In the retail industry, space on shelves is valuable. No real estate is wasted. Merchandise that doesn’t sell is usually marked down, sent back or thrown out. There are numerous factors that determine whether a customer will buy a product or not and packaging is among the most important. A little-known secret of retailers and brands today is that kraft gift boxes are the fastest selling packaging around. The brown, unbleached paperboard boxes are not only eco-friendly, but are also product sell-out machines. Let’s explore the reasons why, and how your business can tap into the retail power of kraft gift boxes.
The Psychology Behind Kraft’s Retail Success
The key to why kraft gift boxes do better than other packaging lies in understanding the consumer. Consumers are informationally saturated. Supermarkets, dispensaries and boutiques are filled with tens of thousands of products jostling for space. To make decisions, shoppers rely on instinctive, instant decisions. Attractive packaging that looks honest, quality and well-cared for becomes a candidate for purchase. Packaging that appears low-grade, fraudulent or mass-produced gets overlooked.
Kraft paperboard evokes particular connotations. The brown or cream appearance of kraft paperboard is reminiscent of unbleached wood pulp, which the consumer psychologically equates with purity, naturalness and sustainability. In contrast to white boxes that have been over-bleached or plastic clamshells that are wasteful, kraft boxes speak the language of truth: we have nothing to hide. This transparency fosters trust, and trust overcomes the purchase barrier.
In fact, stores report sales of products presented in large kraft gift box are 20-35% quicker than the same product in traditional packaging. These results are most pronounced in products where the use of natural ingredients, artisanal production, or sustainability are most valued: gourmet foods, natural cosmetics, candles, CBD products, and gifts.
How Kraft Gift Boxes Reduce Perceived Risk
All products carry risks. Will it do what they say it will? Will it look like the picture? Will it be damaged? We deal with this uncertainty through visual confirmation. An opaque box leaves the consumer to trust the words and promises of the brand. A kraft box with a window eliminates that doubt. The window allows the shopper to see evidence of colour, texture, size and quality. It eliminates uncertainty and uncertainty is a barrier to quick decisions.
Even when the product is in best custom candle boxes packaging, if the outer box is made of kraft and has a window, the pick up of the product increases because the natural look suggests purity and the window lets the consumer see the proof in the pudding that they want to see for a candle.
Unboxing and Repeat Purchases
Accelerated product movement is not just about initial sales. It is also about repeat purchases. A purchaser who tries a product and is happy with it will repurchase but only if they recall the brand positively. Unboxing is a part of this process. A kraft gift box is easy to open, displays the product attractively, and looks great for photos. When customers record themselves unboxing a kraft gift box and share it on social media, it creates buzz about the brand and gives viewers a taste of the experience.
Stores have reported a higher percentage of reviews and social media posts for products stored in kraft gift boxes. These reviews and mentions attract new customers to the brand, speeding up movement of the product through various channels. The kraft box becomes a marketing machine, long after the product has left the store.
Versatility Across Retail Categories
The versatility of kraft gift boxes is one of their key advantages. These boxes can be used for a wide variety of products. Chocolate truffles come in kraft boxes with oval cutouts. Custom-made soy candles are packaged into Kraft gift boxes with clear lids. Hand-crafted soap bars come in tiny kraft boxes with round windows. CBD pre rolls roll up and down in slim kraft tubes with humidity control. In each instance, the kraft packaging reinforces the brand’s message of natural, genuine, high-quality products.
This makes it possible for retailers to stock displays of several brands in kraft boxes. Shelving filled with kraft packaging looks curated and not just tossed about. Customers are attracted to the cohesive display and linger longer (and buy more) in these areas.
Affordable Alternative to Luxury Packaging
Premium packaging can include cardboard, magnetic locks, foam inserts and foil stamping. These are attractive, but costly. Kraft gift boxes provide an easy way to appear high-end without paying high prices. A simple kraft box with a window, soft touch coating and a small amount of foil decal can look like a 5boxwhilecostingonly5boxwhilecostingonly0.80-$1.50 per unit in volume production.
This leaves more funds available for quality ingredients, promotions, or placement with retailers. Retailers love products that look high-end but don’t need to be priced as such. This leads to quicker sales, based on an attractive value proposition: a premium look at a reasonable price.
Real-World Results from Retailers
Smaller stores and major chains are reporting the kraft effect. A small candle retailer in Portland found that a 6-month trial of kraft window boxes raised their sell-through rate by 28% compared to white gloss boxes. A CBD shop in Colorado reported pre rolls in kraft tubes sold almost 3 times better than those in plastic tubes, even though they were the same price and same quality flower. A New York gourmet food retailer found sets for gifting in kraft boxes sold out two weeks before Christmas while the same sets in printed boxes sat on shelves until January.
Final Thoughts
The key to selling products quicker in the store is not a secret. It is a combination of consumer psychology, material science and retail economics. Kraft gift boxes are honest and sustainable. They are transparent and trustworthy. They delight customers and inspire repurchase and social sharing. They give the impression of luxury at a price that simply can’t be beaten. And they are suitable for all product categories.
