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Greeting Cards & Other Publishing in the US Industry Data and Analysis
The proliferation of paperless substitutes has dampened revenue for the greeting card publishing industry. Many 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. A significant portion of consumers who purchased greeting cards for holidays and birthdays in the past now reach out to friends and family via digital communication. As many downstream markets have consolidated, such as brick-and-mortar book store retailers, the industry has grappled with fewer retailers selling products. Reduced shelf space has forced industry giants and small publishers alike to rethink their business models and product strategies as they grapple with revenue contractions and mounting input costs, especially for paper. Overall, industry revenue is expected to drop at a CAGR of 4.5%, totaling an estimated $5.6 billion in 2025. Revenue is expected to sink 1.1% in 2025 alone, as industry profit slips to 10.4%.
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What's included in this industry analysis
IBISWorld's research coverage on the Greeting Cards & Other Publishing industry in the United States includes market sizing, forecasting, data and analysis from 2015-2030. The most recent publication was released July 2025.
About this industry
What's this industry report about?
The Greeting Cards & Other Publishing industry in the United States operates under the NAICS industry code 51119. 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. Related terms covered in the Greeting Cards & Other Publishing industry in the United States include licensing, electronic organizer, e-card, smartphone and personal digital assistant (pda).
What's included in this industry?
Products and services covered in Greeting Cards & Other Publishing industry in the United States include Greeting cards (single), Greeting cards (box sets) and Consumer publishing .
What companies are included in this industry?
Companies covered in the Greeting Cards & Other Publishing industry in the United States include American Greetings Corp and Hallmark Cards Inc.
Performance
What's included in the Performance chapter?
The Performance chapter covers detailed analysis, datasets, detailed current performance, sources of volatility and an outlook with forecasts for the Greeting Cards & Other Publishing industry in the United States.
Questions answered in this chapter include what's driving current industry performance, what influences industry volatility, how do successful businesses overcome volatility, what's driving the industry outlook. This analysis is supported with data and statistics on industry revenues, costs, profits, businesses and employees.
Products & Markets
What's included in the Products and Markets chapter?
The Products and Markets chapter covers detailed products and service segmentation and analysis of major markets for the for the Greeting Cards & Other Publishing industry in the United States.
Questions answered in this chapter include how are the industry's products and services performing, what are innovations in industry products and services, what products or services do successful businesses offer and what's influencing demand from the industry's markets. This includes data and statistics on industry revenues by product and service segmentation and major markets.
Geographic Breakdown
What's included in the Geographic Breakdown chapter?
The Geographic Breakdown chapter covers detailed analysis and datasets on regional performance of the Greeting Cards & Other Publishing industry in the United States.
Questions answered in this chapter include where are industry businesses located and how do businesses use location to their advantage. This includes data and statistics on industry revenues by location.
Competitive Forces
What's included in the Competitive Forces chapter?
The Competitive Forces chapter covers the concentration, barriers to entry and supplier and buyer profiles in the Greeting Cards & Other Publishing industry in the United States. This includes data and statistics on industry market share concentration, barriers to entry, substitute products and buyer & supplier power.
Questions answered in this chapter include what impacts the industry's market share concentration, how do successful businesses handle concentration, what challenges do potential industry entrants face, how can potential entrants overcome barriers to entry, what are substitutes for industry services, how do successful businesses compete with substitutes and what power do buyers and suppliers have over the industry and how do successful businesses manage buyer & supplier power.
Companies
What's included in the Companies chapter?
The Companies chapter covers Key Takeaways, Market Share and Companies in the Greeting Cards & Other Publishing industry in the United States. This includes data and analysis on companies operating in the industry that hold a market share greater than 5%.
Questions answered in this chapter include what companies have a meaningful market share and how each company is performing.
External Environment
What's included in the External Environment chapter?
The External Environment chapter covers Key Takeaways, External Drivers, Regulation & Policy and Assistance in the Greeting Cards & Other Publishing industry in the United States. This includes data and statistics on factors impacting industry revenue such as economic indicators, regulation, policy and assistance programs.
Questions answered in this chapter include what demographic and macroeconomic factors impact the industry, what regulations impact the industry, what assistance is available to this industry.
Financial Benchmarks
What's included in the Financial Benchmarks chapter?
The Financial Benchmarks chapter covers Key Takeaways, Cost Structure, Financial Ratios, Valuation Multiples and Key Ratios in the Greeting Cards & Other Publishing industry in the United States. This includes financial data and statistics on industry performance including key cost inputs, profitability, key financial ratios and enterprise value multiples.
Questions answered in this chapter include what trends impact industry costs and how financial ratios have changed overtime.
Industry Data
What's included in the Industry Data chapter?
The Industry Data chapter includes 10 years of historical data with 5 years of forecast data covering statistics like revenue, industry value add, establishments, enterprises, employment and wages in the Greeting Cards & Other Publishing industry in the United States.
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Frequently Asked Questions
What is the market size of the Greeting Cards & Other Publishing industry in the United States in 2026?
The market size of the Greeting Cards & Other Publishing industry in the United States is $5.6bn in 2026.
How many businesses are there in the Greeting Cards & Other Publishing industry in the United States in 2025?
There are 2,536 businesses in the Greeting Cards & Other Publishing industry in the United States, which has grown at a CAGR of 23.6 % between 2020 and 2025.
How may import tariffs affect the Greeting Cards & Other Publishing industry in the United States?
The Greeting Cards & Other Publishing industry in the United States is unlikely to be materially impacted by import tariffs with imports accounting for a low share of industry revenue.
How may export tariffs affect the Greeting Cards & Other Publishing industry in the United States?
The Greeting Cards & Other Publishing industry in the United States is unlikely to be materially impacted by export tariffs with exports accounting for a low share of industry revenue.
Has the Greeting Cards & Other Publishing industry in the United States grown or declined over the past 5 years?
The market size of the Greeting Cards & Other Publishing industry in the United States has been declining at a CAGR of 4.5 % between 2020 and 2025.
What is the forecast growth of the Greeting Cards & Other Publishing industry in the United States over the next 5 years?
Over the next five years, the Greeting Cards & Other Publishing industry in the United States is expected to decline.
What are the biggest companies in the Greeting Cards & Other Publishing industry in the United States?
The biggest companies operating in the Greeting Cards & Other Publishing industry in the United States are American Greetings Corp and Hallmark Cards Inc.
What does the Greeting Cards & Other Publishing industry in the United States include?
Greeting card publishing (single) and Greeting card publishing (boxset) are part of the Greeting Cards & Other Publishing industry in the United States.
Which companies have the highest market share in the Greeting Cards & Other Publishing industry in the United States?
The company holding the most market share in the Greeting Cards & Other Publishing industry in the United States is American Greetings Corp.
How competitive is the Greeting Cards & Other Publishing industry in the United States?
The level of competition is high and increasing in the Greeting Cards & Other Publishing industry in the United States.
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