Bundling

Build the bundle around the one item people come for and add only what helps it work. State one saving on the whole bundle and show a complete total. Leave out modest or cheap extras, because buyers tend to average the parts rather than add them. Keep the separate items on sale beside a few distinct bundles, and help people use every part after they buy.

What the report found

1. Bundle what belongs together. Bundles of items that are used together drew more interest than bundles of similar or unrelated items. Start from the one item people come for, and add what makes it work better.
2. Make the saving clear. A saving stated on the bundle as a whole weighed more with buyers than savings spread across its items. Show one honest total. In one survey of bundles, savings averaged about 8 per cent but some bundles cost more than their parts.
3. Leave out weak extras. People often average rather than add. In seven studies, adding mildly good items to strong ones lowered how the whole was judged, and pairing an expensive item with a cheap one lowered what people would pay.
4. Let people choose. Offering the bundle beside the separate items, or letting people pick a set number from a range, generally serves more people than a single fixed package. A few clear bundles beat a long list.
5. Help people use it all. One price for many uses loosens the link between paying and using. Holders of a four day ski pass were more likely to skip the last day than holders of four single day tickets. Remind people of what they have, and when.

Who it is for

For retailers, product and pricing teams, service businesses, subscription and software teams, travel and hospitality firms, and anyone who sells several things together.

How we work

Field Guides turn the evidence into principles, each with the research, a worked example and what to try and watch out for. Every claim is graded, and where researchers disagree, as they do on whether more items make a bundle worth more, both sides are set out before we say where we stand.

Cite this report

The Why We Project (2026) Bundling: Packaging offers together. Field Guide No. 21. Dubai: Why We Tech Ltd. Available at: thewhyweproject.com