Holiday Gifting Meets Subscriptions: The Untapped Opportunity for eCommerce Brands

The holiday season is the biggest sales opportunity of the year. Shoppers are seeking meaningful gifts, while e-commerce brands are vying to capture attention. Traditionally, gifts mean physical items—clothes, gadgets, toys, or gift cards. But consumer behavior is shifting.

Enter subscription gifting. Instead of a one-time present, a subscription delivers joy repeatedly—monthly, quarterly, or even for an entire year. From coffee and skincare to books and fitness programs, this model turns a single holiday purchase into a lasting experience. Online shopping is predicted to account for 21% of retail purchases in 2025 and increase to 22.6% by 2027.

For brands running on Shopify, subscription gifting is not only possible—it’s easier than ever with the right tool. That’s where the Easy Subscriptions app comes in.

TL;DR

Subscription gifting is transforming holiday shopping by offering lasting experiences instead of one-time presents. The global subscription eCommerce market reached $278 billion in 2024 and is projected to grow at a CAGR of 41.38% through 2033. For Shopify merchants, tools like the Easy Subscriptions app simplify offering gift subscriptions, boost retention, and drive recurring revenue.

Why Subscription Gifts Are the Perfect Holiday Present

When people think of holiday gifts, they picture neatly wrapped boxes under the tree. But subscriptions add something different: longevity. Every new delivery feels like another holiday moment.

Here’s why shoppers love them:

• Convenience—No need to spend hours searching for the “perfect” gift.
• Flexibility—Choose from monthly, quarterly, or yearly plans.
• Personalization—Many subscriptions are tailored to unique tastes.
• Extended Value—The joy lasts long after December ends.

For recipients, this means an ongoing reminder of the giver’s thoughtfulness. For brands, it means repeat engagement and revenue well beyond the holiday rush.

The Business Case for Subscription Gifting

For eCommerce businesses, subscription gifting checks all the right boxes:

• Predictable Revenue: A single gift purchase can generate months of recurring income instead of just one sale.
• Stronger Retention: Many recipients continue subscriptions after the gift term, creating long-term customers.
• Organic Growth: Happy recipients talk about their gift, share unboxing on social media, and drive word-of-mouth marketing.
• Upselling Potential: Offer gift givers premium upgrades, holiday bundles, or personalized add-ons.
• Differentiation: With so many products fighting for attention, subscriptions stand out as innovative and thoughtful.

How to Launch Subscription Gifting on Shopify

If you’re a Shopify merchant, the good news is you don’t need to start from scratch. Shopify’s infrastructure is already built for scalability, and with the right app, launching subscriptions is simple.

The Easy Subscriptions app is designed to help merchants tap into this trend. Here’s how it works:

• Gift-Specific Options: Buyers can mark a subscription as a gift, add recipient details, and include a personal message.
• Flexible Billing Cycles: Support for one-month, three-month, six-month, or yearly plans.
• Automated Reminders: Notifications remind recipients when their gift term is ending, nudging them to renew.
• Seamless Shopify Integration: Subscriptions fit naturally into your existing checkout flow.
• Custom Branding: Merchants can design the gifting experience to match their store’s holiday theme.

In short, Easy Subscriptions simplifies the management of recurring payments, allowing brands to focus on delighting their customers.

Holiday Marketing Strategies for Subscription Gifting

Launching subscriptions is step one. Marketing them effectively is step two. Here are proven strategies to maximize seasonal sales:

• Position as “The Gift That Keeps Giving”: Frame subscription gifts as more meaningful than one-time presents.
• Create Holiday Bundles: Add exclusive packaging, limited-time bonuses, or discounted starter rates. Scarcity creates urgency.
• Leverage Email Campaigns: Segment your email list to target holiday shoppers. Include testimonials from past gift recipients.
• Use Social Proof: Encourage customers to post unboxing or reviews. User-generated content builds trust.
• Highlight Last-Minute Benefits: Subscriptions are digital-first, making them perfect for shoppers who miss shipping deadlines.

With Easy Subscriptions, merchants can automate reminders, run campaigns around specific gift durations, and seamlessly manage renewals.

