By Erick NovaBags, Paper Bags

What Is GSM and Why Does It Matter for Shopping Bags and Eurototes?

If you’ve ever shopped for paper shopping bags or eurototes in bulk, you’ve probably come across the term GSM. But what exactly does it mean, and why should you care?

In this guide, we’ll break down what GSM is, what the industry averages look like, and why choosing a higher GSM bag can make a noticeable difference in quality, performance, and brand perception.

What Does GSM Mean?

GSM stands for Grams per Square Meter. It’s a standard measurement of paper thickness and density. The higher the GSM, the thicker and more durable the paper will be.

In short:

• Lower GSM = thinner, lighter paper
• Higher GSM = thicker, stronger, and more structured paper

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What’s the Average GSM for Paper Shopping Bags?

Industry standards vary depending on the type of bag:

• Paper shopping bags (like those used at grocery stores, markets, food service, etc.):
  Typically 80–100 GSM
• Paper eurotote bags (often used in higher-end retail and gifting):
  Usually range from 130–150 GSM

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Splash Packaging’s Standard: Built Heavier, Designed Better

At Splash Packaging, we start where others stop.

• Our kraft paper shopping bags begin at 120 GSM, which is significantly thicker than the average 80–100 GSM.

• Our eurotote bags range from 175 GSM to 200 GSM, with most designs landing at 180 GSM or 190 GSM, far exceeding the industry norm of 130–150 GSM.

This difference isn’t just about numbers. It’s about real-world performance.

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Why Higher GSM Is Better

When it comes to packaging, a higher GSM provides benefits you can see, feel, and rely on:

Stronger and More Reliable

Higher GSM bags are more resistant to tearing and creasing. They’re better at supporting heavier items without stretching, ripping, or losing shape.

More Premium Feel

Thicker paper simply feels more luxurious. It gives your packaging weight and structure, which elevates the perception of your brand, especially in fashion, cosmetics, gifts, and premium retail.

Better for Reuse

Sturdier bags with a higher GSM are more likely to be reused by customers, giving your brand repeat exposure and reducing waste.

Looks Better On Display

Bags with higher GSM hold their shape better, making your displays neater and your product presentation more polished.

Why It Matters for Your Business

If you’re comparing packaging suppliers, it’s easy to get caught up in price, but not all paper bags are created equal.

A 100 GSM bag and a 190 GSM bag may look similar in photos, but they won’t perform the same in person. A higher GSM bag won’t sag under pressure. It won’t wrinkle the moment you pack it. And it won’t feel flimsy when your customer walks out the door.

When your packaging reflects quality, your brand does too.

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Ready to Upgrade?

At Splash Packaging, we specialize in durable, beautifully designed shopping bags that support your products and elevate your brand. Our in-stock selection of packaging is built to impress.