The Retail Packaging Glossary

Every industry has its own language, and packaging is worse than most — gussets, SOS bags, lock corners, hot stamps. This glossary translates the terms you will meet when buying retail packaging, in plain English. New to wholesale packaging? Start with our Retail Packaging Guide.

Jump to: Bags · Boxes · Papers & Materials · Custom Printing · Wrap, Ribbon & Finishing

Bag Terms

Gusset: The pleated expansion on the sides or bottom of a bag that lets it open up. In a bag size like 16 x 6 x 12, the middle number is the side gusset — the bag's depth when open.
Serrated edge (S.E.): A zig-zag cut top edge on a paper bag, like it was trimmed with pinking shears. The standard top on stock paper shopping and merchandise bags.
Flush cut: A bag whose front and back walls are cut exactly even at the top, with no serration.
Merchandise bag: A flat paper or plastic bag with no bottom gusset, used for small purchases — cards, books, small gifts. If it has a flat bottom, it is not a merchandise bag.
SOS bag: Self-Opening Style — the classic flat-bottom grocery bag that stands upright on its own. Functional packaging for heavy or bulky goods, from lunches to hardware.
Shopping bag: A flat-bottom bag with side gussets and two handles. The retail workhorse — see our bag size guide for every stock size and trade name.
T-shirt bag: A plastic bag with two strap handles and a wide gusset, named for its sleeveless-shirt silhouette. Inexpensive and strong — grocery, takeout, and discount retail standard.
Die-cut handle: A handle formed by cutting an oval hole directly into the bag, usually through a folded-over top. Clean look, best for lighter items.
Patch handle: A die-cut handle reinforced with a clear plastic patch sealed inside the bag, adding carrying strength.
Soft loop handle: A flexible plastic loop handle welded to the bag top — slips over the wrist, upscale look for apparel.
Euro tote: A premium sheet-fed shopping bag: laminated paper, folded-over top, cardboard bottom insert, and rope or twill handles. See the euro tote size guide.
Turn top / fold-over top: A bag top folded over and down for a finished edge and extra rigidity — standard on euro totes and premium shoppers.
Twisted paper handle: The standard handle on stock kraft shopping bags — paper twisted into a rope-like cord and glued under the top fold.
Twill handle: A flat woven-fabric tape handle, softer in the hand than twisted paper — a premium upgrade on kraft shopping bags.
Mil: One thousandth of an inch — how plastic bag thickness is measured. A 2.5 mil bag is noticeably heavier than a 1.25 mil bag.

Box Terms

Folding carton: Any box shipped and stored flat that folds up for use. Costs less and stores smaller than rigid boxes.
Two-piece lock corner: A folding box with a separate telescoping lid where corner tabs lock into slots — no tape needed. The standard retail gift box. See the box size guide.
One-piece / pop-up box: A folding box whose base and lid are a single piece; pop-up styles spring open for fast counter service.
Set-up (rigid) box: A box built solid at the factory that does not fold flat. Sturdier and more upscale — how fine jewelry boxes are made.
Cotton filled: A jewelry box that comes with a non-tarnishing cotton insert to cradle and display the piece.
Magnetic box: A folding box with a built-in magnetic closure and rigid feel. Collapses flat, snaps together in seconds — the premium unboxing standard.
Gable box: A one-piece box with a built-in carry handle at the peak, like a little barn. Favors, food gifts, and gift sets.
Telescoping lid: A lid that slides down over the box base, overlapping the walls for strength.
L x W x D: How boxes are measured: length (longest side) x width x depth, taken at the opening. Bags are measured differently — width x gusset x height.

Paper & Material Terms

Kraft: Strong paper or board made from wood pulp. "Natural kraft" is the unbleached brown; "white kraft" is bleached. The backbone of retail packaging.
Basis weight: How paper weight is measured in pounds — heavier basis weight means thicker, more opaque paper.
GSM: Grams per square meter — the metric version of paper weight. A 140 gsm shopping bag is a heavyweight bag.
Laminated: Paper coated with a thin film for durability and finish — matte lamination for a soft luxury look, gloss for shine. Euro totes and magnetic boxes are laminated.
Boxboard / caliper: The paperboard used for folding cartons; its thickness is measured in points (thousandths of an inch), called caliper.
Corrugated: The fluted-layer board used for shipping boxes — a wavy middle layer glued between flat liners. Different animal from giftware boxboard.

Custom Printing Terms

Hot stamping: Pressing metallic or colored foil onto a surface with a heated plate. Crisp, upscale, and economical for short runs — the go-to for logos on bags, boxes, and ribbon. See custom printing options.
Flexographic printing: The workhorse printing method for bags and boxes — flexible plates on rotary presses, fast-drying inks, great for 1 and 2 color logos.
Rotogravure: Printing from engraved metal cylinders — the high-end method for long runs of gift wrap and tissue with rich, consistent color.
Offset printing: Plate-to-blanket-to-surface printing for photo-quality, multi-color work — commonly used on euro totes.
Screen printing: Forcing ink through a stencil screen — versatile for short runs and unusual surfaces like fabric totes.
Embossing / debossing: Raising (embossing) or recessing (debossing) a design into the surface. "Blind" embossing uses no ink at all — pure subtle texture.
Printing plate: The custom-made tool that carries your logo onto the press. A one-time cost that gets reused on every reorder.
PMS color: Pantone Matching System — the numbered ink standard that keeps your brand color identical across every order and product.
Ink coverage: How much of the surface gets ink. A small one-color logo is light coverage; a full-bleed all-over design is 100% coverage and prices differently.
Camera-ready art: Clean, crisp final artwork a manufacturer can make plates from directly — smooth lines, clear openings, no smudges.
Proof: The approval copy showing your design sized and positioned on the actual product before the run starts. Always review it.

Wrap, Ribbon & Finishing Terms

Ream: A roll quantity of gift wrap — a full ream is 833 feet, a half ream 417 feet. Counter rolls for stores are cut from these.
Cutter box: A 100-foot gift wrap roll in its own serrated-edge dispenser box — wrap station convenience without a cutting bar.
Curling ribbon: Thin ribbon that curls into springs when pulled across a scissor blade. Sold in long spools for high-volume wrapping.
Organza: Sheer, shimmery woven ribbon for soft, elegant bows.
Tulle: Fine netting sold in ribbon-like rolls — gift, floral, and favor finishing.
Wired edge: Ribbon with fine wire woven along each edge so bows hold their shape.
Pull bow: A flat ribbon that gathers into a full bow when you pull its inner strings — perfect bows with zero skill required.
Shred: Decorative shredded paper fill for gift baskets, bags, and boxes. Crinkle-cut is the springy accordion style. See Shreds.

Frequently Asked Questions

What is a gusset on a bag?
The gusset is the pleated side or bottom expansion that lets a bag open up. In a size like 16 x 6 x 12, the 6 is the side gusset — the bag's depth when fully open.

What does SOS bag stand for?
Self-Opening Style. It is the flat-bottom grocery-style paper bag that pops open and stands upright on its own, built for heavy and bulky items.

Keep Learning

The guides put these terms to work: Retail Packaging Guide · Box Size Guide · Shop Boxes · Shop Bags · Shop Gift Wrap · Shop Ribbons & Bows

Glossary updated July 2026.