Can gift wrapping or messaging be added to items?

Ultimately utilizing this tactic should help retailers increase average order values, especially surrounding seasonal gift giving occasions. But what effect does the additional noise and screen real estate in the checkout process have on conversion rates at Top 100 retailers?

As suspected, over 75% of apparel and low ticket item retailers offered gift wrapping. But in each group, those that did not offer gift wrapping or messages consistently outperformed those who did. We suspect the increased complexity involved with gifting (especially to multiple recipients) may affect conversions negatively, but the increased order value may make up for it.

Overall, 56% of Top 100 retailers offer gift wrapping or messages.