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The Unboxing
Survey 2023

Unpacking the experience of online shoppers in 2023

Our eighth annual unboxing survey has unpacked the online shopping experience of consumers once more.

This year, during July and August, 1,042 online shoppers revealed what they thought about the packaging being used by internet retailers and how it can impact their shopping experience.

Highlights

55%

say retailers should keep sustainable packaging a top priority

42%

say retailers should keep sustainable packaging a top priority but not at the expense of keeping costs down

87%

would be willing to return packaging to a retailer if it was re-usable

What sectors does our unboxing survey cover?

The 2023 unboxing survey saw consumers review packaging from an extensive range of sectors spanning fashion and beauty through to automotives and electronics.

This year, just over 70% of responses were about packaging from these four sectors:

25% fashion

17% healthy & beauty

15% food & drink

14% home & garden

Unboxing now – and then

What consumers say about their online shopping habits and how it influences packaging

60%

said they’ve been spending more time shopping online

95%

choose home delivery when purchasing online

6%

had to return an item to a retailer

The future of sustainable packaging

With Extended Producer Responsibility on the horizon, sustainable packaging is a hot topic for many businesses – retailers and 3PLs included – but what do consumers think?

60%

have been spending more time shopping online

81%

say the packaging they received was easy to recycle

20%

will drop a retailer if their packaging isn’t sustainable

10%

of parcels had no recycling instructions

81%

say the packaging they received was easy to recycle

What do your customers think about the packaging you
send them?

The full survey contains detailed analysis and opinions about this year’s unboxing trends from the experts in packaging

Packaging optimisation - the key to balancing cost and sustainability

How Macfarlane can help you optimise your packaging to deliver a memorable unboxing experience

The Packaging Optimiser

Our unique Packaging Optimiser tool can show you what your packaging is costing you and the environment. See its impact across six key areas in your supply chain from storage through to transport customer experience.

Innovation Labs

With two state-of-the-art Innovation Labs, we can help you solve challenges and create your ideal unboxing experience. Your packaging will be brought to life by on-site designers, production finish samples, industry standard testing and even mixed-reality demonstrations.

Eco-friendly and sustainable products

Our huge range of packaging has been designed with sustainability in mind. Choose from options that are recyclable and contain recycled content and use just the right amount of material to protect your products while minimising your environmental impact.

Optimised packaging designs

Our team of experts can help you optmise your packaging designs so you can get the most out of it. The tweaks we make to your designs can hlp improve pallet yields, reduce material used in manufacturing, help prevent damages and even cut the CO2e associated with your packaging.

Unpacking key insights - the verdict

Sustainability is still a top priority for consumers when it comes to packaging, but not at the expense of keeping prices down. Alongside the need to wow customers, the results of our 2023 unboxing research highlight the complex balancing act retailers and 3PLs need to perform when it comes to delivering an ideal unboxing experience.

55%

say retailers should keep sustainable packaging a top priority

42%

say retailers should keep sustainable packaging a top priority but not at the expense of keeping costs down

87%

would be willing to return packaging to a retailer if it was re-usable

6%

Happily, only 6% of products arrived damaged in 2023

57%

of retailers are making the most of their packaging by branding it

10%

of parcels had no recycling instructions