According to the Greeting Card Association of America, the industry brings in well over $7.5 billion each year with Christmas holiday cards topping the list followed by Valentine’s Day, Mother’s Day, and Father’s Day. The average number of cards bought each year total over seven billion greeting cards. More than 90 percent of all U.S. households buy greeting cards, averaging about thirty cards a year sent and about 20 cards per year received by each American. One third of these cards are birthday greeting cards.
In looking at demographics, women account for more than 80% of all greeting card purchases, including personalized holiday cards and photo holiday cards. A 2009 IBIS World Report on the state of the greeting cards industry reported that paper continues to dominate as the primary choice for holiday greeting cards and everyday greeting cards.
An article from yesterday’s Chicago Tribune (which claims a “tumble” of less than half of one percent for greeting card sales) quotes a marketing company as saying that paper cards sales may increase as a “backlash” against the virtual world of friendship. Sending paper cards really allows people to connect.
Even though more people are using electronic greeting cards in certain situations, consumers take great comfort in sending paper greeting cards. However, one definitive trend change is the use of online paper greeting cards providers who make it easy to select and ship boxed holiday cards, thereby cutting down on trips to the greeting cards shops.