Most people and retailers are aware of how popular gift cards are.  They are easy to give from the consumers point of view and help to increase sales on the side of the retailer.  This has caught the eye of other businesses who are trying to cash in on the action by creating and supplying gift card packaging that can be either be sold or given away by stores.  If stores do decide to sell them as an add-on to the gifts cards themselves companies can increase their overall sales.  Consumers like them because they add a little something special to an otherwise ordinary card.