“Blind” or “mystery” shopping sells surprise boxes that promise higher value than the purchase price, turning retail into “gamified commerce.” According to University of Toronto Scarborough professor Shreyas Sekar, the practice has spread from parts of Asia to the US, UK, and Canada over the last 3–4 years, with new companies joining each year. Labubu blind boxes helped validate the model outside Asia; Pop Mart International Group reported Americas revenue up nearly 1,300% in its latest quarter.

Le Creuset, Elf Beauty, Michaels Cos., the Miami Heat, and others use secrecy to create buzz and sometimes move unwanted inventory. Influencer Jackie Mitchell (age 28) said a Le Creuset box yielded items she valued at over $600; to buy the $50 box she also paid a $25 VIP ticket and spent at least $150 at the event. Complaints followed a Hartford, Connecticut event: a TikTok creator alleged most US boxes were over $675, but Hartford boxes were $300. Le Creuset apologized and offered remediation for boxes below the guaranteed $300 value or with damaged product.

Retail formats vary. Elf launched 6 cosmetic mystery bundles in early November, each with 5–8 items and advertised savings up to 50%; one kit sold out within a week. Cava paired “blind-bagged plushies” with a limited-time hot harissa meal and ultimately sold more than 33,000 plushies-and-meals after rushing restocks. Consultant Sarah Williams, who started coaching around 2020, says she has coached over 7,000 clients and has run a Texas subscription-box service for 9 years, emphasizing transparency and equal-value packing. Barre3 studio owner Kaylie Wall used holiday mystery bags to reduce excess stock: about 20 bundles, each 3 pairs of required $22 grip socks for $33, during a 3-year anniversary sale.