This is why when you buy a book about mottainai in a Japanese bookstore, it comes with a detachable cover page, the bookstore gives you a cardboard cover so people can't see what you're reading, then puts the book in a plastic bag with a nice twist on top and then puts the bag in a branded paper bag.

(I'm exaggerating, but only slightly.)

The people bring the bags home, fold them up carefully, and keep them around for the next time they need a gift bag.