Bundling has two distinct meanings. Historically, it was a courtship practice in colonial America and parts of Europe, where an unmarried couple would sleep in the same bed, fully clothed and sometimes separated by a wooden board, to get to know each other before marriage. Parents often encouraged it, reasoning that supervised proximity was safer than unsupervised meetings.
In modern usage, bundling refers to selling multiple products or services together as a single package — often at a discount. Software bundling (Microsoft Office), telecommunications bundles (internet + TV + phone), and insurance bundles are standard business practices designed to increase perceived value and customer retention.
Why It Matters
The historical practice fascinates modern readers because it seems so alien. Sleeping together before marriage — even clothed and chaperoned — violated later Victorian norms so thoroughly that bundling became a symbol of colonial America’s supposedly more pragmatic, less prudish attitude toward sexuality.
Modern bundling is a cornerstone of contemporary capitalism. It’s how streaming services, phone companies, and software giants extract more revenue per customer. The anti-bundling movement — “unbundling” — has emerged as a consumer preference, with people wanting to pay only for what they use.
Examples
- Colonial bundling: Documented in New England, Wales, and parts of Scandinavia.
- Microsoft Office bundle: The archetypal software suite, later unbundled by competitors.
- Cable bundles: The industry standard that streaming services are now dismantling.
Related Terms
- Courtship, colonial America, bundling board
- Package deal, suite, subscription
- Unbundling, a la carte, monetization