General Facts and Trends of the US-Greeting Card Market

Source: The Greeting Card Association, 1156 15th Street NW, suite 900, Washington, DC, 20005;

Approximately 7 billion greeting cards are purchased annually by consumers, generating more than $ 7,5 billion in retail sales. The ink-on-paper industry has experienced continued growth for the past 60 years (since 1993, nearly 20 percent growth in retail sales). In 1941, there were only about 100 card publishers with approximately $ 43 million in wholesale card sales. Currently, there are now more than 2,000 greeting card publishers in the U.S., ranging from mayor corporations to small family-run organization.

Growing trends in the greeting card industry include the increase in sales of everyday-general friendship cards, a growing number of greeting card publishers, and the need for more emotion-based me-to-you messages in the form of greeting cards. Today, there are cards for every relationship, every occasion, every ethnicity, every age group, every gender and every special interest group. Greeting cards are available for more than 20 different holidays, including holidays of specific ethnic origins. Greeting cards are being sold in more outlets than ever before, as well as being purchased and sent over the Internet.

Since 1993, the number of U.S. households participating in the greeting card category has grown more than six percent. Part of this growth is due to a more relaxed lifestyle. In keeping with casual Fridays, more Americans are using casual, conversational cards for communicating with friends, neighbors and work associates in addition to using more traditional cards to recognize milestone occasions and special relationships.
Another reason for this growth is that nine of 10 Americans look forward to receiving personal letters and greeting cards because cards allow them to keep in touch with friends and family as well as to make the recipients feel special and important to someone else. In fact, personal greeting cards and letters are the primary types of mail people look forward to receiving, open first and read thoroughly.

Of the total greeting cards purchased annually, roughly half are seasonal and the remaining half are for everyday card-sending situations. The most popular everyday card-sending situation is still birthday, which accounts for nearly 60% of everyday cards sold. In addition, everyday cards, especially non-occasion cards, are fueling the growth in sales (versus holidays), as are individual card sales (versus packaged or boxed cards).
The next most popular everyday card-sending occasion in order are anniversary, get well, friendship and sympathy. These, in addition to birthday cards, account for roughly 85% of everyday cards sold.

The most popular card-sending holidays in order are Christmas, Valentine's Day, Mother's Day, Easter and father's Day. Together, these five card-sending holidays account for 96 percent of individual seasonal card sales. Christmas accounts for nearly one-fourth of all individual seasonal cards sold.
Cards range in price from $ 0,38 to $10,00, with the average counter card retailing for around $ 2,00 - $ 4,00. Cards feature special techniques, intricate designs and new technologies are at the top of the price scale.

  
actualities

New charts with information
of the greeting card market
in Germany in 2008.
A study of GFK ordered by AVG,
Feb. 2009

Foreign Greeting Card Markets:
United Kingdom 2002
Canada 2002
USA 2002
USA - Facts and Trends -