Greeting Card Publishers Industry Profile

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 ...