Real-World Examples of Subscription Gifting

The model isn’t limited to one niche. Many industries are already thriving with subscriptions:

• Coffee Roasters—Fresh beans delivered monthly.
• Beauty Brands—Skincare or makeup boxes tailored to personal needs.
• Book Clubs—Curated reads for book lovers, delivered monthly.
• Fitness Brands—Online workout memberships paired with optional gear.
• Pet Stores—Monthly boxes of treats, toys, and essentials.

If it can be packaged, shipped, or streamed, it can be offered as a subscription.

Overcoming Challenges with Subscription Gifting

While the opportunity is huge, a few hurdles exist:

• Logistics—Ensuring timely recurring deliveries.
• Customer Education—Some shoppers may not understand how subscription gifting works.
• Retention—Turning gift recipients into paying subscribers.

Solutions?

• Use clear product pages that explain how gifting works.
• Offer onboarding emails to recipients.
• Provide discounts or perks for continuing after the gift term ends.

The Easy Subscriptions app simplifies much of this by automating reminders, handling renewals, and creating a smooth user journey.

The Future of Holiday Gifting in eCommerce

Holiday shopping is evolving. It’s no longer just about physical products—it’s about experiences. Subscription gifting delivers on both: the joy of unwrapping and the ongoing experience of receiving.

For eCommerce brands, it means:

• Reliable recurring revenue
• More loyal customers
• A way to stand out in crowded markets

Platforms like Shopify, paired with Easy Subscriptions, make it easier than ever to seize this opportunity.

Ready to Add Subscription Gifting to Your Shopify Store?

The holiday season isn’t just a sales rush—it’s a chance to build long-term relationships. Subscription gifting captures the holiday spirit while delivering year-round value.

With the Easy Subscriptions app, Shopify merchants can:

• Launch subscription gifting in minutes
• Automate billing and renewals
• Personalize the gifting experience
• Increase retention after the holiday season

So, as you prepare for the holiday rush, ask yourself:

Are you ready to add subscription gifting to your strategy?

Frequently Asked Questions about Subscription Gifting

1. What is subscription gifting in eCommerce?

Subscription gifting is when a shopper buys a subscription plan—such as coffee deliveries, skincare kits, book clubs, or online fitness memberships—as a present for someone else. Unlike traditional one-time gifts, a subscription provides ongoing value through repeated deliveries or access over weeks, months, or even a full year.

2. Why are subscription gifts popular during the holidays?

Holiday shoppers love subscription gifts because they’re convenient, flexible, and personalized. They eliminate the stress of searching for the “perfect” item while offering a unique experience that lasts long after December. Every delivery feels like a new surprise, making the gift more memorable than typical presents.

3. How can Shopify merchants offer subscription gifts?

Shopify merchants can enable gifting seamlessly using apps like Easy Subscriptions. With this setup, buyers can:

• Mark a subscription as a gift during checkout
• Add recipient details and shipping information
• Select flexible billing cycles (monthly, quarterly, or yearly)
• Personalize with gift messages or notes

4. What industries benefit most from subscription gifting?

Subscription gifting can work across nearly any niche. Popular categories include:

• Coffee & Tea—monthly deliveries of specialty blends
• Beauty & Skincare–curated boxes tailored to personal needs
• Books & Magazines—hand-picked reads for enthusiasts
• Fitness & Wellness – online class memberships or gear kits
• Pet Products—treats, toys, and essentials delivered on repeat

5. How do subscription gifts help eCommerce businesses grow?

They create predictable recurring revenue, improve retention by converting gift recipients into long-term subscribers, and spark organic growth through social sharing and word-of-mouth. A single holiday gift often leads to months (or years) of revenue.

6. What makes subscription gifting better than gift cards?

While gift cards offer spending flexibility, they’re often impersonal and forgettable. Subscription gifts, by contrast, feel more thoughtful and engaging. They offer a personalized experience, ongoing excitement, and repeated brand touchpoints—keeping customers connected to the store well beyond the holidays.

7. How can merchants market subscription gifts during the holidays?

To maximize sales, merchants should:

• Position subscriptions as “The Gift That Keeps Giving” in campaigns
• Bundle special holiday offers with exclusive packaging or bonuses
• Run segmented email campaigns targeting gift shoppers
• Promote last-minute gifting benefits, since subscriptions don’t rely on shipping deadlines
• Highlight user-generated content, such as unboxings and reviews from real customers