subscription brands plan to update their packaging in 2025. Packaging is no longer just about protection; it’s a brand experience. Done well, it enhances perceived value, supports your sustainability goals, and drives repeat orders.
At Blake Made, we specialise in packaging solutions that reflect your brand values while improving performance and retention. Here are five trends subscription brands should prioritise in 2025.
1. Hyper-Personalised Packaging
Personalisation is no longer a nice-to-have; it’s an expectation. Subscription brands are using data to customise the packaging experience based on customer profiles, preferences, and purchase history.
Variable printing, personalised inserts, and customer-specific design elements can all enhance the perceived value of each box. Brands in the beauty, wellness, and pet care industries are leading this trend by incorporating tailored product tips, customer names, and seasonal greetings.
This approach not only increases the emotional connection with the brand but also boosts social sharing. A well-personalised unboxing experience is far more likely to appear on a customer’s Instagram story or TikTok feed.
Explore how customisation transforms unboxing in our unboxing experience blog.
2. Sustainable and Plastic-Free Materials
According to Packaging Digest, 72% of subscription brands now prioritise sustainable packaging. As consumers become more eco-conscious, they expect packaging that reflects those values.
FSC-certified boards, mushroom-based inserts, seed paper cards, and Kraft mailing bags are increasingly replacing plastic-heavy alternatives. Kraft mailing bags, in particular, have gained popularity in the fashion sector, providing lightweight, brandable, and recyclable packaging ideal for soft goods and limited-edition kits.
Brands that make bold sustainability choices not only reduce their environmental impact but also strengthen their relationship with like-minded consumers.
Learn more about our sustainable packaging approach and why Kraft mailing bags are gaining traction.
3. Smart Packaging with QR Codes and AR Layers
Digital experiences are now part of the unboxing process. QR codes, augmented reality overlays, and scannable rewards are becoming more common across subscription brands.
These elements help bridge the physical and digital brand experience. Customers can scan their box to access product guides, video content, loyalty rewards, or gamified brand interactions, all without downloading an app.
Smart packaging is especially effective in sectors like gaming, food, education, and collectibles, where engagement and repeat interaction drive customer value.
For more inspiration, browse our latest packaging insights.
4. Multi-Use and Cost-Saving Structural Design
Packaging design is evolving to do more with less. Subscription boxes are being engineered to reduce waste, shipping costs, and the need for secondary packaging.
Reusable drawer boxes, flat-pack trays, and returnable containers are becoming common for brands that want to blend sustainability with strong structural integrity. This also ensures products arrive intact and enhances the premium feel of the unboxing experience.
These designs also make packaging more practical to store or reuse, adding another layer of perceived value for customers.
See how structure meets presentation in our presentation packaging guide and tips for reducing waste.
5. Seasonal and Themed Packaging
To keep subscribers engaged, more brands are introducing seasonal or themed packaging. Whether it’s a festive outer wrap, a Valentine’s Day insert, or limited-edition artwork, small visual changes can create excitement.
This trend is particularly strong in beauty, lifestyle, wellness, and gifting sectors. Monthly variations encourage customers to stay subscribed to see what’s next, while also increasing social media visibility.
Custom seasonal designs also enhance the giftability of your boxes, which is crucial during peak buying periods like Christmas and Mother’s Day.
Looking to add a premium layer to seasonal fulfilment? Learn more about Eco Cushion inserts for added protection and presentation.
2025 Packaging: Trend Comparison
Ready to Upgrade Your Subscription Packaging?
The packaging decisions you make today will influence your customer experience, brand equity and retention rates for the long term.
At Blake Made, we help subscription brands stay ahead with bespoke packaging that blends sustainability, innovation and function.
Let’s create packaging your customers actually look forward to receiving.
