Greeting Cards Market – Global Industry Size, Share, Trends, Opportunity, and Forecast, Segmented By Product Type (Flat, Folded), By End User (Men, Women), By Distribution Channel (Online, Offline), By Region & Competition, 2019-2029F

Market Overview

The global Greeting Cards Market was valued at USD 19.72 Billion in 2023 and is expected to reach USD 24.39 Billion by 2029 with a CAGR of 3.6% during the forecast period. The thousands of individuals involved in the UK’s creative greeting card industry understand the significance of card sending. This simple gesture not only enhances well-being and mental health but also brings joy to both recipients and senders. Moreover, sending cards supports local independent businesses on beloved high streets, aids local charities and organizations within our communities, and helps sustain the Royal Mail service we value.

In 2023, the Greeting Card Association (GCA) launched the #Cardmitment campaign to highlight the joy and significance of sending cards. The GCA is dedicated to protecting and promoting the greeting card industry, assisting members in growing their businesses. Our goal is for everyone to experience a sense of connection through the act of sending and receiving cards.

According to data from the Greeting Card Association, Americans purchase around 6.5 billion greeting cards each year, with the average annual expenditure on greeting cards in the US being USD29. The e-card segment is projected to grow at the fastest rate, with a compound annual growth rate (CAGR) of 4.2%. Key drivers of growth in the greeting cards market include shifting consumer preferences towards personalized and unique cards, rising demand for cards for unconventional occasions, and the increasing popularity of e-cards.

Market Drivers

Personalization Trends

Want to make a real splash with your greeting cards? Personalization is key! People aren't looking for just any card these days; they want something that screams "you." Cards are becoming more than just generic notes; they're heartfelt messages crafted just for the person receiving them. And thanks to tech, it's easier than ever! Online platforms let you create custom cards with your own pictures, messages, and designs, making each one special. You can toss in a favorite photo or pick a theme that matches what the person loves.

In 2023, Card Factory reported a tripling of profits, driven by robust store performance and a resurgence in High Street shopping. The company also revealed that the number of UK adults buying greeting cards increased to 40.3 million, marking a 7% rise from the previous year. Additionally, total card purchases reached 827 million, up from 811 million.

Plus, think about itpersonalization makes a greeting card way more special! A card that gets your inside jokes or personal experiences? That's gold! People are way more likely to treasure that than some generic card. That emotional connection makes us want to buy personalized cards, which helps the market grow. On top of that, with everyone getting into DIY and crafts, the demand for personalized cards is going up. People love getting creative and designing their own cards, which makes them even more engaged and helps the market grow. The bottom line is, everyone wants something unique, something one-of-a-kind, and that's why personalization is so important in the greeting card world.

Digital Integration

Digital integration has significantly impacted the greeting cards market by providing new avenues for consumers to engage with cards. The rise of e-cards and online greeting card platforms has revolutionized how people send and receive cards, offering convenience and instant delivery. E-cards and online platforms have become increasingly popular due to their ease of use. Consumers can select, customize, and send cards with just a few clicks, bypassing traditional postal delays. This instant gratification appeals to those who may have forgotten an occasion or prefer the immediacy of digital communication.

Hallmark, the iconic greeting card company, has launched a groundbreaking range of personalized video cards designed to create lasting memories. As part of its mission to deliver "cards for keeps," Hallmark’s new video greeting cards enable customers to send heartfelt video messages directly to recipients anywhere in the world. To use, simply scan the QR code inside the card and upload your video message. Additionally, you can invite friends and family to contribute their own messages, making the card even more special and personal.

Additionally, digital platforms often offer interactive features such as animations, sound effects, and personalized videos, adding a modern twist to the traditional card. These innovations attract a younger, tech-savvy audience who values digital convenience and creative expression. Despite the rise of digital options, there remains a strong market for physical cards. Many consumers continue to value the tangible aspect of receiving a physical card and its ability to convey a personal touch. As a result, the greeting card market has seen a blend of digital and physical offerings, each catering to different consumer preferences.

Seasonal Demand

The greeting card market really gets a boost from the seasons! Think about it – all those holidays and special days throughout the year? They send card sales soaring as everyone wants to celebrate with friends and family. Christmas, Valentine’s Day, and good old birthdays are huge, each bringing in tons of sales. You’ll notice card companies roll out special themed collections right on time to capture the spirit of each season. Christmas cards? Decked out with festive cheer! Valentine’s Day? All about love and romance! This connection to what people are feeling at the time is what makes them want to buy just the right card.

The cyclical nature of seasonal demand provides both opportunities and challenges for the greeting card market. Companies must anticipate demand fluctuations and plan accordingly to manage inventory and marketing efforts. Seasonal promotions, limited-edition designs, and targeted marketing campaigns help capitalize on these peaks and attract consumers. Moreover, the growing trend of celebrating non-traditional occasions, such as “Galentine’s Day” or “Pet Appreciation Day,” has expanded the range of seasonal opportunities for greeting cards. This diversification allows companies to tap into new markets and address evolving consumer interests.

