Greeting Card Publishers

Companies in this industry primarily publish print greeting cards. Major companies include American Greetings and Hallmark (both based in the US), as well as Archies Limited (India), Carte Blanche Greetings and Design Group (both based in the UK), and Glory Moon Greeting Cards (Hong Kong).

The global greeting cards market has been disrupted by the proliferation of digital media, growing postal rates, and expanding do-it-yourself alternatives. Still, print cards remain a popular way to celebrate holidays and commemorate special occasions, especially in developed nations.

The US greeting card publishers industry includes about 110 establishments (single-location companies and units of multi-location companies) with combined annual revenue of about $4 billion.

Companies that publish greeting cards exclusively online are covered in a separate industry profile for Internet Publishing, Broadcasting & Search Portals.

COMPETITIVE LANDSCAPE

Demand is driven by consumer disposable income. The profitability of individual companies depends on marketing expertise, efficient operations, and product innovation. Large companies may enjoy economies of scale in product development and distribution. Small companies can compete effectively by offering specialized or unique products. The US industry is highly concentrated: the top 50 companies account for nearly 100% of revenue.

Competitors include internet companies and photo services that publish digital greeting cards, photos, and videos, as well as social media outlets such as Facebook and Instagram that allow users to share free online greetings with friends and family. Additional competition may come from consumers who are increasingly using their own technology to create and send personalized greetings.

PRODUCTS, OPERATIONS & TECHNOLOGY

Major products are seasonal cards for seasonal events and every-day cards to commemorate occasions and sentiments. Single greeting cards account for about 70% of the US industry revenue, while multiple greeting cards account for the rest. Seasonal events include Christmas, Valentine's Day, Mother's Day, and graduation. Occasions and sentiments include birthdays, sympathy, weddings, new baby, thank you, and congratulations. Companies that publish greeting cards may also sell related products such as calendars, gift wrap, stationery, notecards, photo albums, and decorations.

Large greeting cards publishers may have both foreign and domestic manufacturing, warehouse, and distribution facilities. Factors such as quality, cost, production capability, and speed requirements are taken into account when determining where cards are made. For example, most Hallmark cards available in the US are produced at a company facility in Lawrence, Kansas, while cards that require extra handiwork, such as adding beads or tassels, are typically made by suppliers in Asia.

Companies may employ an in-house staff of artists, designers, writers, illustrators, editors, animators and photographers who create the product. Other work may be contracted out to freelance artists and designers. Seasonal products may be designed beginning up to 18 to 20 months before the holiday event and manufactured during an eight- to 10-month production cycle. Show more