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Greeting Cards & Other Publishing in the US: Market Research Report

Market Research • Market Size • Industry Statistics • Industry Analysis • Industry Trends

Greeting Cards & Other Publishing Market Research Report | NAICS 51119 | Mar 2017

Not in the cards: Revenue growth will remain flat as consumers turn to digital alternatives

IBISWorld’s Greeting Cards & Other Publishing market research report is a comprehensive guide to market size and growth prospects. Our industry reports offer strategic industry analysis of the factors influencing companies, including new product developments, economic, lifestyle and demographic influences, distribution and supply chain factors and pricing issues. Full analysis accompanies our data forecasts to illustrate how the market responds to emerging industry trends.

Report Snapshot
Market Share of Companies
Industry Statistics & Market Size
Annual Growth 12-17
Annual Growth 17-22
Annual Growth
Industry Threats & Opportunities
  • With growing technology, many products have been increasingly rendered obsolete
  • Operators have moved toward offering cards with technological additions
  • The industry will continue to grapple with growing competition from digital substitutes
  • ... purchase to read more

Industry Analysis & Industry Trends

Over the past five years, 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 been rendered increasingly obsolete, as more consumers prefer digital calendars via their mobile phones. Moreover, as many downstream markets have consolidated, such as brick-and-mortar book store retailers, the industry has grappled with fewer retailers including industry products on their retail shelves. In response, many publishing companies have consolidated. Over the five years to 2022, industry revenue is forecast to decline. Many publishing companies will consolidate, enabling these industry operators to secure superior contracts with downstream markets... ... purchase to read more

Industry Report - Industry Key Buyers Chapter

The Greeting Card and Other Publishing industry has a high level of market concentration. In 2017, the top three players accounted for about 75.0% of industry revenue. Market share has been steadily increasing over the past five years due to large industry players conducting acquisitions. For example, Hallmark acquired SpiritClips, 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. However, in general, the greeting card business is extremely concentrated.

In comparison, the yearbook product segment is less concentrated. Nev.. ... 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... purchase to read more


    Industry ProductsRelated Reports

    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 cardsGreeting cards sold in boxed setsConsumer publishing Business, trade and professional publications
    Industry Activities
    Greeting card publishingArt print publishingCalendar publishingCatalog (i.e. mail order or store merchandise) publishingClothing pattern publishingColoring book publishingDiary and time scheduler publishingDiscount coupon book publishingPostcard publishingYearbook publishing

    Table of Contents
    About this Industry
    Industry Definition
    Main Activities
    Similar Industries
    Additional Resources
    Industry at a Glance
    Industry Statistics Snapshot
    Industry Structure
    Executive Summary
    Industry Performance
    Executive Summary
    Key External Drivers
  • External Competition for the Publishing industry
  • Consumer spending
  • Demand from gift shops and card stores
  • Demand from book 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
  • Products & Markets
    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 25 to 34
  • Individuals aged 45 to 54
  • 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
  • Competitive Landscape
    Market Share Concentration
    Key Success Factors
    Cost Structure Benchmarks
  • Profit
  • Purchases
  • Wages
  • Marketing
  • Other costs
  • Chart: Cost Structure Benchmarking – Sector vs Greeting Cards & Other Publishing
  • Basis of Competition
    Barriers to Entry
  • Table: Barrier to Entry Checklist for the Greeting Cards & Other Publishing Industry
  • Industry Globalization
    Major Companies
    Hallmark Cards Inc.
    American Greetings Corporation
  • Table: Hallmark Cards Inc. - financial performance
  • Table: American Greetings Corporation - financial performance
  • Operating Conditions
    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
    Key Statistics
  • Table: Industry Data for the Greeting Cards & Other Publishing Industry
  • Includes:
  • Industry Revenue (2008-2022)
  • Industry Gross Product (2008-2022)
  • Establishments (2008-2022)
  • Businesses (2008-2022)
  • Employment (2008-2022)
  • Wages (2008-2022)
  • Print advertising expenditure (2008-2022)
  • Table: Annual Percentage Change for Key Industry Data
  • Table: Key Ratios for Industry Key Data
  • Table: Industry Financial Ratios
  • Jargon & Glossary
  • 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 allow 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.

  • Why Buy this Report?
    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
    • Quickly build competitive intelligence
    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 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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