Black Friday 2024 saw UK online spending hit an estimated £1.12 billion (Adobe Digital Insights), with shoppers starting earlier, spending more strategically, and expecting faster, smoother delivery experiences. Black Friday is just around the corner and with 52% of Black Friday shoppers relying more on promotions due to financial pressures (Mintel) – retailers are under pressure to stand out and deliver real value.

In recent years packaging has evolved beyond a delivery tool – it’s become a strategic asset that shapes the shopping experience, influences perception, and drives loyalty.

Here are five packaging trends we have already spotted and/or expect to see retailers using during Black Friday 2025:

1. Smart sizing & material use = cost & carbon reduction

Right-sized packaging is one of the simplest ways retailers are boosting efficiency, cutting costs, and reducing their environmental impact. Choosing the right box size is lowering storage costs, speeding up fulfilment, and reducing material use – all while supporting Extended Producer Responsibility (EPR) compliance and helping to keep future EPR fees down.

Less material means fewer emissions during manufacture and transport, more packs per pallet, and reduced warehouse space – creating savings that add up across the entire supply chain.

Important stat: DHL’s research found that 24% of the volume of an eCommerce parcel is empty space, increasing both cost and carbon unnecessarily (DHL).

What works: Aligning packaging with courier specs (Royal Mail, Amazon, DPD) to avoid surcharges and reduce void fill.

Real-world example: Previously, Closer Pets introduced Amazon-certified eCommerce packaging that fits each product precisely – improving protection, cutting excess material, and enhancing the unboxing experience.

2. Print with purpose = boosting the power of brand

Retailers are transforming every delivery into a branded experience with printed packaging – turning plain boxes into powerful marketing tools. This helps strengthen brand recognition, add perceived value, and drive repeat purchasing long after the unboxing moment.

When done well, print is elevating packaging from functional to memorable – creating shareable moments that inspire loyalty, repeat purchasing and social engagement.

Important stat: Customers who have a positive unboxing experience show 50% higher repeat purchase rates than those with neutral packaging experiences (eDesk).

What works: Choosing the right print process – Flexo for high-volume efficiency, Litho for premium finishes, and Digital for fast-turnaround, limited-edition or seasonal campaigns.

Real-world example: Pimentae’s litho-printed cocktail boxes combine bold, vibrant branding with a luxury feel that reflects their premium positioning – ensuring every delivery looks as good as it tastes.

3. Connecting creatively = building loyalty through Smart packaging

A lot of today’s packaging doesn’t just protect products – it’s building relationships. Many retailers have explored the use of interactive elements like QR codes, personalised print, and limited-edition seasonal designs to turn packaging into a storytelling tool that sparks emotional engagement and brand loyalty.

Seasonal or time-limited designs create a sense of exclusivity, encouraging customers to act fast and share their experiences online – extending brand reach beyond the point of sale.

Important stat: With personalisation, consumers are 110% more likely to add additional items to their baskets and 40% more likely to spend more than planned (Bearing Point).

What works: Packaging QR codes to unlock exclusive content – from loyalty rewards and behind-the-brand stories to product tutorials or sustainability info – adding lasting value beyond delivery.

Real-world example: Vinca Wine’s litho-printed “wine cracker” box combines playful, festive design with recyclable materials and a ribbon finish that makes every unboxing feel like a celebration.

4. Product protection = protecting brand reputation & consumer experience

Retailers understand that packaging failures don’t just cost money – they damage trust and brand image. Every return, refund, or broken product erodes customer confidence and adds unnecessary cost and carbon to business operations.

Transit-safe, well-engineered packaging secures products through every stage of the delivery journey which helps retailers to protect margins and maintain their reputation for reliability during the Black Friday rush.

Important stat: 84% of consumers say a positive Black Friday experience makes them more likely to shop with a retailer again (Mintel).

What works: Durable, right-sized boxes with reinforced cardboard structures or internal fittings to protect fragile or premium items during courier handling.

Real-world example: Gymkhana Fine Foods introduced bespoke eCommerce boxes engineered to protect fragile glass jars – reducing breakages in transit, cutting waste, and boosting customer satisfaction.

5. Going greener = doing better for the environment & customers

Today’s shoppers are consciously choosing brands that share their own environmental values. Sustainable packaging not only helps reduce waste and carbon – it also reinforces brand integrity, supports Extended Producer Responsibility (EPR) compliance, and attracts eco-minded customers who buy with purpose.

Many retailers are switching to recyclable, renewable, or reusable materials to demonstrate their commitment to sustainability while improving brand perception and future-proofing against evolving legislation.

Important stat: 62% of UK consumers say they “often or always” choose sustainable options when shopping (The Roundup).

What works: Replacing plastic, bubble wrap and other non-recyclable materials with paper-based cushioning or corrugated alternatives that offer the same protection – without the environmental cost.

Real-world example: Borough Broth replaced wool insulation with sustainable packaging for its chilled deliveries – improving thermal performance, enhancing brand presentation, and cutting the environmental impact of every shipment.

Final thought: Packaging that performs

This year’s Black Friday trends highlight just how much packaging influences success – from cutting costs and carbon to strengthening brand impact and improving delivery efficiency. The retailers who stand out are those that treated packaging as a performance driver, integral to overall process and not as an afterthought.

Sustainable materials, right-sized designs, and creative print are shaping how brands connect with customers and stay compliant under evolving regulations. Together, these innovations show that smart packaging doesn’t just respond to demand – it gets businesses ready for whatever comes next.

Ready to raise your packaging game?

Talk to our team about how bespoke, sustainable, and courier-ready packaging can help you perform better – during peak seasons and beyond.