Cratejoy 2020 Consumer Report

2020 Consumer Report (COVID)

Surprising (and Not Surprising) Takeaways

While the overarching cultural narrative is that COVID-19 has led consumers to focus more on essentials like groceries, toilet paper, and other household necessities, our research draws a seemingly incompatible conclusion: that COVID-19 has grown Cratejoy consumers’ interest in non-essential “luxury” like self-care, games and activities for the whole family, and other products to “treat” themselves and their loved ones.

Affordable Luxury in Stressful Times

Considering global shelter-in-place orders, it came as no surprise that Cratejoy consumers are spending as much or more online than they spent prior to the pandemic. However, the increased spend on affordable luxury and self-care items stand out in our research.

Overall, people are interested in affordable luxury for themselves, more than gifts for others, activities for kids, or replenishing household supplies. They’re looking for ways to relieve stress and find small joys during this time. The appeal of subscription boxes is strong: consumers have something to look forward to as boxes arrives in the mail, and many of the product experiences are unique each time it arrives, breaking up the monotony of quarantine.

The majority of subscription box buyers are childfree women aged 25-44. This aligns with consumer interest in self-care beyond buying categories, and may also indicate a perception of subscription boxes on the whole as a luxury good, rather than a replenishment solution like other forms of online shopping (e.g. ordering groceries).

Families with and without children are spending on subscription boxes, especially on self-care products.

However, women without children appear to spend more consistently on self-care, which may be due to a greater flexibility in budget.

Demographic Data of 4,000 Respondents

Family and household structure

Gender of respondents

Female:

90.68% (3,618 users)

Male:

8.55% (341 users)

Other Gender:

0.77% (31 users)

58

respondents % of do not have children

44

have children % do in their household

Age of the respondents 13-17 years old: 1.75% (70 users) 18-24 years old: 8.95% (358 users) 25-34 years old: 27.31% (1,092 users) 35-44 years old: 28.43% (1,137 users) 45-54 years old: 17.98% (719 users)

55-64 years old: 10.38% (415 users) 65-74 years old: 4.18% (167 users) 75+ years old: 0.35% (14 users) Declined to say: 0.65% (26 users)

Consumer Behavior and Purchase History

Do you think you will buy another subscription box from Cratejoy?

Yes

50.2%

Not Sure

44.9%

No

5%

28.97 %

40.04% Consumers are purchasing more gifts for loved ones near and far during this time, as well as treats for themselves.

A large majority of consumers plan to remain subscribed despite wider concerns about the economy.

26.83%

24.66%

21.96%

65.11%

21.64% 21.58%

purchased for others

23.50% have not purchased from Cratejoy before

Relative

Child

Partner

Friend

Not specified

Top Categories of Interest for Consumers Aside from essential products (such as food items or toiletries), consumers are currently buying or interested in buying products to meet the following needs:

40.2%

60.1

%

39.1%

Practice self-care

Clean and maintain their home

Maintain beauty routine

56.2%

Treat themselves

38.4%

Decorate their home

36%

52.6%

25.2%

16.8%

New ways to entertain themselves and their families

Organize their home office

Keep kids entertained and learning

16%

Cutting back on buying

8.3%

Other

Educate the kids in their lives

Top Categories of Interest for Consumers

Self-Care

Food and Drinks

47 %

43 %

Beauty

Household Items

Kids Activities

64.5%

40.8%

30.8 %

Books

26.5 %

The Impact of COVID-19 on Purchase Patterns

Has the current COVID environment changed the types of products you purchase?

54.6 %

of people said yes

45.4 %

of people said no

79.9 %

of people said they are purchasing both essentials and non-essentials online (focusing on kids’ educational activities, self-care, and family games & activities)

Subscription Box Interest Has Increased

85% of consumers are as much or more interested in subscription boxes in response to COVID-19. This reflects a greater need for consumers to find small joys and treat themselves at this time.

Despite 15.4% of consumers expressing that COVID-19 has caused them to be less interested in subscription boxes, Cratejoy has seen renewals and cancellations across the Marketplace remain steady.

Gifts for Self and Loved Ones are High Due to COVID-19

The overwhelming majority of respondents are buying gifts for people in their life from the Cratejoy Marketplace.

% 88.1

of respondents say they have or are considering buying gifts for people in their life right now.

We see the increased need to support others during this time, and we love this trend!

41.8

%

of the consumers less interested in subscriptions cite “cutting back on expenses due to COVID-19” as the reason

13.2

%

haven’t found a subscription that meets their needs

45

%

Other

Increased Consumer Stress Signals Need for More Self-Care We asked, “Beyond shopping patterns, how have recent events affected your home life?”

56.5%

38.9%

Increased stress

Created new ways to connect with my family/ friends

19.9%

14.3%

Created challenges with homeschooling children

Created new needs for beauty routine/products

45.9%

Increased my need to find time to focus on myself

19.5%

No real change in my home life

32.7 %

42.2%

19%

4.2 %

Brought my family closer together

simplified my life

Created challenges with working from home

Other

Consumer Needs and How to Fulfill Them What needs do you think Cratejoy or a subscription box could fulfill?

50.7 %

71.8% Provide me with a treat to regularly anticipate

Enable me to discover new things/hobbies

49

%

Give a special gift to someone in my life

20.6%

41.8%

Provide enriching activities for my children

Give me a chance to focus on myself

21.7 %

7.1 %

Update my home with seasonal accents

None at this time