Macfarlane Packaging, the UK’s leading distributor of protective packaging and growing in Europe, today (9 July 2025) launches its 10th annual unboxing* survey, which for a decade has enabled consumers to unpack their experiences and provide feedback on the packaging used by the UK’s online retailers.
Over the past 10 years, the annual survey results have reflected the changes in consumer behaviour and demands of packaging for online purchasing. Internet shopping has more than doubled from 12.5% to nearly 30% of all UK retail sales in a decade [Source in Notes to Editors below] with consumer convenience and the global pandemic accelerating the increase in online consumer spending activity.
The survey results provide constructive insights into consumer experiences with ecommerce packaging, which not only allows Macfarlane’s packaging experts to accurately advise customers, but the findings also help online retailers to understand consumers’ preferences and evolving expectations. The 2025 survey invites consumers to share their opinions on packaging used by internet retailers with topics including:
- the types of packaging
- packaging sustainability
- packaging branding and accessibility
- damages during shipping
- returns processes
- overall satisfaction with the unboxing experience
Consumers will be able to contribute to the research until 19 August 2025 and Macfarlane has ten prizes up for grabs for those who participate in the research, including vouchers or a donation to charity, a Ninja CREAMi, spa breaks and much more.
Commenting on the launch, Rachel Fellows, Retail Sales Director for Macfarlane Packaging, said: “For 10 years we’ve been asking consumers about their unboxing experiences, which have spanned a huge range of products, sectors and brands in the online retail space, and it’s revealed how crucial packaging is to the customer journey.
“The feedback we’ve received from consumers in the past has emphasised that a careful balance needs to be struck by online retailers, ensuring packaging is sustainable but also provides accessibility, product protection and leaves a positive impression of their brand. We’re excited to hear from everyone about their unboxing experiences, the good and the bad, and we hope that for this 10th survey that we get a record-breaking response.”
The survey opens on 9 July 2025 and closes on 28 August at 00.00 hrs. There is a prize draw for completed surveys to win one of ten prizes*** [see notes to Editors for prize list].
To be able to have a valid entry into the prize draw, consumers need to complete the survey in full and provide a photograph of their packaging. Packaging from marketplace and auction sites including eBay, Amazon, eBuyer, TikTok Shop etc. is not eligible. To take part in the survey go to: macfarlanepackaging.com/unboxing-survey-2025
To see the full 2024 survey results go to: The Unboxing Survey Results 2024| Downloads | Macfarlane Packaging