The Colorful History and Current Trends of Gift Wrapping
By Kimberly Gentry
The holidays and gift giving are intrinsically linked and by association so is gift wrapping. The sight of crisp, decorative paper folded and taped just right around a box and then adorned with ribbon tied into a perfect bow or curled into a nest of color, makes eyes widen in anticipation. Or, maybe instead of a box the gift is tucked into a bag overflowing with tissue paper or a vintage-styled canvas bag featuring festive imagery.
The choices for transforming a purchase into an extra-special gift are practically endless. And it’s all designed to send an important message about the item inside and the relationship between gifter, giftee, and even the gift.
Curating beautiful wrapping is a process that requires time and patience, yet it’s all just torn away in minutes. So, why do it and where did this tradition even come from? Let’s take a little journey with the Ghost of Gift Wrapping Past to understand this long-standing ritual.
Anthropology on a very basic level is the study of humans including why they do what they do. Depending on the specific academic area, anthropologists may focus on behavior, artifacts, language, cultural norms, values and more. Cultural anthropologists, in particular, focus on what everyday customs and objects say about social rules and cultural values. It’s no surprise, then, that these social scientists have analyzed the practice of gift wrapping.
Chip Colwell, an anthropologist and founding editor of Sapiens magazine, wrote in a 2017 article for the publication, that wrapping gifts is a way humans have learned to “frame objects to designate them as special.” He went on to describe “wrapping paper as a striptease that hides and reveals, transforming otherwise ordinary objects into gifts.”
Noting the work of several anthropologists, Colwell summarized that in a world of mass-produced objects, gift wrapping is a ritual that turns an everyday commodity into something unique and individualized. It’s a journey from impersonal into personal.
Basically, the wrapping says, “Yes, that book, Gameboy player, etc., is sold at every Target and Walmart and readily available for anyone to purchase, but I bought it for YOU.” Interestingly, this is why a homemade gift only needs a small touch of wrapping, such as a bow or gift tag, he explained. Since it’s homemade, the personal intention is clear.
What’s also clear is that gift wrapping is big business. The industry is valued at approximately $5.63 billion in 2026 and is expected to reach more than $8 billion by 2035, according to Towards Packaging Analytics & Consulting, a global market and research firm focused on the packaging industry. Gift wrapping has humble beginnings, though, stretching back to ancient times.
A form of gift wrapping using handmade paper and fabric was practiced thousands of years ago across Asia and the Middle East. Wrapping with paper was practiced even before paper was used for writing, according to Colwell. Around 2,000 years ago, it was customary in China to protect special items, such as tea and medicine, with a paper wrapping. The imperial court later used paper envelopes to present gifts of money.
Keiko Kira, a Japanese-American artist who practices an ancient fabric wrapping artform and has written about these practices, explained that during China’s Tang Dynasty gift givers used specially crafted paper as a way to show their admiration for the gift’s recipient.
And, during a similar time in other Asian cultures, gifts were presented wrapped in square fabric. This practice evolved into a method called “furoshiki” in Japan and “bojagi” in Korea. In the Middle East, ornate textiles were used to symbolize respect and wealth. Additionally, using fabric to wrap gifts was popular across Western European countries until the Renaissance when decorative paper rose to prominence as a symbol of sophistication.
Leap forward hundreds of years and two brothers living and working in St. Louis, Missouri, ushered in the modern era of gift wrapping pretty much by accident.
These young men were J.C. and Rollie Hall. And, yes, that’s Hall as in Hallmark, but early on the business was called Hall Brothers. These two businessmen and what eventually became Hallmark are universally credited for creating the modern-day wrapping industry. This milestone moment in consumer history is well documented by the company and goes a little something like this…
The Hall Brother’s stationery store was particularly busy during the Christmas of 1917 selling cards and especially tissue paper, which was how gifts were customarily wrapped at the time. The store carried the delicate paper in green, white, red and a holly design. On this particular day, a big problem occurred — they ran out.
In a panic, J.C. sent his brother to their warehouse in search of a substitute. The only options were decorative papers recently imported from France, which the company used to line envelopes. Rollie grabbed a stack and put them next to the cash register with a 10 cent per sheet price tag.
