Greeting Cards Market - Global Industry Size, Share, Trends, Opportunity, and Forecast, 2021-2031

The Global Greeting Cards Market is projected to expand from USD 21.05 Billion in 2025 to USD 26.34 Billion by 2031, registering a CAGR of 3.81%. Defined as illustrated card stock featuring expressions of celebration or sentiment, greeting cards are designed to mark specific occasions and enhance personal relationships. The market's growth is primarily supported by the cultural persistence of seasonal traditions and the enduring human need for tangible emotional connections. Consumers continue to favour physical cards over digital alternatives due to their ability to convey authentic care during milestones and their quality as keepsakes. Reflecting this resilience in a major global region, the Greeting Card Association (UK) reported that the retail value of the United Kingdom's greeting card market reached £1.53 billion in 2025.

However, a significant challenge impeding market expansion is the rising cost and unpredictability associated with global postal services. As national postal operators reduce delivery schedules and frequently raise stamp prices to address operational deficits, the affordability and convenience of sending physical mail are diminished. This logistical friction serves as a deterrent for consumers, risking an accelerated migration toward instant digital communication methods for everyday greetings.

Market Drivers

The global greeting cards market is being fundamentally reshaped by the accelerated adoption of online retail platforms and e-commerce, which facilitate advanced personalization and enhance accessibility. Consumers are increasingly shifting toward digital storefronts that provide the convenience of browsing vast catalogs and the capability to customize cards with personal messages and photos - features often lacking in physical retail environments. This digital transition supports direct delivery and instant scheduling, catering to time-constrained modern shoppers while preserving the product's emotional sentiment. Illustrating the scale of this shift, Moonpig Group reported in its 'Results Announcement for the year ended 30 April 2024' (June 2024) that the leading online platform achieved total revenue of £341.1 million, driven by expanded personalized gifting options and high customer retention.

Simultaneously, increasing consumer preference for eco-friendly and sustainable materials is forcing a widespread industrial pivot toward responsible manufacturing practices. Market participants are aggressively lowering their environmental footprint by replacing non-recyclable components like cellophane and glitter with biodegradable packaging and FSC-certified paper. This trend has evolved from a niche interest into a central requirement for regulatory compliance and brand loyalty; for instance, Card Factory stated in its 'Preliminary Results for the year ended 31 January 2024' (April 2024) that it successfully eliminated single-use plastics from 90% of its own-label products. Underscoring the magnitude of the infrastructure adapting to these demands, global manufacturer IG Design Group reported annual revenue of $800 million in June 2024.

Market Challenges

The growth of the greeting cards market is fundamentally hampered by the increasing unpredictability and cost of global postal services, which dismantle the convenience and affordability that sustain consumer participation. As national postal operators cut delivery frequency and raise stamp prices to mitigate operational losses, the total effort and cost required to send a physical card increase disproportionately. This financial and logistical friction acts as a deterrent for price-sensitive shoppers, compelling them to substitute traditional mail with free, instant digital greetings. Consequently, the volume of spontaneous or everyday card-sending declines, restricting market activity primarily to obligatory, high-value occasions and limiting overall volume growth.

This difficult environment is quantified by rapid postage rate inflation in major markets, creating a barrier to frequent purchasing. According to the Greeting Card Association, the cost of a First-Class Mail Forever stamp in the United States climbed to 73 cents in 2024, marking the second price increase within a single year. Such repeated hikes directly erode consumer confidence and purchasing power, stalling market expansion by rendering the maintenance of tangible personal connections increasingly cost-prohibitive for the average consumer.

Market Trends

Product portfolios are rapidly changing due to the growth of inclusive and culturally diverse design themes, as publishers strive to authentically represent a broader spectrum of consumer identities. Market participants are moving beyond generic imagery to create cards that specifically celebrate underrepresented communities, integrating non-traditional milestones, distinct cultural narratives, and languages into their collections. This shift is driven by consumer demand for representation and relevance that mass-market designs previously failed to address. Highlighting this industry-wide focus, Gift Shop Magazine reported in February 2024, in the 'Greeting Card Association reveals 35th annual Louie Awards finalists' article, that the Greeting Card Association saw a 21% increase in award entries, a surge attributed to the introduction of seven new diversity categories celebrating LGBTQIA+, Latinx, and Black cultures.

Concurrently, a marked resurgence of independent artist and artisanal collaborations is reshaping the sector, shifting value from centralized studio models to decentralized creator marketplaces. Consumers are increasingly rejecting standardized visuals in favour of unique, illustrator-led designs that offer a distinct aesthetic and a sense of direct patronage to the artist. This trend empowers digital platforms to act as intermediaries, allowing individual creatives to monetize their work without managing physical inventory. Underscoring the economic scale of this model, PG Buzz reported in August 2024, in the 'Thortful pays creators £12m' article, that the online marketplace Thortful has paid over £12 million in royalties to its community of independent designers since its inception.

Key Players Profiled in the Greeting Cards Market

• 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:

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
• Europe
• Asia-Pacific
• South America
• Middle East & Africa

Competitive Landscape

Company Profiles: Detailed analysis of the major companies present in the Global Greeting Cards Market.

Available Customization

The analyst offers customization according to your specific needs. The following customization options are available for the report:

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

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