Subscription services have come a long way from daily newspapers delivered to doorsteps. Today, the category includes everything from consumer goods like beauty boxes and meal kits to digital services like meditation apps and streaming platforms.

The subscription market has grown by 435% over the last decade and is projected to top $1.5 trillion this year. Instead of one-time purchases or traditional retail shopping, many consumers are turning to subscriptions for convenience and an element of surprise. More than 70% of U.S. consumers say they enjoy discovering new brands through subscription boxes, and more than half (55%) have bought a subscription box within the past year.

It’s not just about trying a box or two, though. Many consumers are going all in, with U.S. subscribers juggling an average of more than eight subscriptions and spending over $1,400 a year on them. Gen Z and millennials lead the way in subscription services, with 70% of people age 18-44 holding subscriptions, compared to 63% of those age 45-64 and 55% of those age 65 and older.

These subscribers aren’t just casually sampling but investing in experiences that feel enjoyable and tailored to them. A third of respondents in Motley Fool’s Subscription Survey have even opened a credit card to take advantage of subscription perks. They’re willing to add another card to their wallet if it means getting points, cash back or statement credits linked to subscription spending.

Some of the most popular subscription categories include streaming TV and grocery deliveries. Beauty and skincare services are especially popular, accounting for about 45% of the market. Women are three times more likely than men to subscribe to these services, often for the chance to try new products and enjoy a little treat each month.

However, 1 in 3 people cancel their subscription within three months of joining, with many citing a lack of personalization as the reason. People want more than just a generic box – they want a delivery that feels made just for them. That’s where promo comes into play. Custom items like branded tools in beauty boxes, treat jars in pet boxes or kitchen accessories in meal kits help add a personalized touch that makes the experience feel truly special.

A Monthly Dose Of Happy

What makes people pay for subscription services? A Self Financial survey found these among the top reasons:

  • Subscription boxes are like mini celebrations.
  • People love receiving them and seeing what’s inside.
  • Elevate the excitement by including a little extra in the form of promotional products.


Promo That Helps Subscriptions Feel Worth The Investment

Streaming subscriptions, especially subscription video on demand, continue to be popular. Deloitte research shows that 53% of consumers use SVOD more often than any other paid media service. However, many subscribers feel they’re paying too much. Nearly half (41%) say the content isn’t worth the cost. The average household pays $69 per month for four streaming services, up 13% from last year.

Streaming platforms like Netflix and Hulu can help justify their cost and retain subscribers through promo. A soft blanket or cozy mug can turn the subscription into a more relaxing experience and invite subscribers to kick back and indulge in a new movie or favorite show.

Use Promo To Win Back Subscribers

Subscription fatigue is real, causing people to increasingly hit pause on their subscriptions. More than half of U.S. consumers (61%) are reconsidering their paid subscriptions, and 26% have already canceled one. Americans spend over $200 a year on unused services, wasting an average of $17 a month. This highlights an opportunity for brands to step up their game and keep subscribers engaged. Fun branded items like sport towels in fitness boxes or dog toys in pet kits create surprise and delight, reminding subscribers why they signed up in the first place.

Build Brands While They Binge Watch

Streaming video is part of people’s daily lives. Americans spend more than 13 hours a day with digital media, devoting more than three hours to streaming video. About 1 in 4 subscribers binge-watch at least once a week, with 19% saying they do so daily. These long viewing sessions create perfect moments to bring in promo. Branded gifts like mugs and snacks help build emotional connection and add value to the viewing experience. Plus, promo shows that brands appreciate their subscribers – not just their monthly payments.

Fetch More Fun With Promo

Pets have become beloved members of the family, and pet owners are embracing subscription services to keep them happy and healthy. Nearly 70% of U.S. households have a pet, and more than half of pet owners subscribe to at least one pet-related service. Globally, the pet subscription box market is projected to top $1.6 billion by 2030.

Millennial and Gen Z pet owners are especially interested in customized pet boxes. They value not only convenience but high-quality pet care, which they see as an extension of caring for a family member. Brands can use promo to transform a monthly delivery into a moment of connection and joy. A surprise like a branded bandana or collapsible bowl makes the shipment feel like a treat for both pet and parent.

Campaign Collateral

Ideal for wine clubs or gourmet food boxes, the Vera Wine Glass elevates an unboxing. This 16-oz. goblet is made in the USA from premium soda lime glass and features a full-color logo.

Goldstar / PPAI 114031, Platinum / simplygoldstar.com

The Fitness Sport Towel makes a practical addition to any fitness or wellness subscription box. Featuring an embroidered logo, recipients can use it for activities from gym sessions to yoga flows to post-workout cooldowns.

Starline USA / PPAI 112719, Platinum / starline.com

Treat pet parents to a fun surprise in their next pet subscription box with these PVC Charm Straw Toppers. Each topper includes a one-sided imprint and easily slides onto straws to keep drinks protected from dust and insects.

Tekweld / PPAI 266346, Standard-Plus / tekweld.com

Celebrate new subscribers or subscription milestones with an appreciation gift like this Desktop Succulent Plant. With a full-color logo, this promo piece provides a fun, low-maintenance way to say thanks and keep a brand visible.

Active Life Promo / PPAI 436753, Standard-Base / activelifepromo.com

Brands like meditation apps and music streaming services can make a lasting physical impression with promo. For example, items like the Free Spirit Stainless Steel Bottle keep brands visible during daily walks or listening sessions.

Spector & Co. / PPAI 168328, Gold / spectorandco.com

Great for fashion subscription boxes, the AeroLOFT Motion Crossbody Sling Bag is an everyday essential that keeps brands top of mind. A crossbody strap allows for front or back wear, and zippered pockets provide quick access to a phone or keys.

Ariel Premium Supply / PPAI 161650, Platinum / arielpremium.com

Complement a regular subscription box with a standalone surprise like the You’re Totally Awesome Gift Set. It includes a logoed tote bag, ceramic mug and bag of gummy bears tucked inside a custom mailer box to thank subscribers for their loyalty.

NC Custom / PPAI 111662, Silver / NCCustom.com

Sellers is a California-based freelance writer and former associate editor at PPAI.