Subscription buyers shop early for holiday gifts

Orange is the new black, and we’re not talking prison garb. Pumpkins may usher in more seasonal sales than Santa’s boots.

Halloween may be the new Black Friday, according to new research from subscription box marketplace Cratejoy. Reflecting the survey data, retailers are making a special effort to drive holiday shopping in October. A group of major retailers even pulled together to create “10/10,” or October 10, as a shopping holiday.

The study finds that holiday shopping will likely begin earlier this year. Over half of the 12,000 Cratejoy shoppers surveyed have already started holiday shopping, or will begin by the end of the month.

And when they shop for others, they’ll be seeking meaningful, experiential gifts at great prices. Like other holiday studies, the Cratejoy research reveals consumer interest in discounts; 79% of respondents want to peruse flash sales and one-time buys.

But subscription users aren’t satisfied with mere deals to complete their holiday shopping lists. They want gift recipients to be touched; 78% plan to buy mindful, unique gifts that truly suit the recipient and show how much they care.

In deference to 2020’s need for cocooning (to bring back an ’80s term), these shoppers want to help loved ones have fun at home. So they’re looking for more experiential gifts than they sought in previous years. These categories include crafts, cooking, books, games, and hobbies.

Perhaps shoppers want their loved ones to enjoy the same kinds of cozy home experiences they’ve been enjoying themselves, as these same categories have been seeing increased subscription box sales during the pandemic: crafts (222%), cooking (199%), books (177%), games (163%), and hobbies (108%).