For everyday gift-giving, timepressed Americans have embraced the convenience of gift bags, but at Christmastime, giftwrap continues to dominate the market.

Mary Clampett, vice president of sales, The Gift Wrap Company, reports that there are a number of reasons for this disparity. First, Christmas gifts are often large and sometimes oddly shaped — more amenable to giftwrap than to gift bags. Second, and more significant, is the fact that many women enjoy the ritual of wrapping Christmas gifts and take satisfaction in creating a beautifully coordinated array of gifts under the tree.

Suppliers report that the general cultural trend toward environmental awareness is having a major impact on shoppers’ giftwrap preferences. Gay Lamb, co-owner, Seltzer, reports that her company uses 100 percent post-consumer recycled paper, and this has become a strong selling point for shoppers. “As people learn about it, they become very excited that we are not cutting down any trees to make our paper,” says Lamb.

Jenny Wren Paperie debuted “Furochic” reusable cloth giftwrap in 2007, and Jennifer Playford, the company’s owner/designer, reports that the 100 percent cotton giftwrap has received “a wonderful reception” in the market. She will expand her line from six to 10 designs, including 10 holiday patterns, for 2008.

Clampett of The Gift Wrap Company reports that consumers’ interest in the environment has also increased sales of giftwrap with nature-inspired imagery and hues. Sage green, for example, has become a popular color, notes Clampett.

Another important trend for 2008 is the growing acceptance of a wider range of nontraditional colors in Christmas gift packaging. Mackenzie Jeans, creative director, Allport Editions, notes that her company is seeing success with patterns that combine black, silver and gold. Jeans also reports more consumer demand for higher-priced holiday wrap. There is, she says, a segment of the market that is seeking unique, high-quality gift packaging and, for this group, “money is no object.”