Category Analysis: Greeting Cards
Predictions that printed greeting cards are going the way of newspapers have been thwarted. The global greeting cards market was worth $20.3 billion in 2025 and is expected to grow from $20.6 billion in 2026 to $23.81 billion by 2034, according to Fortune Business Insights.
The category growth of greeting cards has been driven by occasions such as birthdays, anniversaries and holidays. Noteworthy companies such as Avanti Press, Budget Greeting Cards, Card Connection, Designer Greetings, Carlton Cards, Papyrus, John Sands, and Archies Limited are carefully attuned to design trends, pop culture and the occasions when consumers want to stay connected through writing.
For Designer Greetings, priorities remain on their retail partners and the customers they serve. CEO Steven Gimbelman elaborated, “As we’ve moved further into the year, we’ve doubled down on execution—ensuring shelves are fully stocked, assortments are optimized, and our merchandising teams are delivering consistently in-store. With more than 1,100 merchandisers nationwide, we’re able to stay close to the shelf and respond quickly to both retailer and shopper needs. At the same time, we continue to evolve our product to reflect what today’s consumers are looking for—more personalization, inclusivity, and meaningful ways to connect.”
Avanti Press also realizes the importance of engaging with retail partners and consumers. “Our priorities have not shifted,” said Chip Owen, Executive Vice President of Avanti Press. “We have embraced flexible and customizable solutions for a range of retail clients. The current economic setting reminds us to communicate actively with customers as we both seek to accelerate productivity. Our core supply strategy is USA-based, keeping Avanti in a nimble position with customer growth planning.”
Designer Greetings takes pride in its partnerships. Gimbelman reported, “We invest heavily in our service model—from frequent in-store visits to real-time tools that allow us to manage inventory, maintain planograms, and react quickly. This ensures our retailers can rely on us not just as a supplier, but as a true partner in driving sales and keeping the category productive. We also stay closely aligned with what their customers are telling them—whether that’s value, quality, or more meaningful product offerings.”
Avanti Press is focused on refreshing faster than its competitors. “We are innovating assortment planning on a real-time basis to match new card publication dates throughout the calendar year,” Owen noted. “Our new system delivers new cards to refresh the Avanti Press card departments soon after the ink dries. Most publishers adjust their assortments once or twice annually. We’ll outperform that refreshment norm by a large factor.”
To stay ahead of trends, Designer Greetings combines creative innovation with real-world execution. Gimbelman explained, “Our in-house creative team allows us to respond quickly to cultural shifts and evolving consumer preferences—from new formats like light-up, sound, and laser-cut cards to more inclusive and niche messaging that keeps our assortment fresh and relevant. We’ve also expanded our portfolio with the addition of Great Arrow, bringing a distinct design perspective and added variety for our retail partners.”
He continued, “At the same time, we’re expanding beyond traditional cards with offerings like planners paired with coordinating pens, calendars, and an expanded stationery assortment—while also seeing strong momentum with our Premier line, our elevated luxury offering featuring premium materials and finishes that create a more giftable, high-impact experience.”
To stay fresh, Avanti Press offers unique designs. “Avanti Press offers a differentiated selection of design looks that deliver a bright, contemporary appeal,” Owen said. “Our stable of performance-proven house brands and curated partner brands like Niquea.D deliver a flexible range of assortment solutions.”
From tactile finishes to interactive elements, Designer Greetings turns a card into an experience.
“Everything we do is centered around helping consumers create authentic, meaningful connections,” shared Gimbelman of Designer Greetings. “We focus on personalization, inclusivity, and storytelling, offering designs that speak to every relationship and life moment.”
Avanti Press knows how to get sales at the register. “Avanti Press delivers a unique card department in full-face displays to give the shopper a full view of each greeting card in the offering,” Owen with Avanti Press said. “We are passionate about providing high-impact designs in a visual setting that shows them off to the shopper.”
As greeting cards evolve, their enduring value remains the same: delivering meaningful, tangible connections in an increasingly digital world.
