Online Greeting Card Sales in the US - Industry Market Research Report

Online Greeting Card Sales in the US - Industry Market Research Report

  • March 2021 •
  • 44 pages •
  • Report ID: 5103550 •
  • Format: PDF
Take care: Industry revenue growth will likely be encouraged by increased consumer spending


Online Greeting Card Sales

The Online Greeting Card Sales industry is characterized by a low level of concentration. Hallmark Cards Inc. (Hallmark) and American Greetings Corporation LLC (AGC) are the two largest players; however, their market share has decreased during the five-year period due to intense competition from smaller brands.

Despite reputation, key brands struggle

· Hallmark is a privately held greeting card company that retails greeting cards online. The company also owns and operates the Hallmark Gold Crown retail chain and Crayola LLC. The Hallmark online site offers personalized greeting cards and e-cards, which send directly to the receipt via e-mail. The other notable player, AGC, is a vertically integrated greeting card company. The major domestic brands operating under AGC are American Greetings, Recycled Paper Greetings, Papyrus, Carlton Cards, Gibson, Tender Thoughts and Just For You.

Merger and acquisition activity helps expand products

· Over the five years to 2019, larger operators have sought to acquire smaller companies to retain market share, expand product offerings and attract a larger consumer pool. Most notable, in 2012, Hallmark announced an alliance with internet photo printer Shutterfly Inc. This partnership has enabled co-branded personalized products, including 1,000 Hallmark designer cards, to be exclusively sold through Shutterfly’s website.

Price, product variety and customer service drive competition
· Online greeting card operators compete primarily on the basis of price, especially since it is easy for customers to compare prices across different sites. Furthermore, the product variety is also a competitive factor since operators that can offer a wider range of greeting cards and customization options will attract a larger customer pool. Additionally, similar to other retail industries, customer service is also a point of competition and operators typically invest in helpful and knowledgeable customer service employees to differentiate themselves from other online greeting card retailers.

This industry sells greeting cards and e-cards online. The industry includes all online sales of physical and electronic greeting cards, but excludes brick-and-mortar sales of cards.

This report covers the scope, size, disposition and growth of the industry including the key sensitivities and success factors. Also included are five year industry forecasts, growth rates and an analysis of the industry key players and their market shares.

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