curating the perfect unboxing experience

Learn about the trend sweeping e-commerce and redefining first impressions. The unboxing experience has become more than a nice-to-have—it’s a powerful tool for brand recognition, customer retention, and social sharing. Here’s what makes it work (and how to make it yours).

what is it

An “unboxing experience” is a customer’s first interaction with a product—the moment they open a package and engage with its design and presentation. While product reviews and packaging reveals have been around since the rise of social media, the term “unboxing” gained momentum in the early 2020s, fueled by TikTok and Instagram. Brands began collaborating with micro-influencers to showcase their products, turning packaging into an essential part of the customer journey.

popularity of unboxing

More than just a social media fad, unboxing experiences are a powerful marketing tool that influences purchasing decisions. Eye-catching, well-designed packaging encourages customers to share their experience online, driving brand visibility and engagement.

Unboxing Experience with Bubble Paper Wrap

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As of April 2025, #unboxing has a great influence on many platforms:

• 13.2 million posts on TikTok

• 7.3 million posts on Instagram

• 6.4 million posts and 6.2 thousand following Facebook

why it matters to the packaging industry

Creative packaging is not a new concept. Communicating the brand, capturing customer attention, and fostering recognition through packaging grew in the early 1900s when mass production and distribution became the norm. The rise of unboxing content means customers expect packaging that is not only protective but also visually appealing, sustainable, and memorable. Finding a packaging solution that is all three aspects is difficult, but attainable.

A well-crafted unboxing experience can create brand loyalty, drive repeat purchases, and even boost sustainability efforts by using recyclable and compostable materials.

what makes a good unboxing experience

Aesthetic & Branding – Clean, well-designed packaging that aligns with your brand’s identity.

• Sustainability – Customers want packaging that is eco-friendly and easy to recycle, like Bubble Paper Wrap!

• Protection – The product should arrive undamaged, with thoughtful cushioning that doesn’t create excess waste.

• Ease of Use – No one wants to struggle with excessive tape or hard-to-open materials. Simple, frustration-free packaging enhances the experience.

• Shareability – Packaging that surprises or delights encourages customers to share their unboxing moments online.