Small business owners must stay abreast of growing trends to keep their businesses going strong. One such trend is the rise of subscription services. Today's customers increasingly want products and services that are tailored to their preferences and delivered right to their doors. Small businesses can tap into this trend by offering specially curated items that are matched to specific consumers' needs. One may have noticed a fair share of subscription e-commerce businesses that ship items to customers on a regular basis. These subscriptions include everything from meals to beauty products to clothing. There is still room for growth. According to a report by McKinsey & Company, subscription sales increased from $57 million in 2010 to $2.6 billion by 2016. In general, this trend also coordinates with another desire of modern consumers — being willing to pay more for a service that delivers a personalized offering.