the gift box market | Italy

1.1 Definition and scope of study

A gift box is a formula to offer that inside can contain different activities or products that a recipient to whom it is offered can choose from a catalogue. 

There are different types of gift box but the two most popular formulas are the classic box in which inside you can find a predefined object/service whose value corresponds exactly to the amount paid for the box, or the "surprise box" in which inside you can always find objects or services but this time the person who buys it will not have the certainty of what he will find inside for that price.

This type of market can be understood as:

·      Prepaid activity box market (activities such as: beauty and wellness, gastronomy and restaurants, stays and weekends, sports and adventures, etc.);

·      Monthly subscription package market (products offered: food and drink, cosmetics, sweets, etc.). We will not focus on this segment in this study as our catalogue presents a study dedicated to this type of gift package.

The global gift package market is a relatively young market with considerable growth opportunities.

In Europe the value of the market is estimated at around €960 million, and the main player is the Smartbox group, which alone accounts for half of the European turnover. 

In Italy, the main consumer of gift packages is the 25 to 40 age group, although in recent years there has been a strong increase in consumers in the 20 to 25 age group. 

The gift box market in Italy is considered stable. Here, too, the Smartbox group is considered the leader of the sector and it is estimated that since it entered the market, the growth in sales of gift boxes has been unstoppable. Its position has been further strengthened following its acquisition of the Emozione3 brand from Italian company Wish Days, its competitor in the experience gift sector. The gift box sector is largely stable and has good prospects for future growth, certainly in terms of innovation and technology.