Influencers and Resellers Are Turning Empty Boxes Into Big Cash

Doctor Who, One Piece, Pokémon, Star Wars. Empty product boxes from these popular properties have been listed on eBay for $2,500 and up. It’s not too surprising to anyone familiar with modern nerd-dom that even the empty boxes for these perennial collectibles would command high prices.

But look what they’re joined by in that elite bracket: a Bottega Stardust Sparkling Rosé bottle and box (listed for $8,105), the box for a 1980s Rolex Explorer 1016 ($3,850), a “rare” Hermes Bolide box from Japan ($3,450), and a Suntory Hibiki bottle and box ($3,000).

One big reason for this is that buyers are paying big bucks to acquire the original packaging for an item they want to auction off; selling the collectable with an original box almost always boosts the resale price. For high-priced items—a secondhand Rolex Explorer 1016 sells for between $19,000 and $52,000—spending a couple grand on an original box is a worthwhile investment. It’s not just collectibles either; even for items like a Dyson Airwrap or Nintendo Switch , it can make sound financial sense for a seller to track down the original packaging.

There are currently over 160,000 “empty box” listings on eBay (many under $25), and over 140,000 on eBay UK. WIRED requested sales statistics on empty box sales from eBay, Vinted, and Poshmark; eBay declined to provide data, and Vinted and Poshmark did not respond.

There is also an illicit side to this business: Counterfeiters will acquire and use authentic boxes to ship fake products to buyers, hoping to bolster the illusion that the shipped item is real. Sometimes, sellers will ship an authentic box filled with nothing at all in what’s known as an empty box scam .

A seller on Vinted with the username wildswhim, whose listings include jewelry packaging (Vivienne Westwood, Michael Kors) deliberately avoids including “actual empty tubes or containers” in sales to deter counterfeiters. The seller also frequently describes listings as being “for props, staging, or storage.”

Yes, props and staging: Often, these empty boxes are going to influencers and video producers who use them to decorate their film set. Independent creators and aspiring influencers will use empty boxes, bottles, and packaging to stage their Instagram posts and TikTok videos to give their clips a whiff of the luxury lifestyle.

There are currently over 1,500 listings on eBay specifically for the search term “empty box decor.” Listings include a “rare” empty Abercrombie & Fitch “PR box ” listed for $50 and a “rare” empty Fenty Beauty “multi-tier influencer PR launch box” selling for $245. Both of these were originally sent out to select influencers by the companies’ respective public relations teams, indicating that the OG influencers are reselling the items to the next generation of creators coming up behind them.