How to start a subscription box business

Starting a subscription box

From healthy snacks to fresh flowers, many of us have signed up to subscription boxes at one point or another. And the good news is, they’re still as popular as ever. 

But what exactly is a subscription box? Essentially, it’s a package of products sent to customers regularly. These could be anything from snacks, books and beauty products to arts and craft supplies or even pet treats. People love the surprise of discovering new things, and a subscription box helps them try out new products easily, without having to shop for them each time.

Starting your own subscription box can be a great idea. If you already run a business, it could be a good way to sell extra stock. Plus, it could create regular payments, build a loyal customer base and can be a fun way to share your creativity and grow your business. You can even use your subscription box to test new products before selling them online, at local fairs and markets, or in your own store.

In this guide, we’ll walk you through everything you need to know, from choosing a theme to packing and sending your boxes. 

1. Choose your niche 

First, pick a theme for your box. If you already have a business, go for something related to what you sell. If you’re starting fresh, choose something that excites you. Your hobbies and interests are a good starting point.

Make sure there’s a demand for what you’re offering. Subscription boxes work best when people need or want the product regularly. Avoid ideas that are too seasonal or based on one-time purchases.

It’s also a good idea to check out competitors. See what’s already out there, what’s working well and where there might be some gaps in the market. Perhaps there’s something that people love but isn’t being offered in a fun, different or convenient way yet. Finding that gap can help your box stand out.

10 subscription box business ideas

If you need a little inspiration for your subscription box business, here are a few ideas to spark your creativity.

• Snack subscription box: Curate a monthly selection of unique and artisanal snacks from around the world, from handmade chocolates to artisanal crisps
• Book subscription boxes: Create a book subscription box tailored to different genres or theme, with extras like bookmarks or literary-themed gifts
• Plant subscription box: For plant lovers, offer a subscription box filled with a variety of houseplants, succulents, or gardening accessories to help build a growing collection
• Health and fitness box: Support a healthy lifestyle with a mix of fitness gear, wellness products and nutritious snacks, tailored to different health goals
• Coffee connoisseur box: Treat coffee lovers with a monthly supply of gourmet coffee beans, unique brewing accessories and snacks to enjoy with their morning cup
• Pet care box: Cater to furry friends with toys, treats and grooming products to keep pets (and their owners) happy each month
• DIY craft kit box: Inspire creativity with a monthly DIY craft kit subscription with all the materials and instructions needed for a new creative project
• Sustainable living box: Promote eco-conscious living with sustainable products, reusable items and eco-friendly alternatives for everyday life
• Retro gaming box: Cater to gamers' nostalgia with vintage or retro video games, collectibles and gaming accessories
• Beauty box: Create a beauty box featuring a mix of skincare and beauty products from niche or emerging brands, chosen to match different skin types and preferences 

When starting your subscription box business, remember that some items can't be sent in the post. Others have restrictions or might not be covered if lost or damaged. Check the full list of prohibited and restricted items before sourcing products and sending your boxes.

2. Find your target customer 

Next, you need to make sure you know who your subscription box is for. Understanding your target audience will help you decide what to offer, how to price it and how to market it.

Here’s what to do:

• Do your research: Find out who typically signs up for subscription boxes. Use surveys, look at competitors and check social media or forums to see what people are interested in
• Create a customer profile: Think about your ideal customer’s age, gender, income, interests, hobbies and shopping habits. The more specific you are, the easier it will be to create a box they’ll love
• Know where to reach them: Once you have a clear picture of your audience, figure out where they spend their time, both online and offline. Think about how they like to shop and what kind of messages will grab their attention

If you already have a business, your existing customer base is a good place to start. But remember, people who buy one-off products might not be the same as those who sign up to subscription boxes.

3. Plan your subscription box business model

Now it’s time to decide how your subscription box will work. This includes how much it costs, what’s included and how often customers will receive it.

First, start by picking a pricing model:

• Freemium model: Customers get some items for free but have to pay for extras or premium features
• Tiered pricing: Different levels of subscription, with more expensive tiers offering extra benefits
• Adjustable rates: Customers can change their subscription based on what they want or how often they want it

Next, decide on the details. Think about how often customers will get their boxes, for example, weekly, monthly or every few months. 
You’ll then need to choose what’s inside each box and whether it changes over time. Finally, decide whether your customers can customise their subscription box by selecting different products or delivery options.

4. Source your products

Choosing the right products for your subscription box is key to making your customers happy.

If you already have a business, you can sell deadstock (leftover stock that hasn’t sold) or other products you already have. You might also have suppliers you trust and can order from again.

