The Greeting Card Industry Landscape

The greeting card industry is a substantial market in the U.S., with approximately 6.5 billion cards sold annually. Major players like Hallmark and American Greetings dominate the landscape, accounting for around 80% of the market share. However, a surge in millennial consumers is reshaping the industry by shifting their spending habits towards higher-priced, unique cards, inspired by their desire to make genuine connections. This demographic's buying patterns illustrate that while traditional cards remain popular, there is growing demand for differentiated products that resonate with personal relationships.