Image shows a woman in a purple t-shirt, excitedly pointing to a parcel which she is unboxing for Macfarlane Packaging's 2024 unboxing survey

Macfarlane Packaging launches 2024 unboxing survey

Macfarlane Packaging, the UK’s leading distributor of protective packaging, today (1 July 2024) launches its 9th annual unboxing* survey, which encourages consumers to unpack their experiences and views on the packaging used by online retailers.

In its ninth year, the survey provides invaluable, constructive insights into consumer experiences with ecommerce packaging and the impact it has on their online shopping habits, helping online retailers to understand consumer preferences.

This year’s survey will ask consumers for their opinions on the sustainability of packaging, testing if consumers favour reusable packaging and whether retailers are using excessive amounts of packing materials.

Views will be sought on the accessibility of packaging to determine how easy it is to open and if branded packaging influences repeat consumer purchases and their loyalty to retailers. The survey will also ask for feedback on their experience of, and opinions on, damages, returns processes and their overall satisfaction with the unboxing experience. Consumers will be able to contribute to the research until 19 August 2024 and Macfarlane has nine prizes up for grabs ** for those who participate in the research.


Commenting on the launch of the survey, Rachel Fellows, Retail and 3PL Sales Director for Macfarlane Packaging, said: “Packaging is an important part of the online shopping experience for consumers, so it is key that ecommerce businesses get the balance right when it comes to sustainability, accessibility and branding, while protecting their products. By asking consumers to share their experiences directly, we can support our customers to focus on this important part of the purchasing process. Participants have not held back in previous years and we don’t expect them to in this, our ninth year of the unboxing survey.”




To be able to have a valid entry into the prize draw, consumers need to complete the survey in full and provide a photograph of their packaging. Packaging from marketplace and auction sites including eBay, Amazon, eBuyer, TikTok Shop etc. is not eligible. 



*“Unboxing” is the process of unpacking products, which is often captured on video and published on the internet.


** There are nine individual prizes available in the draw:


  • First Prize: £250 One4all shopping voucher or the winner can choose to donate all or a portion of this to a charity of their choice.
  • Second prize: a Ninja CREAMi Ice Cream & Frozen Dessert Maker NC300UK (worth £200).
  • Third prize: a Ring 2nd generation wireless doorbell (worth £99).
  • Fourth prize: £75 gift voucher.
  • Fifth prize: a £50 Amazon voucher
  • Sixth prize: a Stanley Quencher H2.0 Flowstate Tumbler 1.2L (worth £45)
  • Seventh prize: the Hotel Chocolat Everything Collection (worth £30)
  • Eighth prize: a £30 One4all shopping voucher
  • Ninth prize: an M&S Colin the Caterpillar Letterbox Gift (worth £20).