# In-Store Mystery Boxes Marshalls' Surprise Boxes Treat Shoppers to Fashion, Decor, Tech & More By Laura McQuarrie | Published 2019-08-14 | Pop Culture Source: Trend Hunter, https://www.trendhunter.com/trends/surprise-box References: [prnewswire](https://www.prnewswire.com/news-releases/marshalls-brings-its-shopping-experience-to-life-with-surprise-boxes-waiting-to-be-discovered-in-every-store-across-the-country-300901301.html) & [marshalls](http://www.marshalls.com/rules/) Just as many online brands are embracing [mystery product boxes](https://www.trendhunter.com/trends/whisky-blind-box), Marshalls is now introducing its own Surprise Boxes with plenty of treats for in-store shoppers to discover. On August 16th, a Marshalls Surprise Box will be placed in all stores across the country and the first lucky person to locate it will walk away with great surprises. Each of the curated Marshalls Surprise Boxes will be unique and have the potential to treat consumers to fashion, tech, beauty, home decor and accessories, reminding of how the store's assortment continually surprises shoppers with great finds and prices. To kick off the start of its mystery box program, Marshalls collaborated with Kaley Cuoco, who appeared in the [Marshalls Tribeca](https://www.trendhunter.com/trends/the-upgrade-lounge) store in New York City to share the very first Marshalls Surprise Boxes ahead of the official launch. ## Trend Insights (Trend Hunter) - Score: 6.8/10 - Popularity: 97% | Activity: 100% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Pop Culture](https://www.trendhunter.com/popculture) > [Celeb Products](https://www.trendhunter.com/celebproducts) ## Key Themes ### Why This Trend Is Growing - **In-store Mystery Boxes:** In-store retailers can attract customers by creating unique and personalized mystery boxes that provide consumers with exciting surprises. - **Curated Surprise Boxes:** Curated surprise boxes could be a new marketing tactic for brands as it results in positive customer experience and can boost customer loyalty. - **Personalized Shopping Experience:** Personalized shopping experience is an important trend and brands could leverage this trend by creating curated boxes that cater to specific customer preferences. ### Industries Being Reshaped - **Retail Industry:** The retail industry could utilize curated and personalized surprise boxes to attract more customers and increase sales revenue. - **E-commerce Industry:** E-commerce businesses could utilize curated surprise boxes to enhance the customer experience and provide unique products to consumers during online shopping. - **Marketing Industry:** The marketing industry could utilize curated surprise boxes as an innovative marketing tactic for brand promotion and customer retention. ## Related on Trend Hunter - [Phone Case Blind Boxes](https://www.trendhunter.com/trends/holiday-blind-box-sale.md) - [Blind Box Toy Shops](https://www.trendhunter.com/trends/miniso-store.md) - [Hair Clip Blind Boxes](https://www.trendhunter.com/trends/emi-jay-blind-box.md) - [Pursemaker-Backed Blind Boxes](https://www.trendhunter.com/trends/montana-west.md) - [All-Day Shopping Experiences](https://www.trendhunter.com/trends/maxxinista-express.md) - [Limited-Edition Candy Deliveries](https://www.trendhunter.com/trends/pucker-up-sour-mystery-box-x-joely-live.md) - [Oral Care Surprise Packs](https://www.trendhunter.com/trends/mystery-pack.md) - [Retailer-Branded Airport Lounges](https://www.trendhunter.com/trends/the-upgrade-lounge.md) - [Experiential Social Clubs](https://www.trendhunter.com/trends/good-stuff-social-club.md)