Expansion of Healthcare and Biotechnology Industries

Hey, guess what's also making the Greeting Cards Market boom? It's the way healthcare and biotech are exploding! As they grow, they need more of those specialized lab spaces for research, figuring out what's wrong with us, and making new stuff. Healthcare wants lab furniture 'cause they're doing tons of diagnostic tests, clinical research, and trying to develop new drugs. And biotech? They're all about fancy labs for genetic research, bioprocessing, and churning out biologics. Both need really specific furniture to do their thing. As these industries get bigger, new labs pop up, and old ones get a makeover, which means even more demand for cool, modern lab furniture. And you know what? As healthcare and biotech keep growing and changing, they're always going to need lab furniture that's adaptable and works like a charm!

Key Market Challenges

Digital Disruption

Digital disruption is a major challenge facing the greeting cards market. With the proliferation of digital communication platforms such as social media, messaging apps, and e-cards, traditional paper greeting cards face intense competition. The ease and immediacy of digital communication offer consumers a quick and cost-effective alternative to sending physical cards. For instance, founded in 2023, Ink’d offers automated, self-service kiosks that enable customers to customize and print greeting cards on demand. These kiosks provide a range of designs and themes for various special occasions.

Digital platforms provide a range of features that physical cards cannot match, such as instant delivery, multimedia elements (videos, animations, sound), and interactivity. These features cater to a tech-savvy audience that values convenience and modern communication methods. Consequently, digital alternatives have captured a significant share of the market, particularly among younger demographics who are more inclined to use digital tools for their communication needs.

Digital cards can be more environmentally friendly compared to their paper counterparts, appealing to eco-conscious consumers. The low cost of digital cards, coupled with the ability to easily share and customize them, has further accelerated their adoption. This shift poses a significant challenge for traditional greeting card companies that must compete with the allure and benefits of digital options.

To address this challenge, greeting card companies need to innovate and integrate digital elements into their offerings. For instance, incorporating QR codes or augmented reality features into physical cards can enhance their appeal and provide a bridge between digital and traditional formats. Companies must also explore new ways to offer value beyond what digital cards can provide, such as unique designs, high-quality materials, and personalized touches.

Environmental Concerns

Environmental concerns present a significant challenge for the greeting cards market. As awareness of environmental issues grows, consumers and regulatory bodies are increasingly scrutinizing the environmental impact of products, including greeting cards. The production and disposal of paper cards contribute to environmental issues such as deforestation, waste, and carbon emissions.

The use of non-recycled paper and non-biodegradable materials in card production exacerbates these concerns. Additionally, the carbon footprint associated with manufacturing, transporting, and disposing of greeting cards adds to the environmental impact. As a result, there is growing pressure on companies to adopt more sustainable practices and materials.

In response to these concerns, many consumers are seeking eco-friendly alternatives, such as cards made from recycled paper, plant-based materials, or those that use minimal packaging. Companies that fail to address environmental issues may face negative consumer perceptions and potential regulatory challenges. This shift in consumer preference necessitates a strategic focus on sustainability.

Greeting card companies must invest in sustainable practices to remain competitive. This includes using recycled or responsibly sourced paper, adopting eco-friendly printing processes, and minimizing waste. Some companies are also exploring digital alternatives as a way to reduce their environmental footprint. Emphasizing sustainability in marketing and product development can help attract environmentally conscious consumers and align with broader corporate social responsibility goals.

Key Market Trends

Eco-Friendly and Sustainable Options

The trend toward eco-friendly and sustainable greeting cards reflects growing consumer awareness and concern about environmental issues. As sustainability becomes a key factor in purchasing decisions, greeting card companies are increasingly adopting practices and materials that minimize environmental impact.

Traditional greeting cards are often produced using non-recycled paper and chemical inks, contributing to deforestation and waste. In response, many companies are transitioning to eco-friendly materials, such as recycled paper, plant-based fibers, and biodegradable elements. This shift not only addresses environmental concerns but also caters to a consumer base that values sustainability.

Sustainable practices extend beyond materials. Companies are also adopting greener production processes, such as reducing water and energy consumption, and minimizing waste. Some are using soy-based or vegetable inks, which are less harmful than traditional petroleum-based inks. Additionally, packaging is being redesigned to reduce plastic use and enhance recyclability.

The growing availability of eco-friendly options reflects a broader trend in the consumer market where sustainability is becoming a significant purchasing criterion. Consumers are increasingly looking for products that align with their values and contribute positively to environmental conservation. Greeting card companies that emphasize their commitment to sustainability can attract environmentally conscious consumers and differentiate themselves from competitors.

Furthermore, the adoption of digital and e-cards as alternatives to traditional paper cards also supports the trend towards reducing environmental impact. While not a complete solution, digital cards offer a paperless option that can help reduce waste and resource consumption.

