PUBLISHER: Grand View Research | PRODUCT CODE: 1889057
PUBLISHER: Grand View Research | PRODUCT CODE: 1889057
U.S. Greeting Cards Market Size, Share & Trends Analysis Report By Type (E-Card, Traditional Card), By Distribution Channel (Online, Offline), And Segment Forecasts, 2025 - 2033
U.S. Greeting Cards Market Summary
The U.S. greeting cards market size was estimated at USD 7.62 billion in 2024 and is projected to reach USD 9.14 billion by 2033, growing at a CAGR of 2.1% from 2025 to 2033. The market is regaining momentum, driven by a resurgence in consumer interest in thoughtful, tangible expressions of care.
While digital communication has grown exponentially, the act of giving physical cards remains deeply embedded in American social culture. Industry data suggests that approximately 6.5 billion greeting cards are purchased annually in the U.S., reaffirming their role in milestone celebrations, seasonal holidays, and personal life events. Notably, Millennials and Gen Z are significantly contributing to this revival by viewing cards as authentic, nostalgic tokens, offering a counterpoint to the impersonal nature of online messages. Their continued engagement with physical cards underscores how deeply emotional value remains tied to printed sentiments.
Birthdays remain the dominant occasion for card-giving: one review notes that birthday cards account for more than 50% of all card types sold, with over 7 billion units annually. Younger generations, specifically Millennials and Gen Z, are playing a more active role in shaping the future. Millennials, for example, are now the largest buyers of greeting cards in dollar terms, according to the GCA commentary cited in the media. Personalization, artisan or handmade cards, and eco-friendly materials are gaining importance. The market commentary notes that consumers increasingly seek cards that feel unique or hand-crafted rather than generic mass-printed. Finally, while digital e-cards are available, a significant portion of consumers still prefer mailing physical cards; one study found that 54% of U.S. consumers prefer to mail physical cards. These trends suggest that cards function not just as messages but as emotional stamps and tokens of a relationship.
The category is also being reshaped through innovation and expanded retail versatility. Brands and boutique makers are integrating hybrid formats, such as cards with QR codes linking to audio or video messages, or customizable templates ordered online and delivered by mail. Independent publishers are gaining traction by catering to niche audiences with designs that are humorous, feminist, or culturally specific. Meanwhile, established brands have expanded their reach by optimizing retail placement, moving cards outside of traditional seasonal aisles and positioning them in checkout, lifestyle, and even florist areas. Digital-first players are also flourishing, offering personalized e-cards or physical cards shipped directly to recipients with handwritten add-ons.
U.S. price segmentation remains distinct across the market. Entry-level cards, often found in supermarkets or dollar stores, cater to volume-based shoppers seeking quick and affordable solutions for everyday occasions. The mid-tier includes premium printed designs, specialty formats, and licensed-brand collaborations, appealing to consumers who want something thoughtful but budget-conscious. The high-end segment is driven by artisan studios and designer labels that offer handmade, letterpressed, or multi-component cards priced as miniature art pieces. These often target thoughtful gift-givers and collectors, with sustainability, limited editions, and bespoke typography adding to their appeal. This balanced segmentation allows the greeting card industry to remain inclusive while addressing modern consumer needs for both convenience and emotional depth.
U.S. Greeting Cards Market Report Segmentation
This report forecasts revenue growth at country levels and provides an analysis on the latest trends and opportunities in each of the sub-segments from 2021 to 2033. For this study, Grand View Research has segmented the U.S. greeting cards market report on the basis of type and distribution channel.
