Greeting Card Publishers

Greeting Card Publishers

Brief Excerpt from Industry Overview Chapter:

Companies in this industry primarily publish print greeting cards. Major companies include American Greetings and Hallmark (both based in the US), as well as Archies Limited (India), Carte Blanche Greetings and Design Group (both based in the UK), and Glory Moon Greeting Cards (Hong Kong).

COMPETITIVE LANDSCAPE

Demand is driven by consumer disposable income. The profitability of individual companies depends on marketing expertise, efficient operations, and product innovation. Large companies may enjoy economies of scale in product development and distribution. Small companies can compete effectively by offering specialized or unique products. The US industry is highly concentrated: the top 50 companies account for nearly 100% of revenue.

PRODUCTS, OPERATIONS & TECHNOLOGY

Major products are seasonal cards for seasonal events and every-day cards to commemorate occasions and sentiments. Single greeting cards account for about 70% of the US industry revenue, while multiple greeting cards account for the rest. Seasonal events include Christmas, Valentine's Day, Mother's Day, and graduation. Occasions and sentiments include birthdays, sympathy, weddings, new baby, thank you, and congratulations. Companies that publish greeting cards may also sell related products such as calendars, gift wrap, stationery, notecards, photo albums, and decorations.