The Rise of Niche and Specialty Cards

The rise of niche and specialty cards is a notable trend in the greeting cards market, driven by a desire for more targeted and unique expressions of sentiment. This trend reflects a shift away from generic, one-size-fits-all cards towards products that cater to specific interests, demographics, and occasions.

Niche cards address the growing demand for more personalized and relevant options. This includes cards that cater to specific hobbies, professions, or life experiences. For example, there are cards designed for pet lovers, fitness enthusiasts, or fans of particular sports and activities. These cards often feature designs and messages that resonate more deeply with recipients who share these interests.

Specialty cards also encompass those that celebrate unconventional or emerging occasions. Examples include cards for non-traditional holidays like "Galentine’s Day" or unique life events such as retirement from a non-traditional career path. By addressing these niche markets, companies can tap into underserved segments and offer products that better align with contemporary social trends.

The trend towards niche and specialty cards is also influenced by a growing appreciation for diversity and inclusivity. Cards that reflect a range of cultural backgrounds, identities, and experiences cater to a more diverse audience and allow consumers to find cards that represent their unique circumstances. This includes cards for various gender identities, LGBTQ+ relationships, and multicultural celebrations.

The rise of personalized and bespoke options within niche markets allows for further customization. Consumers can find or create cards that perfectly fit their needs, whether for specific anniversaries, unique personal milestones, or particular life challenges.

By focusing on niche and specialty cards, companies can create more meaningful and targeted products that stand out in a competitive market. This approach not only meets the evolving needs of consumers but also opens opportunities for increased brand loyalty and market differentiation.

Segmental Insights

Product Type Insights

In the greeting cards market, folded cards are the dominant segment by product type. Their popularity stems from their classic format and versatility. Folded cards, typically designed to open like a book, provide ample space for both decorative elements and personal messages, making them ideal for a wide range of occasions. This format allows for a front cover design that captures attention, while the inside can be used to convey heartfelt messages or additional graphics.

The appeal of folded cards lies in their traditional charm and the tangible, tangible feel they offer. Unlike flat cards, which may seem less engaging, folded cards offer a more substantial experience and are often perceived as more thoughtful and meaningful. This format also provides better protection for the message inside and can be easily adapted for various events, from birthdays and anniversaries to holidays and special occasions.

Moreover, folded cards can be easily enhanced with features like pop-ups, embossed details, and multimedia elements, adding to their appeal. Their ability to be personalized and customized further cements their status as the preferred choice for consumers seeking a classic yet adaptable card option. This enduring popularity continues to drive the dominance of folded cards in the greeting card market.

Regional Insights

Right now, North America is the top dog in the greeting card game! Why? Well, we've got a ton of people who love buying them, and we've always been big on celebrating everything with a card. Seriously, whether it's a birthday, holiday, or just saying "hey," cards are a big part of our culture. Plus, people here have the money to spend on fancy or even personalized cards. And let's not forget, you can find cards everywhere – from those cute little shops to online stores and even the big guys. So, yeah, we've got options!

Technological advancements and the integration of digital features into greeting cards have further bolstered market growth. The increasing popularity of e-cards and interactive cards aligns with the tech-savvy consumer base in North America, driving innovation and adaptation in the industry. Moreover, the trend towards personalization and customization resonates strongly with North American consumers, who value unique and tailored products. This preference, combined with strong marketing and distribution channels, positions North America as a leading market for greeting cards globally.

Recent Developments

• In 2023, Hallmark + Venmo Cards are introduced, as this innovativecollaboration allows customers to securely send money via Venmo within aphysical Hallmark card, providing a fresh and convenient method for gifting toloved ones. Combining Hallmark’s tradition of heartfelt care with Venmo’ssecure and straightforward payment system, this joint effort is set to redefinethe gift-giving experience.
• In 2024, Willow & Ivy Press hasunveiled its inaugural collection of greeting cards. This launch features 134designs for everyday occasions and 24 additional designs for Fall and Winterholidays. The collection blends contemporary color and design trends withgenuine, heartfelt sentiments, all presented in a compact notelet size.
• In 2024, Creatacard greetings waslaunched by American Greetings in collaboration with country music star LukeCombs. These virtual cards offer customization options, including the abilityto add photos, videos, personalized messages, liners, and stamps, with theoption to include a gift card.
• In 2024, Wilson has made a significantimpact in the music industry, and now fans can send personalized birthdaygreetings from her through a new SmashUp video ecard from American Greetings.Additionally, American Greetings has revealed that it will sponsor select datesof Lainey’s eagerly awaited summer tour, joining fans at several concerts tocelebrate with them.

Key Market Players

• AmericanGreeting Corporation
• ArchiesLimited
• AvantiPress Inc.
• GreetingCard Association
• CardFactory plc
• UKGreetings Limited
• Crane& Co., Inc.
• GalisonPublishing LLC
• HallmarkCards, Incorporated
• IGDesign Group Plc