- Type Outlook (Revenue, USD Billion, 2021 - 2033)
- Traditional card
- E-card
- Distribution Channel Outlook (Revenue, USD Billion, 2021 - 2033)
- Offline
- Online
Table of Contents
Chapter 1. Methodology and Scope
- 1.1. Market Segmentation & Scope
- 1.2. Market Definition
- 1.3. Information Procurement
- 1.3.1. Purchased Database
- 1.3.2. GVR's Internal Database
- 1.3.3. Secondary Sources & Third-Party Perspectives
- 1.3.4. Primary Research
- 1.4. Information Analysis
- 1.4.1. Data Analysis Models
- 1.5. Market Formulation & Data Visualization
- 1.6. Data Validation & Publishing
Chapter 2. Executive Summary
- 2.1. Market Snapshot
- 2.2. Type Outlook
- 2.3. Distribution Channel Outlook
- 2.4. Competitive Landscape Snapshot
Chapter 3. U.S. greeting cards market Variables, Trends & Scope
- 3.1. Market Lineage Outlook
- 3.1.1. Related Market Outlook
- 3.2. Penetration and Growth Prospect Mapping
- 3.3. Industry Value Chain Analysis
- 3.3.1. Sales Channel Analysis
- 3.4. Market Dynamics
- 3.4.1. Market Driver Analysis
- 3.4.2. Market Restraint Analysis
- 3.4.3. Market Opportunities
- 3.4.4. Market Challenges
- 3.5. Industry Analysis Tools
- 3.5.1. Porter's Five Forces Analysis
- 3.6. Seasonality Trends
- 3.7. Market Entry Strategies
Chapter 4. U.S. greeting cards market: Consumer Behavior Analysis
- 4.1. Consumer Trends & Preferences
- 4.2. Factors Affecting Buying Decisions
- 4.3. Consumer Product Adoption
- 4.4. Observations & Recommendations
Chapter 5. U.S. greeting cards market: Type Estimates & Trend Analysis
- 5.1. U.S. greeting cards market, By Type: Key Takeaways
- 5.2. Type Movement Analysis & Market Share, 2024 & 2033
- 5.3. Market Estimates & Forecasts, by Type, 2021 - 2033 (USD Billion)
- 5.3.1. Traditional Cards
- 5.3.1.1. Market estimates and forecast, 2021 - 2033 (USD Billion)
- 5.3.2. E-Card
- 5.3.2.1. Market estimates and forecast, 2021 - 2033 (USD Billion)
- 5.3.1. Traditional Cards
Chapter 6. U.S. greeting cards market: Distribution Channel Estimates & Trend Analysis
- 6.1. U.S. greeting cards Market, By Distribution Channel: Key Takeaways
- 6.2. Distribution Channel Movement Analysis & Market Share, 2024 & 2033
- 6.3. Market Estimates & Forecasts, by Distribution Channel, 2021 - 2033 (USD Billion)
- 6.3.1. Offline
- 6.3.1.1. Market estimates and forecast, 2021 - 2033 (USD Billion)
- 6.3.2. Online
- 6.3.2.1. Market estimates and forecast, 2021 - 2033 (USD Billion)
- 6.3.1. Offline
Chapter 7. U.S. greeting cards market: Competitive Analysis
- 7.1. Recent developments & impact analysis, by key market participants
- 7.2. Company Categorization
- 7.3. Participant's Overview
- 7.4. Financial Performance
- 7.5. Product Benchmarking
- 7.6. Company Market Share Analysis, 2024 (%)
- 7.7. Company Heat Map Analysis
- 7.8. Strategy Mapping
- 7.9. Company Profiles
- 7.9.1. American Greeting Corporation
- 7.9.1.1. Company Overview
- 7.9.1.2. Financial Performance
- 7.9.1.3. Product Portfolios
- 7.9.1.4. Strategic Initiatives
- 7.9.2. Archies Limited
- 7.9.2.1. Company Overview
- 7.9.2.2. Financial Performance
- 7.9.2.3. Product Portfolios
- 7.9.2.4. Strategic Initiatives
- 7.9.3. Avanti Press Inc.
- 7.9.3.1. Company Overview
- 7.9.3.2. Financial Performance
- 7.9.3.3. Product Portfolios
- 7.9.3.4. Strategic Initiatives
- 7.9.4. Budget Greeting Cards Ltd.
- 7.9.4.1. Company Overview
- 7.9.4.2. Financial Performance
- 7.9.4.3. Product Portfolios
- 7.9.4.4. Strategic Initiatives
- 7.9.5. Card Factory plc
- 7.9.5.1. Company Overview
- 7.9.5.2. Financial Performance
- 7.9.5.3. Product Portfolios
- 7.9.5.4. Strategic Initiatives
- 7.9.6. Carlton Cards Ltd.
