House of cards: Industry revenue will contract as mounting external competition grows

Over the past five years to 2018, the proliferation of paperless substitutes has dampened revenue for the Greeting Cards and Other Publishing industry. Many industry products, such as greeting cards, day planners and calendars, have increasingly been rendered obsolete as more consumers prefer digital alternatives, aided by the ubiquity of the smartphone. Additionally, many of the consumers that purchased greeting cards for holidays and birthdays in the past now reach out to their friends and family via social media. Industry profitability has experienced downward pressure as its downstream markets have increasingly been characterized by online retailers rather than brick-and-mortar businesses...purchase to read more.

Industry Statistics & Market Size
Annual Growth 13-18
Forecast Growth 18-23

Industry Threats & Opportunities

  • The industry will continue to struggle to generate revenue due to mounting external competition
  • Smaller greeting cards publishing companies have struggled due to consumer emphasis on value
  • The continued consolidation of brick-and-mortar book stores will cause industry publishers to grapple with lower demand
  • Industry Report - Industry Key Buyers Chapter

    The Greeting Cards and Other Publishing industry exhibits a high level of market concentration. In 2018, the top three players are expected to collectively account for 75.8% of total industry revenue. Market share concentration has been steadily increasing over the past five years due to a string of acquisition activity among the industry's major players. For example, Hallmark acquired SpiritClips prior to the outset of the five-year period, enabling Hallmark to expand its digital greeting card product portfolio. However, the level of concentration varies between different product segments. The greeting cards product segment is highly concentrated. US greeting card publishers range from small, independently run organizations to major corporations. How...purchase to read more.

    Additional Insights for the Greeting Cards & Other Publishing Industry

    IBISWorld identifies 250 Key Success Factors for a business.The most important for the Greeting Cards & Other Publishing Industry are

  • Access to niche markets
  • Effective cost controls
  • Production of premium goods/services
  • IBISWorld analysts also discuss how external factors such as External Competition for the Publishing industry and Consumer spending in the Greeting Cards & Other Publishing industry impact industry performance..

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    What's in this report

    What is the Greeting Cards & Other Publishing Industry?

    This industry comprises publishers that primarily publish greeting cards in print or electronic form. Some companies also publish products such as postcards, calendars, coloring books, yearbooks and more. This industry excludes newspaper, magazine, book, directory, map, atlas, database and music publishers.

    Industry Products
  • Single greeting cards
  • Greeting cards sold in boxed sets
  • Consumer publishing
  • Business, trade and professional publications
  • Industry Activities
  • Greeting card publishing
  • Art print publishing
  • Calendar publishing
  • Catalog (i.e. mail order or store merchandise) publishing
  • Clothing pattern publishing
  • Coloring book publishing
  • Diary and time scheduler publishing
  • Discount coupon book publishing
  • Postcard publishing
  • Yearbook publishing
  • Table of Contents

    Industry Definition
    Main Activities
    Similar Industries
    Additional Resources
    Industry Statistics Snapshot
    Industry Structure
    Executive Summary
    Executive Summary
    Key External Drivers
  • External Competition for the Publishing industry
  • Consumer spending
  • Demand from book stores
  • Demand from gift shops and card stores
  • Number of children aged nine and younger

  • Current Performance
  • Intensifying competition
  • Shift toward interactive greeting cards
  • Consolidation
  • Chart: Revenue Growth

  • Industry Outlook
  • Demographic shifts
  • Consolidation continues
  • Table: Greeting Cards & Other Publishing Industry Revenue Outlook

  • Industry Life Cycle
  • Life cycle reasons
  • Chart: Benchmarking - Greeting Cards & Other Publishing Industry Lifecycle vs The Economy

  • Supply Chains
    Key Buying Industries
  • Paper Mills
  • Printing

  • Key Selling Industries
  • Book Stores
  • Book, Magazine & Newspaper Wholesaling
  • Department Stores
  • Florists
  • Gift Shops & Card Stores
  • Office Stationery Wholesaling
  • Office Supply Stores
  • Private Schools
  • Public Schools
  • Supermarkets & Grocery Stores

