Wrapped, Random, Addictive: Why Surprise Boxes Are the New Shopping Trend Hey marketers, welcome back. Last week, I went to a mall with zero plans to buy anything, and I walked into Crosswords like I always do. Just browsing, just killing time, nothing serious. And then I saw a Valentine’s Day table that genuinely made me pause. Blind Date with a Book. Every book was wrapped. No cover. No title. No author name. Just a small label with a few hints like “slow burn romance” or “mystery with a twist” or “comfort read.” You pick one, pay for it, take it home, and only then you find out what you’ve actually chosen. It felt simple. Almost playful. But the more I thought about it, the more I realised this isn’t just a cute Crosswords thing. This is a trend. And it’s everywhere right now. When Mystery Becomes the Marketing Most brands spend years trying to reduce uncertainty. They want you to see the product clearly, compare it easily, trust it, and feel confident before you b...
