Kadi Blog · Product Knowledge

Gift Bag Materials Explained: Paper Types, GSM and When to Use Each

When buyers compare wholesale gift bags, the design gets all the attention — but the paper underneath decides whether the bag feels premium or flimsy, whether it survives a heavy gift, and whether your customer comes back for more. Two bags with the same print can feel completely different in the hand, and that difference comes down to two things: paper type and GSM.

This guide explains the paper types used in gift bag manufacturing, what GSM means in practice, and which material fits which use case — so you can buy with confidence and brief your supplier precisely.

What Is GSM and Why Does It Matter?

GSM stands for grams per square meter — the weight of one square meter of paper. Higher GSM means thicker, stiffer, heavier paper. For gift bags, the typical range is:

• 120–150 GSM — light and economical; fine for small, lightweight gifts
• 157–200 GSM — the sweet spot for most retail gift bags; good balance of feel and cost
• 210–250 GSM — premium, rigid feel; ideal for luxury packaging and heavier items
• 250+ GSM — board-grade; used for structured gift boxes more than bags

A bag's GSM affects more than sturdiness. It changes how colors print (heavier coated stocks hold ink better), how the bag folds, how the handles attach, and how much the finished bag weighs for shipping. When you request a quote, always confirm the GSM — "standard paper" means different things to different factories.

The Main Paper Types Used in Gift Bags

1. Art Paper (Coated Paper)

Art paper has a smooth clay coating on one or both sides, giving it a flat, even surface that takes full-color printing beautifully. It is the most common choice for printed gift bags with photographic or detailed designs.

• Best for: colorful printed designs, retail gift bags, seasonal collections
• Typical GSM: 157–210
• Finish options: matte lamination (soft, fingerprint-resistant) or gloss lamination (vivid, shiny)
• Watch out for: unlaminated art paper scuffs easily; always specify lamination for retail bags

2. Kraft Paper

Kraft is the unbleached brown paper with a natural, rustic look. It has become one of the fastest-selling gift bag materials as eco packaging demand grows. It is strong for its weight and takes single-color or simple prints well.

• Best for: eco positioning, boutiques, food-adjacent gifting, minimalist brands
• Typical GSM: 120–180
• Finish options: usually unlaminated; white kraft (bleached) is available for cleaner printing
• Watch out for: full-color photographic prints look muted on brown kraft — designs should be adapted

Read more in our guide on why kraft gift bags are selling more in 2026.

3. White Cardboard / Ivory Board

Thicker than art paper, ivory board gives bags a rigid, premium structure. It is the go-to material when the bag itself needs to feel like a luxury product.

• Best for: luxury retail, cosmetics, jewelry, corporate gifting
• Typical GSM: 210–250
• Finish options: matte or gloss lamination, plus foil stamping and embossing
• Watch out for: higher cost and heavier shipping weight

4. Specialty Papers

Textured papers (linen, laid), metallic stocks, and recycled papers serve niche positioning. They cost more and usually require higher minimums, but they differentiate a product line. Ask your supplier what specialty stocks they run regularly — a stock they already use is far cheaper than a special order.

Matching Material to Use Case

Everyday retail gift bags. 157–180 GSM art paper with matte lamination covers most occasions at a competitive cost. This is the workhorse of the category.

Heavy or bulky gifts. Step up to 200+ GSM, reinforced bottoms, and sturdy handle attachments (knotted cord or ribbon handles rather than die-cut). Confirm the handle attachment method with your supplier — it is a common failure point.

Eco-positioned lines. Kraft paper, ideally with FSC certification if your market cares about credentials. Keep prints to one or two colors for the authentic kraft look.

Premium and corporate. Ivory board 230 GSM with matte lamination and foil-stamped logo. The bag should feel like part of the gift.

Food-contact gifting. If bags will hold food items directly, ask about food-grade inks and uncoated interior stocks. This is a compliance question — get it in writing.

Questions to Ask Your Supplier

• What exact paper type and GSM do you use for this design? (Get the number, not "standard.")
• Is the bag laminated? Matte or gloss?
• How are the handles attached, and what weight are they rated for?
• Is the paper FSC-certified? (If eco claims matter in your market.)
• Can I get the same design in a heavier GSM, and what is the price difference?

For more on evaluating suppliers, see our wholesale gift bags buyer's guide and our gift bag sizes guide.

How Kadi Handles Materials

Kadi produces gift bags and gift boxes across the full range above — from economical kraft to premium ivory board with foil finishing. Stock designs use proven material specs; custom orders let you specify paper type, GSM, lamination, and handle style. Check our FAQ for MOQ and lead time details.