The liners with their ornate colors, floral designs, and Christmas motifs were new and different for wrapping gifts and customers couldn’t get enough. Sold out! The following year the decorative sheets sold out again and J.C. and Rollie knew they had tapped a goldmine. Soon they started printing their own wrapping paper, the first product that was a departure from the company’s greeting cards.
In the decades that followed, Hallmark continued to introduce wrapping related products and innovations into the marketplace. In the 1930s, Hallmark featured a special type of ribbon with a postage-stamp like backing so it could stick to itself. Jumbo plastic gift bags were introduced in the ‘70s and that was followed by paper gift bags with handles in the ‘80s. In the 2000s, gift bags featured sound and light technology that was motion-activated and wrap sleeves, which are pre-wrapped self-sealing boxes.
As the Ghost of Gift Wrapping Present knows, options have continued to evolve based on what the public demands, just like the Hall brothers experienced in the 1900s.
In 2025, craft and art supply giant Michaels released its first Creativity Trend Report, which included gift-wrapping insights. According to their findings, uncertain economic times led consumers to prioritize “thoughtful spending” and increasingly give homemade gifts and/or add personal touches to gifts.
When it comes to all the trappings of wrapping, this means getting creative and practical. From hand-painting designs on kraft paper and embroidered gift tags to making the “wrapping” part of the gift itself by using reusable containers or baskets.
Flash forward to their 2026 report, and technology-weary consumers want tactile experiences more than ever. Creativity isn’t just a hobby, it’s a way of life, so expect to see even more personalization in gifts and how they’re presented this season.
Similarly, Towards Packaging noted in a report this year that consumers want more personalized wrapping solutions that “enhance the gift-giving experience” and “reflect the recipient’s personality or the occasion.”
This is one reason themed wrapping papers that reflect personal interests and hobbies are especially popular. So, when gifting to a friend or family member who’s into pickleball, golf, music, cooking, a certain dog breed, etc., keep in mind there’s probably a roll of gift wrap or a gift bag featuring just that passion.
Other noted trends by Towards Packaging include consumers seeking gift wrapping items that are biodegradable and made of recycled materials, as well as unconventional materials, such as fabric. There are even compostable wrapping papers infused with seeds that can be planted once the gift opening is done. These options align with the trend of “green gifting” among consumers who are thinking more about sustainability and creativity. As a result, manufacturers have taken note and are producing more eco-friendly options.
On her social media, Martha Stewart has suggested getting creative with recycled maps and vintage scarves. Eco-friendly ideas from her online magazine include raffia ribbon, kraft paper, canvas bags, washi tape, and topping gifts with dried herbs tied into the bow.
Among the online companies catering to these interests are Keiko Furoshiki, which was co-founded by Kira, who designs the colorful and playful fabric patterns for the Kansas City-based company. To help customers along, the company has online tutorials on how to wrap a gift in the fabric and even how to create a bow sans any tape or ribbons.
The company Cover has combined the tradition of fabric wrapping with modern technology. Each of their wraps has a built-in NFC (near field communication) tag. When paired with the company’s app, a gift giver can record a personalized, digital greeting card (voice or video). Since the wraps are made with the intention of being used over and over, each gift giver using the wrap can reset the tag and create a new message.
Although sustainability “leads the way” in gift wrapping these days, other trends lean more into the aesthetics, according to Towards Packaging. Thanks to social media, unboxing is a huge trend that encourages wrapping your gifts in a way that makes it more of an experience. Unboxing suggestions include creating intricate nesting layers with multiple-sized boxes tied with bows. Additionally, incorporating materials that look and feel extra special, such as organza.
If creativity isn’t your thing or maybe you’re just looking for fresh ideas, Hallmark offers numerous online resources. You can find everything from step-by-step instructions (with pictures) for perfecting a basic box wrap to creating origami-inspired gift toppers. There’s even an article on gift wrapping hacks that includes suggestions on how to handle oddly shaped items.
Whatever you celebrate this holiday season and the gift exchanges that go along with it, the Ghost of Gift Wrapping Past and the Ghost of Gift Wrapping Present pass along good wishes. And, of course, happy wrapping!
