As online ordering becomes standard-fare, online retailers have had to step up their game with respect to packaging. Unwrapping boxes has now become entertainment. It might surprise you that over 33 million people and growing are subscribed to one of dozens of “unwrapping” YouTube channels. More importantly, the product becomes almost secondary to the packaging. I watched a few of these channels and timed the hosts relative to how long it took them to even begin opening the package. In many cases it was two to three minutes. This points out how packaging is a big contributor to the perceived value of an item to today’s consumer — another thing that we must think about as we plan our future product presentations.
—Eric Priceman, Victory