- 7.9.6.1. Company Overview
- 7.9.6.2. Financial Performance
- 7.9.6.3. Product Portfolios
- 7.9.6.4. Strategic Initiatives
- 7.9.7. Crane & Co.
- 7.9.7.1. Company Overview
- 7.9.7.2. Financial Performance
- 7.9.7.3. Product Portfolios
- 7.9.7.4. Strategic Initiatives
- 7.9.8. Galison Publishing LLC
- 7.9.8.1. Company Overview
- 7.9.8.2. Financial Performance
- 7.9.8.3. Product Portfolios
- 7.9.8.4. Strategic Initiatives
- 7.9.9. Hallmark Cards, Inc.
- 7.9.9.1. Company Overview
- 7.9.9.2. Financial Performance
- 7.9.9.3. Product Portfolios
- 7.9.9.4. Strategic Initiatives
- 7.9.10. IG Design Group Plc
- 7.9.10.1. Company Overview
- 7.9.10.2. Financial Performance
- 7.9.10.3. Product Portfolios
- 7.9.10.4. Strategic Initiatives
- 7.9.11. John Sands (Australia) Ltd.
- 7.9.11.1. Company Overview
- 7.9.11.2. Financial Performance
- 7.9.11.3. Product Portfolios
- 7.9.11.4. Strategic Initiatives
- 7.9.1. American Greeting Corporation
List of Tables
- 1. U.S. greeting cards market: Key market driver analysis
- 2. U.S. greeting cards market: Key market restraint analysis
- 3. U.S. greeting cards market estimates & forecast, by type (USD Billion)
- 4. Traditional cards market estimates & forecasts, 2021 - 2033 (USD Billion)
- 5. E-Cards market estimates & forecasts, 2021 - 2033 (USD Billion)
- 6. U.S. greeting cards market estimates & forecast, by distribution channels (USD Billion)
- 7. U.S. greeting cards market estimates & forecasts, through offline sales, 2021 - 2033 (USD Billion)
- 8. U.S. greeting cards market estimates & forecasts, through online sales, 2021 - 2033 (USD Billion)
- 9. Recent developments & impact analysis, by key market participants
- 10. Company market share, 2024
- 11. Company heat map analysis
- 12. Companies undergoing key strategies
List of Figures
- 1. U.S. greeting cards market segmentation
- 2. Information procurement
- 3. Primary research pattern
- 4. Primary research approaches
- 5. Primary research process
- 6. Market snapshot
- 7. Segment snapshot
- 8. Regional snapshot
- 9. Competitive landscape Snapshot
- 10. Global parent industry and greeting cards market size (USD Billion)
- 11. U.S. greeting cards market size, 2018 to 2030 (USD Billion)
- 12. U.S. greeting cards market: Penetration & growth prospect mapping
- 13. U.S. greeting cards market: Value chain analysis
- 14. U.S. greeting cards market: Sales channel analysis
- 15. U.S. greeting cards market: Dynamics
- 16. U.S. greeting cards market: Porter's five forces analysis
- 17. Factors influencing buying decisions for greeting cards
- 18. U.S. greeting cards market, by type: Key takeaways
- 19. U.S. greeting cards market: Type movement analysis, 2024 & 2033 (%)
- 20. Traditional cards market estimates & forecasts, 2021 - 2033 (USD Billion)
- 21. E-card market estimates & forecasts, 2021 - 2033 (USD Billion)
- 22. U.S. greeting cards market, by distribution channel: Key takeaways
- 23. U.S. greeting cards market: Distribution channel movement analysis, 2024 & 2033 (%)
- 24. U.S. greeting cards market estimates & forecasts, through offline channel, 2021 - 2033 (USD Billion)
- 25. U.S. greeting cards market estimates & forecasts, through online channel, 2021 - 2033 (USD Billion)
- 26. Key company categorization
- 27. Company market share analysis, 2024 (%)
- 28. Strategic framework of the greeting cards market
