Gift wrapping seems to be part of the service in many shop nowadays.
When it's free, the demand seems to be especially high. Yesterday, I bought a few things from a shop and was told there would be a 1-1.5 hour wait. I left the items with the shop attendant and picked them up today. They had been beautifully wrapped (much better than what I could have possibly done). I was very impressed.
I had to buy a birthday present today and was able to take advantage of the Christmas wrapping service to get the birthday gift wrapped too. Perfect!