Good things come to those who subscribe

“I’m thinking of gifting a tree sponsorship for Christmas this year – helping to plant the missing piece of Great Avon Wood,” says Penny Lapenna, programme manager at the Living Wage Foundation’s Living Wage Places initiative.

“My partner is a big fan of trees,” she explains, “so we’ll both love contributing to the growth of the largest new woodland in the south-west in a generation”.

Lapenna’s choice reflects a growing appetite for gifts that offer something beyond the initial excitement of unwrapping them. Subscriptions offer one way to keep that feel-good factor going. They’re already a familiar part of everyday life: between us, Brits have an estimated 155m active subscriptions, spending around £26bn a year on everything from streaming services to food deliveries. Now, the model is finding its way into gift-giving, too – offering a year-round reminder of someone’s thoughtfulness, bringing pleasure – and sometimes positive impact – throughout the year.

But the appeal isn’t only practical, or even financial. A subscription offers the promise of another small pleasure still to come, and the knowledge that someone has thought beyond Christmas Day to the weeks and months ahead. Professor Adrian Palmer of Henley Business School has delved into the science behind the pleasure of having something to look forward to. His 2025 research found that anticipating a pleasurable experience can enhance how positively we feel about it, both before and after it happens.

Why, exactly, does receiving a present make us feel so good? The object, the surprise, the brief but glorious feeling of having excellent taste in friends and family – all good. But is it really more about feeling known? That someone has paid attention to what makes us tick, and taken the time to choose something with us in mind? Subscriptions offer a way for the connection to continue, stretching far beyond the exchange itself.

And when that gift also supports something the recipient cares about, the connection reaches further still. For nature lovers, a subscription can help fund the restoration of habitats and the return of wildlife.

One example is LettsSafari, a nature restoration venture founded by Philip Letts. He says its annual subscription is often given as a Christmas present to people who are interested in wildlife and conservation. “It’s a gift that keeps on giving, with an annual subscription lasting a full 12 months, not just the course of a Christmas dinner.”

For £4.50 a month, LettsSafari promises to fund tree planting, endangered wildlife projects and the creation of rewilding safari parks. Subscribers can follow the work online and get advice on rewilding their own outdoor spaces.

Other subscriptions bring the feel-good factor through the post, with treats that are chosen to be kinder to the planet. The Sustainable Book Club, for example, sends subscribers books alongside ethically sourced snacks, drinks and other small gifts. Its books are pre-loved or ‘remaindered’ – unsold copies that publishers sell off cheaply – helping to give them another lease of life.

“We think the subscription is a lovely way to be reminded that sustainability can go hand in hand with enjoyment throughout the whole year,” says founder Charlie Ryall. “Every month the boxes include different goodies with seasonal touches, including spring and summer-themed boxes as well as cosy season favourites.”

For children, meanwhile, a subscription can offer something more hands-on: an invitation to get creative, learn about the natural world and discover how to make a difference. It’s Our Planet Too, a social enterprise based in Hove, makes plastic-free activity kits that are designed to inspire children to care for the environment. Its founder, Kate Cohen (pictured below), explains that the idea is to encourage children to make and play with materials they already have at home, rather than buying more things.

“Less stuff. More stories. That’s the idea behind our Tool Kits For Eco Heroes subscription,” she says. “It’s a gift of time together, curiosity and resourcefulness, helping children discover that what they already have can be the start of something wonderful.”

The business commits 50% of its profits to good causes and distributes kits to local children who might otherwise miss out on environmental education.

The value of a gift is not always measured in the excitement of opening it. Research by Adelle Yang of the National University of Singapore and Oleg Urminsky of the University of Chicago found that gift-givers often favour presents that are likely to prompt an immediate emotional reaction, while recipients place greater value on gifts that offer lasting satisfaction.

A gift subscription to Positive News offers another way to give something that lasts: a year of stories about people and ideas making a positive difference. For many readers, it’s also a way to share a more hopeful perspective with someone else.

Tabitha, who bought a Christmas gift subscription for a family member, describes it as “something tangible, meaningful and most importantly analogue”. Sally sees it as “a way to say thank you to a helpful neighbour” while for Edel, the magazine is “a ray of sunshine. I want to spread that hope and joy.”

And, as Shane puts it: “Giving a gift for Christmas that lasts all year makes it extra special.”

Gifts that outlast the leftovers

LettsSafari: Support tree planting, wildlife conservation and rewilding projects, with a monthly subscription that brings you closer to nature recovery.

The Sustainable Book Club: Monthly deliveries of pre-loved or ‘remaindered’ books, alongside ethically sourced snacks and sustainable treats.

It’s Our Planet Too: Plastic-free activity kits that help children explore sustainability, get creative and discover how they can protect the planet.

Positive News magazine: Give someone a year of uplifting, independent journalism about the people and ideas making the world a better place.

Sprinkle Seeds: A monthly delivery of seasonal seeds and growing guides, helping recipients grow their own food throughout the year. The gift subscriptions come in home-compostable or plantable packaging.

Pause for Mind: A monthly box of small gifts and activities designed to encourage creativity and wellbeing, with the subscription supporting Mind’s mental health work. Gift subscriptions include 12 boxes.

Earth & Wheat: A subscription box of rescued bakery goods that helps tackle food waste and supports food charities.

Oddbox: Rescue wonky and surplus fruit and veg with a regular box of seasonal produce, helping cut food waste and support growers.

Main image: FreshSplash