We all love being surprised. Remember those lazy Christmas mornings when you couldn’t wait to open the beautifully wrapped boxes under the tree? This fascination with being surprised stays with us our entire lives. Today, you don’t have to wait for Christmas Day to open a box of surprises—all you need to do is go online.
Buying something without knowing what it is may sound counterintuitive —but you’d be surprised by how long it has been practiced. The concept is centuries old. Lucky Dip games have been a staple at fairs and public gatherings in the 19th century, later becoming part of fundraisers and charity events. In the early 20th century, retailers began selling “surprise packages” at a deep discount. This turned the concept into a business, a marketing strategy to keep things fresh for customers, and keep them coming back for more. The idea is still very much alive today, covering everything from loot boxes in video games to Gachapon machines in Japan.
What is a mystery box?
A mystery box is pretty much what the name suggests. You buy a package of goods without knowing what’s inside. The surprise comes when it’s time for a mystery box opening: it could contain anything from a worthless trinket to a high-profile, premium item.
In the last century, many retailers used mystery boxes to offload unsold inventory to willing buyers. The idea was that they would pack a bunch of unsold products into a box, and apply a heavy discount to the package. The idea stuck and became a marketing scheme that would keep shoppers returning. After all, the chance of getting an expensive item at a heavy discount is alluring.
The concept of mystery boxes is simple: you buy a box of items at a set price, without knowing exactly what it contains. The supplier tells you what it might contain —usually, something valuable, like a luxury watch or a gadget. Curiosity and a love for surprises are fundamental aspects of human nature. So, the potential for a valuable gift wrapped in a mystery is the perfect combination.
Mystery boxes come in a variety of shapes and sizes —quite literally, in some cases. They have different price points (some of them are even free), and different types of products inside, from electronics to luxury items. Some may contain a gaming mouse, others, a USD$10 (approx. UGX36,000) gift card. And some go as high as luxury cars, cruises, and similar items. The idea is that every box contains something.
In short, mystery boxes are an online shopping experience with an added twist of uncertainty. They are the perfect combination of retail therapy and the thrill of surprise. They allow customers to discover new products while tapping into their love for unpredictability.
Mystery boxes in the digital age
You may not stumble upon boxes of stuff when you walk into a Macy’s or JCPenney today —but the idea is very much alive. Some websites offer you the same experience: buying a virtual “box” and getting a real-life surprise. Some of them will even give you daily free boxes to keep you coming back for more.
But the thing to keep the idea alive the most efficiently today is the loot boxes, made famous by video games like Counter-Strike or FIFA. These, like mystery boxes, are bundles of (virtual) items that players can get in-game. Most of the time, they are purely cosmetic items, like the skins and badges in Counter-Strike. In some games, they can be game-changers, though – literally. EA Sports FIFA, for example, was accused of being a “pay-to-win” title due to their presence in the game.
You can get loot boxes during your normal in-game activity as part of promotions or on special occasions. The controversial part is opening them: you need a key to do that, and the key usually costs —whether it’s in-game currency or real money depending on the game.
See also: Mobile game subscriptions: Are they the future of gaming apps?
Are mystery boxes worth it?
From a business perspective, the answer is most likely a “Yes”. Aside from a chance to move stuck inventory, it’s a thing that will make customers come back for more. Things get a bit more nuanced from a buyer’s perspective, though.
Are mystery boxes worth buying? This depends on you entirely. Buying something —possibly at a deep discount —may just be the retail therapy you need. Add the thrill of surprise to the mix, and you have a formula that’s always a winner. This is especially true if the box in question may contain something truly valuable.
On the other hand, there’s always a chance that you’ll be disappointed by the contents of the box —which is a real possibility. You don’t know what you’re getting —there might be a luxury watch in the box, but also what remains after a warehouse sale. You might end up paying a lot for cheap items that are outdated, maybe even useless. And keep in mind that, in most cases, the sale is final – there’s no room for returns or refunds.
You may find mystery boxes worthwhile if you are:
- A thrill-seeker: mystery boxes are as much about the experience as they are about the items inside.
- A surprise-lover: especially if the box has a theme that you’re passionate about.
- A collector: sometimes, mystery boxes can have limited-edition merch or collectible items.
- A social media content creator: unboxing videos are an excellent opportunity to engage with followers. And, of course, to add suspense and surprise to the mix.
If you are a conscious or risk-averse shopper, mystery boxes are not for you.
Mystery boxes give online shopping an unexpected spin. The mystery, the surprise, the chance to lay your hands on rare and valuable items —these all make them attractive. Before diving into them, though, be aware of the risks: you may set yourself up for disappointment when buying them.
