Traditional vs Subscription Clubs:

Different Models, Different Behavior

Traditional and subscription clubs may look similar from a distance, but the way members engage with each type is profoundly different.

Subscription clubs see higher editing engagement, with 45.5% of shipments edited and nearly 70% of members making changes—reflecting a customer base that values control and flexibility.

Percent of Shipments Edited

Percent of Members Who Edit

Average Shipment Value

Traditional clubs, meanwhile, anchor the highest-value customers, with an average shipment value of $254.55—significantly higher than subscription’s $201.77.

Ultimately, these two club types serve different needs: Traditional clubs attract long-term, high-value members, while subscriptions are key to capturing modern buyers who demand flexibility and lower commitment. They require different strategies to maximize their potential.

Actionable Insights:

Design for two different customer mindsets. Traditional clubs attract long-term, higher-value members. Subscription clubs pull in customers who want flexibility. Treat these as two distinct audiences with unique behaviors and expectations.
Lean into subscription editing behavior. Nearly 70% of subscription members edit. Use this to your advantage: send early edit reminders, spotlight new releases, and encourage add-ons while they’re already modifying their order.
Build subscription-specific retention paths. Subscription members skip more and churn faster. Create renewal nudges, win-back flows, and “it’s time to restock” prompts tailored to their behavior.
Position traditional clubs as your high-value anchor. With shipments averaging $285, traditional clubs remain your most reliable revenue engine. Reinforce value with perks, curation notes, and early access to releases.