Published on: Tuesday 13 February 2024

Console SecretBox 2023 review: €126 million reveal the gift box revolution in France

Console SecretBox, the direct, commission-free e-commerce solution for gift box sales, reveals exceptional figures in its annual study of purchasing trends. This in-depth analysis, conducted among 1,139 hotels, restaurants, spas and other tourism and leisure players equipped with the solution, demonstrates the emergence of a new paradigm in the gift box industry.

In 2023, consumers massively embraced buying gift boxes sold directly by establishments, generating a colossal €126 million in revenue. This remarkable performance reflects a profound transformation in consumer habits and definitively positions gift boxes as an essential strategic lever.

This groundbreaking study sheds light on emerging buying behaviours and offers sector professionals valuable insights to optimise their commercial strategy in a rapidly changing market.

📊 2023 record figures: The consecration of a business model

2023 marks a historic turning point with performances exceeding all sector forecasts. The progress compared with 2022 perfectly illustrates the acceleration of this commercial revolution:

• €126 million in total revenue vs €108 million in 2022 (+16.7%)
• 1,139 participating establishments vs 945 in 2022 (+20.5% growth in the client base)
• €110,653 average revenue per establishment vs €114,286 in 2022 (qualitative optimisation)
• Sustained organic growth despite a complex economic context
• Democratisation of the model among new segments of establishments

This exceptional performance reveals the maturity of a market that has now moved beyond the experimental stage to establish itself as a structural component of the French tourism and leisure economy.

"These results reflect a structural transformation of the market. Establishments no longer see gift boxes as a complement, but as a strategic pillar of their business model." - Console SecretBox 2023 Analysis

🎁 Consumer behaviour: Experience trumps monetary value

The study reveals fascinating behavioural trends that redefine the understanding of the experience gift market:

Massive preference for gift boxes vs gift vouchers

• 87% of sales are gift boxes vs 13% gift vouchers
• Consumers favour the experience rather than a monetary value
• A search for meaning and emotion in the act of giving
• A desire to create memorable moments for recipients

Significant gap in average baskets

• Average gift box basket: €243 (+19% vs 2022)
• Average gift voucher value: €197 (+8% vs 2022)
• 23% premium for gift boxes reflecting perceived value
• Widespread move upmarket in consumer expectations

Personalisation and upsells

• 12% of purchases generate upsells
• A desire to personalise the experience given to others
• Average 35% increase in the basket with upsells
• Significant cross-selling opportunity for establishments

💻 Purchase channels and digital usage

Analysis of purchase devices reveals strategic lessons for optimising the customer experience:

• 63% of transactions on computer - Desktop experience favoured for gift purchases
• 35% from mobile phone - Continuous growth of mobile commerce
• 2% via tablet - Niche but qualified usage

The predominance of computers for gift box purchases is explained by the considered nature of these purchases, requiring detailed consultation of offers and comparison of the experiences on offer.

Redemption timing and cash flow impact

• Average redemption at 8 months (1-year validity)
• Average redemption at 14 months (2-year validity)
• Optimised immediate cash flow for establishments
• Easier financial planning thanks to this predictability

🏆 Sector performance: Historic records by segment

2023 sets new performance standards for every business segment, confirming the cross-sector success of gift boxes:

Hotels: Excellence and prestige rewarded

• €153,093 average revenue for 3-4-5-star hotels (+15% vs 2022)
• €221,236 for 5-star hotels/Palaces (+22% vs 2022)
• Direct correlation between standing and performance e-commerce
• Luxury segment growing strongly in this market

Restaurants: Gastronomic excellence leads the way

• €178,218 average revenue for Michelin restaurants (+25% vs 2022)
• €581,481 for 3-Michelin-star restaurants (absolute record)
• Demonstration of the appetite for exceptional gastronomic experiences
• Exceptional ROI for starred establishments

Wellness and leisure: Post-COVID resilience confirmed

• €112,723 average revenue for leisure/spa/wellness (+12% vs 2022)
• Strengthened wellness trend in consumer choices
• Gourmet products included in this momentum
• An attractive cross-sector segment for all audiences

"Faced with inflation, consumers want to travel more often, for shorter periods, but with higher quality. Gift boxes are a complete, reassuring solution." - Rémi Ohayon, Founder of Console SecretBox

📈 Exceptional ROI: Up to €510 in revenue for €1 invested

The returns on investment revealed by the Console SecretBox 2023 study set new profitability standards in the sector:

• Restaurants: up to €510 in revenue for €1 invested (record ROI for the sector)
• Hotels: up to €194 in revenue for €1 invested (multiplied by 194)
• Gourmet products: up to €139 in revenue for €1 invested (guaranteed return)
• 25% of annual revenue possible through gift boxes for some establishments
• A record establishment at €3.3 million in gift box revenue

These extraordinary performances demonstrate that gift boxes are no longer a complementary source of income but can become a central pillar of establishments' commercial strategy.

🌱 Strategic vision: Sustainability and responsible innovation

Console SecretBox is part of a virtuous economic approach that meets contemporary challenges:

• ISO 14001 data centre hosting certified environmental management
• Reduced carbon footprint through eco-design of services
• 100% commission-free collection for establishments
• Elimination of intermediaries that confiscate revenue
• Premium eco-responsible packaging enhancing physical gift boxes
• Integrated omnichannel strategy from the initial design

"In 2023, our clients balanced their sales between the festive season and the rest of the year at 50% each. Buying gift boxes has become a sustainable rather than occasional strategy." - Sébastien Rolly, Development Director

❓ FAQ - Frequently asked questions about the Console SecretBox 2023 review

How to explain 16.7% market growth despite inflation?

Inflation paradoxically pushes towards gift boxes: consumers favour short, quality experiences over long, expensive trips. Gift boxes offer a reassuring solution at a controlled price for guaranteed premium experiences.

Why do gift boxes outperform gift vouchers by such a margin?

87% vs 13% is explained by changing mindsets: consumers seek meaning and emotion in their gifts. A gift box tells a story and creates anticipation, whereas the gift voucher remains transactional. The 23% premium in the average basket confirms this perceived value.

Is the ROI of €510 for €1 invested in restaurants realistic?

These figures reflect the reality of the best Console SecretBox establishments. Gourmet dining generates high margins on experiences, and gift boxes create a powerful leverage effect: customer acquisition, loyalty, word of mouth, upsells.

How can an establishment reach 25% of its revenue through gift boxes?

An integrated strategy combining: well-designed attractive offers, regular marketing campaigns (email, SMS, social media), premium packaging, omnichannel management, and above all positioning gift boxes as a strategic pillar from the outset, not as a complement.

Can the deseasonalisation (50/50 festive season vs rest of the year) be generalised?

This underlying trend reflects the maturity of the market. Gift boxes have become a buying reflex for birthdays, Mother's Day, weddings and corporate events. The integration of split payment makes these spontaneous purchases easier all year round.

What are the prospects for 2024 after these record results?

The 2023 trends are intensifying: continued move upmarket, eco-responsible packaging innovation, B2B development with companies, mobile optimisation, and expansion into new segments (sport, culture, training). The goal: €150 million in 2024.