Specifying Packaging for Gift Cards and Vouchers

Why physical carriers still matter

Research by the Gift Card & Voucher Association and GlobalData, based on a survey of 2,000 Brits, found that 25% bought gift cards for others in December compared with 18% in November, with 24% of those citing lockdown restrictions as the reason.

Single-store cards were the December favourite, chosen by 56% of gift card buyers against 32% for multi-store cards, and gaming cards rose from 8% to 11% of buyers month on month.

Gail Cohen, director-general of the GCVA, noted that while digital gifting grew quickly, physical cards also performed strongly, which she linked to the importance of retailers offering something a recipient can still unwrap. That is exactly the job the carrier does.

Carrier formats

A card carrier is a folded printed board with a die-cut slot or adhesive pad holding the card. It gives you a printable surface far larger than the card itself and protects the magnetic stripe or chip during handling.

A sleeve is simpler and cheaper: an open-ended printed pocket the card slides into. It suits high volumes and tills where speed matters more than presentation.

An envelope or small gift wallet suits premium and corporate programmes, particularly where a handwritten message is expected. Adding a ribbon or a magnetic closure moves the format towards a small rigid box.

Board, finishing and the card fit

For carriers, a coated board in the 250-350gsm range holds its shape through mail and handling. Lighter board curls; heavier board can crack at the fold unless it is creased properly along the grain.

Specify the die-cut slot against the actual card, not a nominal size. Card thickness varies, and a slot cut for a thinner card either grips too tightly or lets the card fall out in transit.

Matt lamination with a spot UV panel is a common finish because it resists fingerprints while highlighting the brand area. If you want to avoid plastic film entirely, an uncoated stock with a water-based varnish is the practical alternative.

Grain direction is worth naming on the purchase order. A carrier creased across the grain tends to crack along the fold after a few openings, which is most visible on dark or heavily inked panels.

Security and retail display considerations

Decide early whether the carrier must hide the card number. A tamper-evident scratch panel or a closed pocket keeps activation codes out of sight on an open display rack.

If the carrier hangs on a peg, the hanging hole needs reinforcement or the carrier will tear at the top. Euro slots and round holes behave differently under repeated handling.

Barcode placement matters at the till. Keep it flat, unlaminated if your scanner struggles with gloss, and clear of folds.

Planning the order

Seasonal card programmes are usually locked in months ahead, because artwork approval, printing and shipping all fall before the festive peak. Late artwork is the most common cause of a missed window.

Printed paper items of this type generally start at around 3,000 pieces per design. Where several designs share one board and one finish, running them together reduces setup cost.

Ask for a physical proof with a real card inserted. Fit, fold and finish are all judged better in the hand than on a PDF.