Tap into surprising souvenirs

By Melody Caban

Blind boxes are booming across the retail industry.

In the world of retail, few trends have captured consumer imagination quite like the blind box phenomenon. Odds are you’ve seen one before. These mysterious packages, where buyers purchase items without knowing exactly what they’ll receive, have evolved from a niche collectible market into a powerful retail strategy that’s reshaping how customers engage with products and brands.


The psychology behind blind boxes taps into the thrill of surprise, the satisfaction of collecting and the dopamine rush of anticipation. This combination creates what retailers call “the unboxing experience,” a moment of pure excitement that’s highly shareable.


"In a world where everything seems predictable and immediately available, there is profound power in preserving a little mystery."


The numbers speak volumes about this trend’s commercial power. According to a recent report from Cognitive Market Research, U.S. sales revenue from blind box toys has exceeded $4 billion, demonstrating the massive market appetite for this experience.



Choosing the right vendors

There are some considerations for retailers that want to offer a blind box experience without creating their own. First, you will want to make sure that blind box vendors align with your niche. Find vendors that specialize in products fitting your store’s brand and target audience. A comic book store might seek a vendor focused on licensed Japanese collectibles, while a gift shop might look for quirky stationery or novelty items.



Leverage your store’s inventory

Even if you primarily source from vendors, creating your own blind boxes or mystery bags is an excellent way to manage inventory and create a unique, personal experience for your customers. Some destination retailers may want to create “end of season” surprise bags, with collectible yet slower-moving inventory. This helps you to clear out seasonal items to make room for new stock.


While the potential for success is high, it’s crucial for retailers to manage the process carefully. Develop a clear return policy for blind boxes, whether opened or unopened, to ensure your entire team knows how to handle these requests.



The future of mystery retail

The blind box trend shows no signs of slowing down. It’s expanding into new categories and age groups, from jewelry and gourmet snacks to beauty products and even home decor. As retail continues evolving in an increasingly digital world, blind boxes offer genuine moments of surprise while creating community.


For retailers willing to embrace the mystery, the results can be rewarding. In a world where everything seems predictable and immediately available, there is profound power in preserving a little mystery.





Melody Caban is founder of Melody CabAn Consulting, a Latina-owned consulting service that cracks an urgent problem facing museums. Learn more at www.melodycabanconsulting.com.