On more than one occasion this Christmas, I’ve received or seen others receive Starbucks gift cards. That’s pretty common, but what was new to me were the carrying cases:
They’re made of felt, and look very crafty and handmade. They’re very much in keeping with current crafting trend, and look like something that any number of my female friends might have made. They’re also completely brand free.
It makes the card itself look much more attractive. Interestingly, the little cover isn’t visible when you purchase the card–they apparently pull it out from behind the counter.
Despite the lack of branding, it’s very clever marketing. After all, here I am talking about it.
DarrenBarefoot.com 
Our family of four ended up with four of these cards. Yes, even for the kids, who like hot chocolate. I didn’t even know about the faux-crafty covers when I bought the cards as stocking stuffers, but they made me smile.
Brilliant marketing indeed, even for products that probably would have sold just as well without it.
Did Apple make any Christmas socks for their iPods this year?
Maybe next year?
I thought this was particularly clever:
http://www.cartoonink.com/edcurrent03.php
Retailers are adjusting to the delayed purchases, moving inventory, etc.
And, for some, the cards never get used!
I believe they keep the fancy covers hidden because they tend to walk away. Without a brand on it, they’re perfect for any gift card from anywhere – although I’d definitely be disappointed if I thought I was getting a Starbucks card only to find one for Nevada Bob’s Golf Emporium.
The covers are not new, they’ve been around for a few years. I know because the spouse is a Starbucks addict, and I buy her one every year as a present.
They remind me of the felt bookmarks I used to make for Christmas presents in elementary school.
I’ve not seen them until this year either. Perhaps they’re slow to make it across Canada?