  • Products & Services
  • Single greeting cards
  • Consumer publishing
  • Greeting cards sold in boxed sets
  • Other
  • Business, trade and professional publications
  • Chart: Greeting Cards & Other Publishing Industry Products and Services Segmentation

  • Demand Determinants
    Major Markets
  • Individuals aged 65 and older
  • Individuals aged 55 to 64
  • Individuals aged 45 to 54
  • Individuals aged 25 to 34
  • Individuals aged 35 to 44
  • Individuals aged 24 and younger
  • Chart: Major Market Segmentation for the Greeting Cards & Other Publishing Industry

  • International Trade
    Business Locations
    Chart: Business Locations by State
    Market Share Concentration
    Key Success Factors
    Cost Structure Benchmarks
    ProfitPurchasesWagesMarketingOther costs
  • Chart: Cost Structure Benchmarking – Sector vs Greeting Cards & Other Publishing

  • Basis of Competition
    Internal competitionExternal competition
    Barriers to Entry
  • Table: Barrier to Entry Checklist for the Greeting Cards & Other Publishing Industry

  • Industry Globalization
    Hallmark Cards Inc., American Greetings Corporation,
  • Table: Hallmark Cards Inc. - financial performance
  • Table: American Greetings Corporation - financial performance

  • Capital Intensity
  • Chart: Level of Capital Intensity for the Greeting Cards & Other Publishing Industry
  • Chart: Tools of the Trade: Growth Strategies for Success

  • Technology & Systems
    Revenue Volatility
  • Chart: Volatility vs Industry Growth

  • Regulation & Policy
    Industry Assistance
    Table: Industry Data for the Greeting Cards & Other Publishing Industry
  • Industry Revenue (2009-2023)
  • Industry Gross Product (2009-2023)
  • Establishments (2009-2023)
  • Businesses (2009-2023)
  • Employment (2009-2023)
  • Wages (2009-2023)
  • Print advertising expenditure (2009-2023)

  • Table: Annual Percentage Change for Key Industry Data
    Table: Key Ratios for Industry Key Data
    Table: Industry Financial Ratios
  • A digital greeting card selected online (free or for a fee) that is sent to the recipient via e-mail.
  • Electronic Organizer
  • A small calculator-size computer, often with a built-in diary application and other functions, such as an address book and calendar.
  • Licensing
  • A way for a publisher to permit others to use the publisher's (owner's) designs or images on their products, while the owner keeps control of the copyright.
  • Personal Digital Assistant (Pda)
  • A mobile device that functions as a personal information manager.
  • Smartphone
  • A mobile phone that offers advanced PC-like capabilities.
  • What Our Customers Say

    Why buy this report?

    The Greeting Cards & Other Publishing industry market report contains data and analysis of the most influential current and future trends shaping the industry. IBISWorld’s in-depth industry market research is presented in a logical, user-friendly format, and provides growth and profit forecasts for a five-year outlook period.

    IBISWorld industry market research reports enable you to:
    • Find out about key industry trends
    • Identify threats and opportunities
    • Inform your decisions for marketing, strategy and planning
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    This report on Greeting Cards & Other Publishing:
    • Provides Market Size information to assist with planning and strategic decisions.
    • Includes the necessary information to perform SWOT, PEST and STEER analysis.
    • Helps you understand market dynamics to give you a deeper understanding of industry competition and the supply chain.
    • Analyses key performance and operational metrics so that you can benchmark against your own business, that of your customers’ businesses, or your competitors’ businesses.
    The Greeting Cards & Other Publishing market research report includes:
    • Historical data and analysis for the key drivers of this industry
    • A five-year forecast of the market and noted trends
    • Detailed research and segmentation for the main products and markets
    • An assessment of the competitive landscape and market shares for major companies
    • And of course, much more

    IBISWorld reports on thousands of industries around the world. Our clients rely on our information and data to stay up-to-date on industry trends across all industries. With this IBISWorld Industry Research Report on Greeting Cards & Other Publishing, you can expect thoroughly researched, reliable and current information that will help you to make faster, better business decisions.

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