Wrap 'N Roll!

Because presentation means so much, gift givers are raising their use of giftwrap to the level of an art form, with as much time and care put into the "look" of a package as to the choice of its contents. "Wrapping says a lot about the person giving the gift," notes Jean Leigh, director of marketing for The Giftwrap Company, Atlanta. "They want to personalize it with their own style."

And vendors have responded with a wealth of creative wrap solutions. It's not just about sheets and rolls of paper anymore: bags, boxes, tissues, pouches, ribbons, tags, and a host of other embellishments offer today's customers a range of options for creating packages that reflect their own, unique style.

Of course, paper remains a mainstay in the category, and continues to entice buyers with beautiful designs for everyday or special occasion use. While paper wraps aren't experiencing large sales growth, interest remains steady, and any giftwrap section would be incomplete without a good selection. But gift bags are now giving paper wrap a run for its money, according to Jean Leigh. Convenience plays a large role, as time-strapped consumers can purchase a bag, tissue, and card, and quickly put the whole thing together on the way to the occasion.

But convenience isn't the only driver of this trend. Manufacturers and designers are now making fashion-forward gift bags or totes reminiscent of handbags in their look and style. Handle treatments such as ribbon, clear tubing, metal wire, strung beads, and feather boas exemplify the chic theme. The top edges of bags are also being enhanced with everything from cuff treatments to die-cut and scalloped edges. Glitter and flocking, as well as beaded, fringed, or boa edgings add to the overall look. Die-cut windows allow tissues and shreds to show through the bag, and tipped-on trappings stand out from the bag, adding visible dimension. Some bags even have purse-like flaps that close over the top. Most importantly, all of these trimmings enhance the perceived value of the gift.

An added feature of bags over wrap is the reusability of bags — for more gifting or a multitude of other uses. "People reuse gift bags to carry their lunch or personal belongings for weeks after they receive it," observes Jocelyn Fodiatis, new product development coordinator for Design Focus by Glitterwrap, Rockaway, New Jersey. "So giving the perfectly dressed gift bag is sometimes a gift in itself."

In most cases, a gift isn't really a gift without a ribbon or bow wrapped around the box or tied to the bag. And ribbon isn't just ribbon anymore: today's choices include everything from curling and wired and raffia ribbon ties to satins, velvets, and grosgrain ribbons.

"Wired ribbon is still strong because it's so versatile and easy to work with," remarks Joni Compton of Nashville Wraps, Hendersonville, Tennessee. "Cords and fringes, as well as beaded, embroidered, and tasseled ribbons are also receiving increased interest." Add to that the wide selection of bows — including premade, novelty, pull-bows, and even bows with a voice-recordable chip to include a personal message— and you have plenty of mix-and-match options.

In addition, there are the little extras such as tags, stickers, coordinated tapes, and other frills that allow consumers to get really creative, and retailers to boost sales. In recent years, the market has seen a lot of growth in this area, influenced by the popularity of scrapbooking, which has fueled a sense of confidence in customers' creative instincts.

All these embellishments are not just for the artistically inclined or scrapbooking enthusiasts. For the more "challenged" customer who wants that personal look without the effort, many wrap collections include coordinated garnishes or prepackaged sets that give the impression of being handcrafted.

With so many options, wrappers can personalize their gifts with a multitude of trims. This is where specialty retailers can set themselves apart. Inspire creativity by showing customers how to use products. Display different combinations of wrap and trim so that the customer can visualize different looks with choices of ribbon or bow, style or color. "Show the customer what unique things they can do," suggests Nancy Dickson, studio manager for The Giftwrap Company.

More importantly, show them the possibilities: how simple add-on enhancements, such as stickers, rubber-stamped designs, beads, monograms, and other scrapbooking elements, can create a more personalized look, and enhance the value of the overall gift.

"Don't be afraid to try something different," advises Joni Compton. "There are lots of ways to wrap a gift besides paper and box." Compton suggests sheer bags, as well as colorful boxes that can be decorated with a painted or stamped design. "If retailers display these products, customers will get the idea. They'll buy it when they see how they can use it."

But, Nancy Dickson warns, "Be sure that the sales staff knows how to create the look, so that they can explain it to customers. That way, the consumer gets a beautiful gift, and the retailer increases add-on sales."

After all, it's the wrapping that creates the excitement and anticipation of what's contained inside. And a beautiful presentation can make the simplest, most ordinary gift into something special.