An extra in the box: what it costs, what it delivers, and when you'd better skip it
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by Verpakkingdeals.nl
7 min reading time
A keyring, card, or candy with every order sounds nice, but it costs money, space, and time. A calculation per package, plus when it's better to skip it.
You see it with fellow webshops and it seems like a good idea: a small keychain, a candy, or a handwritten card with every order. Until you start calculating. For two hundred packages a month, twenty cents apiece costs you forty euros, and ten extra seconds per package costs you over half an hour of work. That's not much — but it's not nothing either, and it's worth knowing what you're buying before you order a box of five hundred pieces.
Below, you'll find what an extra actually costs, what types there are, what to pay attention to regarding weight and regulations, and in which cases it's better not to do it.
Start with your margin per package, not with the idea
The simplest rule of thumb: an extra shouldn't cost more than a few percent of your average order margin. If you mainly sell items between five and ten euros, twenty cents is already a lot; if your average order is above fifty euros, you can easily spend a euro.
Calculate it once and write it down:
Average order margin in euros (i.e., what's left after purchase, shipping, and packaging).
Divide that by twenty. That's your target budget per extra.
Multiply by your number of packages per month. That's what it costs you monthly.
If the resulting amount is one you wouldn't spend on ads without hesitation, then the extra is too expensive.
Three price ranges, three goals
Category
Cost per package
Example
What it does
Penny-wise
under € 0.25
Card, sticker, keychain from a display
Personal touch, hardly any cost
Quarter to Euro
€ 0.25 – € 1.00
Candy, small game
Surprise, works well for gift purchases
Above one Euro
€ 1.00 and higher
Multitool, pin, stress ball
Only for high order value or returning customers
Penny-wise: the most underestimated
The cheapest extras are often the most effective, because you can include them with EVERY package without thinking. The Greeting Card Envelopes 156x220 mm - 500 pieces cost €2.95 for the whole box: that's less than a cent per envelope. So, a card with two lines of text primarily costs you writing time, not money.
This is the mistake that costs the most money. An extra can push your package over a limit set by your carrier: a weight class, or the height that still fits through a letterbox. A keychain weighing a few grams is negligible in terms of weight, but not in terms of thickness — and it's precisely that thickness that determines whether a shipment goes as a letterbox package or a parcel.
Therefore, literally test it: pack one of your best-selling items as you normally would, add the extra, and measure and weigh the whole thing. If you're close to a limit, choose a flatter variant. The Keychain Mini Whistle in 5 colors (€2.95) and the Keychain Rainbow Flag (€4.95) are more compact than, for example, a stress ball. Always check the current terms and conditions of your own carrier for precise dimensions and weight limits; these vary per provider and change regularly.
Edible extras: nice, but there are rules
Sending candy feels harmless, but as soon as you provide food, you have to deal with food safety and labeling regulations — including those concerning allergens and shelf life. The Netherlands Food and Consumer Product Safety Authority describes on nvwa.nl what information belongs on packaged food products. Read this before you routinely include candy with every order, and stick to original, unopened packaging from your supplier — these carry their own labels.
Practically, do not store edible items loosely on your packing table, but in a sealed container, out of the sun and away from tape and markers.
A card often does more than a gift
If you only do one thing, do this. A card with the customer's name, what was ordered, and a sentence about what to do if something isn't right, costs almost nothing and lowers the barrier to contact. This saves you negative reviews that you would otherwise only see afterwards.
Keep it short and to the point: a thank you, order number, and the email address or phone number where someone can get help. No long brand stories. And write it by hand if your volume allows — above fifty packages a day, that's not sustainable, and a pre-printed card works just as well.
When you'd better not
If it doesn't match what you sell. A piece of candy with a tool order feels random. Either align it with your assortment, or omit it.
For discreet shipments. If you send items that people prefer not to draw attention to, a striking extra in the box is exactly wrong. Remaining neutral is then the better service.
If you can't sustain it. An extra that's included in November but not in January stands out. Choose something you can purchase and afford all year round.
For business customers. They usually want a correct packing slip and a package that's on time, not a keychain.
Keep your packing station simple
The practical part is often forgotten: an extra means an extra bin on your table and an extra action per order. Place that bin within reach of where you seal the box, so it happens in the same movement. If you work with different extras per customer group, use colored stickers on the packing slip so you can see at a glance which bin you need — the Price Stickers White for Price Gun MX-5500, 5000 pieces (€9.95) are cheap enough for that.
And keep your consumables stocked: nothing is more annoying than discovering halfway through a peak day that you're out of tape. A stock box like the Tape Rolls 6 Pieces 48x66mm (€21.00) prevents that.
In short
Calculate first, then choose. Below twenty-five cents, you can almost always do something; above that, it becomes a choice you make per customer group. Measure the effect on your package thickness before sending something standard, and choose something small that you can sustain for years rather than something expensive that disappears after a month.
The articles from this piece can be found in the Keychains and Pins & Badges collections; for boxes, tape, and the rest of your packing table, check Packaging & Shipping. Want to know if something still fits within your current box size, or are you looking for larger quantities than listed online? Email info@verpakkingdeals.nl, and we'll calculate it with you.
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