Most of the cards displayed at Marks & Spencer are wrapped in cello. For the small range not wrapped in cello, they pitch this sign:
While the gesture feels token in this large department store, it is a message.
Elsewhere at card and gifts trade shows here in Australia as well as overseas, card manufacturers are taking a stronger stand with some saying cello has been if is being removed altogether. Others have found innovative approaches to maintaining physical product integrity.
This is an active space for us as retailers as more shoppers want to see less waste in what we sell. Reducing cello / plastic from cards will help with sales.
Indie retailers are better positioned to leverage the new approach to packaging greeting cards than supermarkets or department stores.
If I remember there was a previous discussion on this matter about Hendersons and their removal of Cello/Plastics from card packs. It also saves money.