Global Greeting Card Market Outlook to 2028

Global Greeting Card Market Overview

The global greeting card market is valued at USD 19.38 billion, driven by increasing consumer demand for personalized and sentiment-driven cards. Consumers continue to value physical cards for their emotional and tactile elements, especially for major life events like birthdays and holidays. This market is further fueled by the trend toward eco-friendly materials, with manufacturers introducing sustainable paper options. Digital alternatives are gaining traction, but physical greeting cards remain the primary choice, supported by expanding retail and e-commerce platforms globally.

Dominant countries in this market include the United States, the United Kingdom, and Japan. These countries have a long-established tradition of sending greeting cards for various occasions, driven by strong consumer sentiment and cultural factors. In the U.S., greeting cards are popular for holidays such as Christmas and Valentines Day. The U.K. sees high demand during national holidays and life events, while Japan has a unique cultural practice of exchanging cards for New Year's greetings, bolstering market dominance.

Labor laws and working conditions in the greeting card manufacturing sector are becoming more stringent. In 2023, the International Labour Organization (ILO) highlighted stricter enforcement of labor laws in countries like Bangladesh and Vietnam, where many greeting cards are produced, ensuring fair wages and improved working conditions for workers.

Global Greeting Card Market Segmentation

By Card Type: The global greeting card market is segmented by card type into traditional greeting cards, digital e-cards, augmented reality (AR) greeting cards, and handmade/artisanal cards. Traditional greeting cards dominate the market due to their deeply ingrained cultural significance and consumer preference for tactile, personalized messages. Major companies like Hallmark and American Greetings have invested significantly in maintaining strong brand presence through innovative card designs and continued focus on premium materials.

By Region: Regionally, the greeting card market is segmented into North America, Europe, Asia Pacific, the Middle East & Africa, and Latin America. North America holds the dominant market position, with the U.S. being a key player due to strong consumer spending on various holidays and the established presence of major card companies. Europe follows closely, with the U.K. being a significant market due to its rich tradition of exchanging greeting cards.

By Occasion: The market is also segmented by occasion into birthdays, anniversaries, holidays (Christmas, New Year, etc.), and special days (Mothers Day, Valentines Day, etc.). Birthday cards account for the largest share due to the consistent year-round demand for celebrating individual milestones. Major brands continuously launch new designs and personalized options for birthdays, contributing to their dominance within this category.

Global Greeting Card Market Competitive Landscape

The global greeting card market is consolidated, with a few major players dominating. Companies like Hallmark and American Greetings have established strong footholds in both physical retail and online platforms. There is also growing competition from digital e-card platforms, although the physical card market remains the largest revenue generator. Players are diversifying through partnerships with artists and expanding product portfolios to appeal to changing consumer preferences.

Company

Establishment Year

Headquarters

No. of SKUs

Revenue

Geographic Reach

Sustainability Initiatives

Digital Platforms

Hallmark Cards, Inc.

1910

Kansas City, USA

American Greetings Corp.

1906

Cleveland, USA

Moonpig Group PLC

2000

London, UK

Shutterfly, Inc.

1999

Redwood City, USA

Card Factory PLC

1997

Wakefield, UK

Global Greeting Card Industry Analysis

Growth Drivers

Personalization and Customization Trends: The global greeting card market is increasingly driven by the demand for personalized and customized cards. In 2024, consumer surveys have shown that over 70 million households in Europe alone prefer greeting cards with personal messages and custom designs for special occasions. 55% of individuals who purchase greeting cards are inclined toward designs they can personalize. This is further fueled by technological advancements in on-demand printing, enabling faster and more customized production of cards.

Increased Consumer Demand for Sentiment-Driven Products: Consumers are moving toward more emotionally driven purchases, and this is evident in the greeting card sector. A study by the U.S. Census Bureau highlights that in 2023, over 100 million greeting cards were purchased during key emotional events, such as weddings, birthdays, and sympathy occasions. In the UK, sentiment-driven cards accounted for 65% of all greeting card sales in the same period, suggesting a growing preference for physical expressions of emotion.

Growing Online Retail and E-commerce Channels: Online retail platforms have become significant growth drivers for the greeting card market, with e-commerce sales accounting for nearly 35% of all greeting card sales globally, as reported by the U.S. Census Bureau in 2023. In Asia, where internet penetration is at 69% according to the World Bank, online sales of personalized greeting cards have surged, particularly during national festivals and celebrations.

Market Restraints

Digital Substitutes and E-card Disruptions: The rise of digital communication tools like e-cards and social media greetings poses a significant challenge to the traditional greeting card market. In 2023, over 120 million e-cards were sent worldwide, according to data from Statista, representing a strong substitute for physical cards. This shift, particularly among younger consumers, reduces demand for printed greeting cards, impacting revenue streams for manufacturers.

Declining Use of Physical Mail Services: The global decline in traditional mail services directly impacts the greeting card market. The U.S. Postal Service reported a 6% reduction in letter mail volume in 2023, which includes greeting card deliveries. Similarly, postal services in the UK and France noted decreases in mailed greeting cards, affecting the industrys reliance on physical mail channels for distribution.

Global Greeting Card Market Future Outlook

Over the next five years, the global greeting card market is expected to see moderate growth, driven by the rising trend toward personalized, eco-friendly, and interactive greeting cards. Innovations such as augmented reality (AR) cards and digital customization options are projected to drive market expansion. Additionally, the increasing penetration of e-commerce platforms and digital gift services is likely to support future growth.

Market Opportunities

Expanding into Emerging Markets: Emerging markets present a vast opportunity for greeting card companies. In 2023, India saw a 20% increase in greeting card imports, driven by festivals and personal occasions, according to the Indian Ministry of Commerce. With rising middle-class income levels and increased disposable income, markets in South Asia and Africa are becoming more attractive for international greeting card companies.

Innovations in Augmented Reality (AR) Greeting Cards: AR technology is creating new opportunities in the greeting card sector. In 2023, around 5 million AR-enabled greeting cards were sold globally, according to a report by the European Commission. These cards allow consumers to interact with digital animations, creating an immersive and innovative experience, and providing a competitive edge to companies investing in this technology.
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