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.
Packaging purchase frequency and the placement proposition
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 later 2024 shopper study supplies a clearer frequency measure. InComm reported that 34% almost always bought packaging with a gift card, 21% did so frequently and 25% sometimes. Its public text lists these three categories without a complete answer distribution. They are later research results, not the undisplayed numerical counters in the November 2023 page. [2]
How often surveyed shoppers bought gift-card packaging
Three published answer categories in the later2024 research.
% of surveyed shoppers
Tap or hover for details. All values are also available in the data table.
Source
Provider-published 2024 quarterly research, reported April 29, 2025, with more than 6,400 gift-card shoppers surveyed overall. Exact question-level bases, field dates, recruitment, weighting and uncertainty are not disclosed in the public summary. Historical self-reports, not October 2026 behaviour or a controlled test of a display or merchandising intervention. This is a non-exhaustive selection of the categories the public text quantifies. Values retain their original bases and are not rescaled to100%; no missing answer share is invented. Frequency does not establish incremental packaging sales or a display effect.
Show data tableHide data table
| Category | Reported survey result |
|---|---|
| Almost always | 34 % of surveyed shoppers |
| Frequently | 21 % of surveyed shoppers |
| Sometimes | 25 % of surveyed shoppers |
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.
The same later report said 47% considered proximity to the main card display very important. That describes an expressed preference, not the sales lift from relocating packaging. The provider does not publish the question-level sample or weighting in this summary. [2]
In this article
Oliver Reed
Oliver Reed covers industry acquisitions, investment and market research for Gift Card News.