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Companies in this industry primarily publish print greeting cards. Major companies include Hallmark, American Greetings, and CSS Industries (all based in the US), as well as International Greetings and Carte Blanche Greetings (both based in the UK), and Archies Limited (India).
Although the global greeting cards market has been disrupted by the proliferation of electronic media, print cards remain a popular way to celebrate holidays and commemorate special occasions, especially in developed nations. The global stationery and cards market is expected to grow at a compound annual rate of about 6% through 2019 (from 2014), according to TechNavio.
The US greeting card publishers industry includes about 100 establishments (single-location companies and units of multi-location companies) with combined annual revenue of about $3.5 billion.
Companies that publish greeting cards exclusively online are covered in a separate industry profile for Internet Publishing, Broadcasting & Search Portals.
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 ...
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