Starting from scratch? You'll need to buy products in bulk from wholesalers. This means getting larger amounts at lower prices so you can make a profit when you sell them.

Either way, you’ll need high-quality products that match your business. Always work with trusted suppliers to get good deals and make sure your stock arrives on time. And choose products your customers will want and that offer good value for money.

5. Set your pricing

Choosing the right price for your subscription box is important too. The price you set should match the value of what’s inside the box, while also being affordable for your customers. At the same time, it needs to make enough money for your business to grow.

Here’s how to set a fair price:

• Include all costs: Think about product sourcing, packaging, delivery costs and marketing. These all affect how much you spend
• Check out the competition: See what other subscription box services charge to make sure your price is fair but profitable
• Think long-term: Consider how much it costs to get new customers, how many might unsubscribe and how much a loyal customer is worth over time

If your price is too low, you might not make enough money to keep your subscription box running. But if it’s too high, your customers might go elsewhere or you’ll struggle to attract new ones. That’s why it’s important to find a balance that keeps both your business and customers happy.

6. Build your online presence

Make sure your customers can find all the information they need about your subscription box on your website. If you already have one, simply create a dedicated page for your subscription service. Feature it on your homepage so it’s easy to find, and make sure customers can quickly learn more and sign up. Make sure your pages are written to perform well in search engines.

If you don’t have a website, you can easily make one on platforms like Shopify or Squarespace. Start with a simple yet engaging design and use high-quality images and clear descriptions to attract potential customers. You can create the website yourself or hire a freelancer to help. 

A good website should be clear, easy to use, and simple to navigate. Make sure it includes all the key details your customers need. Ask friends, family, or even customers to check your site and give feedback.

7. Market your subscription box

It’s time to spread the word. A great product needs great marketing to reach the right people.

Here are some ways to promote your subscription box:

• Use social media: Post about your subscription box on platforms like TikTok, Instagram and Facebook. Share high-quality and engaging videos, photos and customer reviews to get people interested
• Work with influencers: Find popular creators who can talk about your box and show their followers why they should try it
• Send emails: Sign up to a platform like Mailchimp to create engaging email campaigns. Send your customers updates, special offers and sneak peeks to keep them excited

8. Deliver your boxes 

Once your subscription boxes are packed and ready to go, simply pop along to your local Post Office branch. Here you’ll find a variety of ways to deliver your boxes across the UK and internationally.

Over the counter services

You can buy postage and send your parcels over the  counter at your local Post Office branch with:

• Royal Mail or Parcelforce Worldwide: With over 500 years of experience, Royal Mail and Parcelforce Worldwide offer reliable UK delivery and international postage services. Available in all 11,500+ Post Office branches, they provide next day delivery, tracking and signature options, while maintaining a low carbon footprint
• DPD services: Ideal for quick deliveries, DPD provides parcel tracking, a one-hour delivery window and sends a photo confirmation upon delivery. They also successfully deliver over 99% of parcels on time , and your customers can choose to have their parcels diverted en route if needed. Available in selected Post Office branches
• Evri services: A cost-effective delivery option, Evri also tracks parcels and provides proof of delivery through photos as standard. They deliver 98% of parcels on time and, if plans change, your customers ca n redirect their parcels while they’re on the way. Available in selected Post Office branches

Other ways to buy postage

If you’d rather skip the queue or buy your postage  in advance, there are other ways to do it:

• Drop & Go: A fast-drop service for online sellers, small businesses or those who just post often. Drop & Go lets you drop off parcels without waiting at the counter for them to be weighed or labelled. This service is available with Royal Mail and Parcelforce Worldwide, plus DPD and Evri in branches that offer these  services. Simply check with your local branch to see which services they provide. Sign up for a free Drop & Go account to get started  
• Parcels Online: Save time by buying postage online, then simply drop off your parcels at your local Post Office branch when you’re ready to send them 

If you run a business and need to deposit cash or cheques from in-person sales, you can do this at your local Post Office branch too. We offer everyday banking services most UK accounts to help you manage your money easily.

Key takeaways 

• Starting your own subscription box can be a great way to grow your business and help you make extra money. It could also help you sell extra stock, build your customer base and test out new products
• To get started, choose a subscription box model. Next, pick a theme, source high-quality products, set fair prices and build an online presence. Social media is a fantastic way to attract more customers and spread the word about your business
• There are lots of ways to send your subscription at your local Post Office branch. Choose from Royal Mail, Parcelforce Worldwide, DPD and Evri. If you send packages often or regularly post multiple parcels, you can also sign up to Drop & Go, a fast-track service which could help save you time