Greeting Cards Market - Global Industry Size, Share, Trends, Opportunity, and Forecast, 2019-2029F

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

Personalization is one of the most significant drivers in the greeting cards market. Today’s consumers increasingly seek products that reflect their individuality and personal experiences. Greeting cards are no longer seen merely as generic items but as meaningful expressions tailored to the recipient’s personality and preferences. This shift is driven by advancements in technology and increased consumer demand for customized products. Technological innovations have made personalization more accessible and appealing. Online platforms allow customers to design and order custom cards with personalized messages, photos, and designs, making each card unique. This customization can range from adding a personal photo to choosing specific themes and messages that resonate with the recipient’s interests and experiences.

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.

Furthermore, personalization adds a layer of emotional value to greeting cards, enhancing their significance. A card that reflects personal experiences or inside jokes is likely to be more cherished than a standard, mass-produced card. This emotional connection drives consumers to invest in personalized cards, contributing to the market’s growth. In addition, the rise of DIY and craft culture has also boosted the demand for personalized greeting cards. Consumers enjoy the creative process of designing their cards, further driving market engagement and growth. The demand for unique, one-of-a-kind products continues to expand, reinforcing the importance of personalization in the greeting card industry.

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 introduced 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

Seasonal demand plays a crucial role in driving the greeting cards market. Various holidays and special occasions throughout the year create spikes in card sales, as consumers seek to celebrate these moments with friends and family. Key periods include major holidays such as Christmas, Valentine’s Day, and birthdays, each generating significant sales volumes. During these peak times, greeting card companies often release themed collections that align with the season’s sentiments. For example, Christmas cards feature festive designs and messages, while Valentine’s Day cards emphasize love and romance. This seasonal alignment helps drive consumer purchases as individuals look for cards that match the occasion.

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

The rapid expansion of the healthcare and biotechnology industries is another major driver of the Greeting Cards Market. As these industries grow, there is an increasing need for specialized laboratory facilities to support research, diagnostics, and production processes. In healthcare, the demand for laboratory furniture is driven by the need for high-quality diagnostic testing, clinical research, and drug development. Biotechnology, on the other hand, requires advanced laboratory setups for genetic research, bioprocessing, and production of biologics. Both sectors require highly specialized furniture solutions to support their unique needs. The growth of these industries also leads to the establishment of new laboratories and the upgrading of existing facilities, further driving the demand for modern laboratory furniture. As the healthcare and biotechnology sectors continue to expand and evolve, the need for adaptable and high-performance laboratory furniture will persist.

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

North America is currently leading the greeting cards market, driven by several key factors. The region's dominance is attributed to its robust consumer base and a strong tradition of celebrating various occasions with greeting cards. In North America, greeting cards are an integral part of cultural and social practices, encompassing a wide range of events from birthdays and holidays to personal milestones and seasonal greetings. The market in North America benefits from high disposable incomes, which enable consumers to purchase premium and personalized greeting cards. Additionally, the region has a well-established retail network, including specialty stores, online platforms, and big-box retailers, making it easy for consumers to access a diverse range of card 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.

Key Market Players

• American Greeting Corporation
• Archies Limited
• Avanti Press Inc.
• Greeting Card Association
• Card Factory plc
• UK Greetings Limited
• Crane & Co., Inc.
• Galison Publishing LLC
• Hallmark Cards, Incorporated
• IG Design Group Plc

Report Scope:

In this report, the global Greeting Cards Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

Greeting Cards Market, By Product Type:

• Flat
• Folded

Greeting Cards Market, By End User:

• Men
• Women

Greeting Cards Market, By Distribution Channel:

• Online
• Offline

Greeting Cards Market, By Region:

• North America
• United States
• Canada
• Mexico
• Europe
• France
• Germany
• Spain
• Italy
• United Kingdom
• Asia-Pacific
• China
• Japan
• India
• Vietnam
• South Korea
• Middle East & Africa
• South Africa
• Saudi Arabia
• UAE
• Turkey
• Kuwait
• Egypt
• South America
• Brazil
• Argentina
• Colombia

Competitive Landscape

Company Profiles: Detailed analysis of the major companies presents in the global Greeting Cards Market.

Available Customizations:

Global Greeting Cards Market report with the given market data, the publisher offers customizations according to a company's specific needs. The following customization options are available for the report:

Company Information

• Detailed analysis and profiling of additional market players (up to five).

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