Unboxing and the Season for Consumerism
The holiday season is supposed to be a time of giving and togetherness. Unfortunately, with the current economic crises, financial burdens are taking over. According to CNBC, Americans spent $889 billion in 2021 during the holiday season and retail sales are predicted to soar as high as $960 billion this year. While lower- and middle-class families are trying to afford necessities, they’re now faced with struggling to make memories with their children. The holiday season is a gamble for consumerism and what big gift “Santa” or other holiday figures can bring.
Aside from the cost of gifts, what are people currently asking for?
When asked what stressed them more, 67% of people answered that finding what to give a person is more stressful than the price of the gift on my recent Twitter poll. That same answer is why companies spend a fortune on gift guide promotion and holiday marketing. For the past few years, a trend of unboxing videos has rose to the top of YouTube and TikTok watch counts. An unboxing video creates a relationship between the poster and the viewer, allowing a simultaneous combust of adrenaline. Most videos include the poster opening brand boxes with merchandise and marketing materials or an ever-popular advent calendar.
NPR recently published an article discussing the history of advent calendars that states “advent calendars have their roots in the 19th century, when German Protestants started taking creative steps to mark the days leading up to Christmas, like ticking off chalk marks on walls or doors, lighting candles and placing straws in a Nativity crib” (Treisman, 2022). The calendars act as an easy content series for influencers to create. Brands that make advent calendars include many affordable companies all the way to luxury brands like Gucci, Dior, Chanel, and others.
The unboxing of luxurious brand boxes and advent calendars allows the viewer to take part in the luxury.
It provides people a sense of hope or something to look forward to. It also allows brands to help consumers with gift ideas. Consumers can see what products a brand offers and decide based on what their friends or family are asking for.
Another way brands help consumers during the holiday season are holiday gift guides. Consumers can find a gift guide for almost any demographic. I have used “gifts for men” for the last five years to provide ideas on what to give the men in my life. If your family is anything like mine, they are so hard to shop for, because they refuse to ask for anything. While a commendable quality for most, it only brings confusion and stress to the giver.
Unboxing videos do not just apply to the holiday season.
Throughout the year, popular tech channels will post videos showcasing the latest and greatest devices, generally including a review. In the current day of influencing, it’s difficult to find posters that are genuine in certain industries like beauty and entertainment. However, most tech unboxings are straightforward. Does this device work or not? Is this device comparable to this other device? What is the cost difference? Most of your questions will be answered and if they aren’t, another channel will have the answer, or it provides more content for the original poster.
Unboxing is a process. Packaging Unwrapped wrote an article describing it in three phrases. The first is introduction. Unboxing brand packages might be the first time a person is experiencing that brand. This will set the mindset moving forward. The second phase the article describes is discovery. This period would include the reveal and the time the person is able to spend time with the product and diving into the brand. Lastly comes connection. After the receiver has invested their time in researching the brand and products, the emotional connection is formed.
What makes an unboxing attractive?
Simply put, packaging. Consumers are obsessed with impressive packaging. At its base, packaging is designed to protect the product(s) inside. Beneath the surface, packaging is meant to communicate the brand’s purpose and what it stands for. If a brand’s packaging is considered of a higher quality, consumers are more likely to associate with the brand. On the contrary, if the packaging feels of a lower quality, consumers will assume the brand is “cheap” and will be less likely to purchase and associate themselves with that brand.
Throughout this holiday season, if you are struggling finding the perfect gift try watching an unboxing video. Unboxing videos and gift guides are easy to come by and provide consumers with ideas for many demographics. Don’t let the holiday season stop you, though. If you’re ever curious about a brand, their products, or what they stand for, join the millions of others that have learned through the sharing of an unboxing video.