Think you’ve got a lot of competition? You’re right.

According to the Bureau of Labor Statistics, there are over one million retail establishments in the US. Or as Austin Powers might put it: “One MEELLION retailers! (Mua ha ha ha…)”

In such a brutally competitive market, even tiny details are crucial. Jessica Vascellaro writes in today’s Wall Street Journal about the latest battlefield: gift wrap. No kidding!

…as the nearly 115 million shoppers expected to shop online this holiday season are spending furiously in higher-end categories like fashion, jewelry and other luxury goods, online retailers are chasing after the pricy orders with better presentation.

In a season of record-breaking online sales, Internet retailers… are splurging for thicker stock, bigger bows and embellishments like makeup brushes and balls of yarn.

The good news is that consumers are willing to pay for quality. The WSJ article continues:

Catie Briscoe, director of e-commerce at Woodstock, Conn.,-based Crabtree & Evelyn, says more-expensive gift wrap improves the company’s brand and is driving new sales… “People would prefer some really great gift wrap and pay a bit more.”

Some consumers are starting to agree. “Sometimes it is worth the extra money,” says Kelly Wolske, a 30-year-old office manager from Las Vegas.

Filed under: ecommerce, marketing, online retail