InComm Payments has highlighted gift card packaging as part of the retail merchandising opportunity. Its November 29, 2023 article recommends placing holders, bags or boxes close to the cards themselves.

The company argues that an adjacent display helps shoppers visualize a finished gift at the point of purchase. It also gives retailers a related product to sell when a customer is already choosing a card for someone else.

InComm references its 2023 consumer survey on how recipients' gift cards are packaged and whether shoppers buy a holder at the same time. The page presents the results through graphics and an accompanying infographic.

The company says major retail partners carry its card-holder designs alongside their gift cards. Its guidance connects packaging design and display placement with the customer's full gifting purchase, rather than treating the card rack as a separate transaction.