A greeting card is a folded piece of quality paper stock, typically featuring an illustration or photograph on the front, used to express sentiments such as friendship, love, celebration, or sympathy. Greeting cards are commonly given for special occasions like birthdays, holidays, weddings, and anniversaries. They can also be sent to express gratitude, offer encouragement, or simply let someone know you’re thinking of them. The global greeting card market is estimated to be worth $19.61 billion in 2024.
Major manufacturers include Hallmark and American Greetings, with a growing market for personalized and digital options from companies like Shutterfly and Funky Pigeon. Traditional cards remain popular, accounting for a large portion of the market. Greeting cards come in various styles, from standard rectangular cards with pre-printed messages to pop-up cards and those with special embellishments like gold leaf, ribbons, or glitter. The advent of digital printing has allowed for more vibrant and intricate designs, with online platforms making it easier to order personalized cards. Many retailers offer assorted card packs for a range of occasions. Individual cards from major brands like Hallmark typically range from $2 to $5. A 40-count all-occasion set from American Greetings is currently priced at $19.99 at Walmart.