A nationwide survey by James and James has revealed new consumer attitudes towards the booming subscription box industry. Responses revealed that the millennial generation, in particular, want to turn away from high street shopping towards online subscription services.
More than 79% of respondents aged 25 to 34 said that currently on-trend subscription boxes can offer greater choice and personalisation than shopping at their local high street. Millennial respondents commented that online subscription services are “more convenient” and offer the benefits of finding “better deals online”.
The trend goes hand in hand with millennial attitudes towards online shopping, with more than 80% of respondents revealing that they find online shopping more convenient and less tiring than shopping at their local high street.
Explaining their attitudes, millennial respondents relish “no crowds, no queues, no traffic/parking problems, no screaming kids…” and “less stress” when shopping online.
And it’s not just millennials who want more online subscription services – more than 50% of all respondents believe that online subscription services can make their lives easier within the next two years.
One respondent commented, “I’m disabled and am finding it harder to leave the house,” as a compelling reason to try more subscription services in future.
Other key explanations for the shift towards online subscription services included saving time on shopping, convenience of delivery, saving money on regular purchases, requiring less effort, treating themselves or buying a gift for a special someone.
The trend looks like it’s here to stay, with millennials eager to discover more beauty (56%), food (51%), household items (35%), gift or hobby (33%), and clothing (24%) online subscription services. Of the millennials surveyed, two thirds believed that subscription services could make their lives easier in the next two years.
Commenting on the findings, James Hyde, our Co-founder and CEO, said: “It’s another sign that high-street retailers need to adapt quickly, to remain competitive. This means catering for both a tech-savvy generation who enjoy ‘the fact I don’t need to leave the house to shop’ and older consumers who are tempted to try more subscription services so ‘other people can do the carrying.’”