We know what you're thinking: "Isn't late summer a little early to think about holiday gift cards?" While consumers may not be thinking about them yet, you can bet holiday gift cards – and the packaging used to sell them – are already on the minds of your retail design and marketing clients.
Gift cards are a retail store staple throughout the year – and their popularity continues to grow. Consumers love them because they're the easiest gift solution for all occasions. Retailers love them because they're easy to stock, store and display. They're also lucrative; according to a Consumer Reports survey, 27% of all purchased gift cards remain unused a full year after purchase.
But the cards don't sell themselves. Gift card packaging must pull double duty by securing the card in the retail environment and attracting consumer interest. Printers and finishers have an opportunity to secure a portion of this business by helping retailers and packaging designers produce efficient, eye-catching gift card holders.
Here are a few planning and design tips to consider:
- Securing the card is one of the chief considerations to the holder's design and construction. A typical "hold and fold" configuration – which uses multiple panels folded around the card – can incorporate fugitive glue, die-cut slits, folded/glued pockets and many other configurations to secure the card. Each one has distinct production and design considerations, so we suggest nailing down this detail early in the planning process.
- As retailers recognize the value of gift cards, more attention is being paid to how well holders are decorated. Foil stamping, embossing/debossing and UV coating are all popular decoration choices. For holders that double as self-mailers, film laminating can ensure gift cards arrive at their destination dressed to impress.
- A barcode on the rear of a gift card must be scanned at the point of purchase to add a dollar value. If fugitive glue is being used to adhere the card to the holder, a die-cut window behind the card allows this barcode to be accessed and scanned to apply value without removing it.
- Many gift card packaging projects are high-volume jobs with quantities in the millions. In this environment, a design must be machinable to minimize costs – just one poorly-placed glue flap can cost thousands of dollars and hours of extra production time. Let Apex Die provide layout and other planning advice to help you and your clients avoid these and other pitfalls.
The Apex Die Advantage
Apex Die produces tens of millions of gift card holders annually. Let us help you leverage their popularity and win your share of this business. With a full range of die cutting, folding/gluing, foil stamping/embossing and other related services, Apex Die can handle your full production needs. Call us today to get started on your next project.