Edited by Cori Watkins, contributing editor, PostPress

The outlook for the print finishing and embellishment industry in 2025 looks to be promising. The year ahead appears to be shaped by market trends, economic conditions, workforce challenges and new innovations. As the demand for high-quality packaging, personalized products, unique finishing techniques and digital embellishment continues to rise, companies likely will experience growth, though not without some hurdles. While challenges stemming from labor shortages, supply chain obstacles and the high cost of producing sustainable products are unlikely to resolve in the near future, new technologies using AI and smart automation will benefit companies with faster turnaround times, more precise quality control and lower operational costs.

PostPress asked three industry professionals to weigh in with their thoughts on the upcoming year: Stefan D. Congram, global director, Design Centers & NPI, Cartamundi, a manufacturer of playing cards, trading cards and board games; Steven Roberts, president, Elite Print Finishing, a print finisher specializing in both conventional and digital embellishment technologies; and Warren Werbitt, print consultant, The Print Whisperer, a business management, executive coaching and network facilitation consultancy.

What major trends or changes are anticipated in the print finishing and embellishment industry for 2025?

Congram: We continue to see strong market demand for highly collectible cards within the space. The rarity of cards and exclusivity of alternative art and collaborations are growing. Serialization or numbering is very popular and will continue this way in 2025.

Roberts: Our industry has seen a good bit of consolidating by the larger corporate packaging and commercial printers. Yet, our population continues to grow. The larger corporate folks, I think, are taking their customers for granted – just assuming that they will continue to send the current business to a farther off location and be willing to pay the freight or not have the same customer service that they once had. It seems they want to cut costs and overhead. This has opened up more overflow for our traditional finishing companies and the smaller, more local packaging and commercial printers.

Werbitt: I don’t own a print business, but from what I see and hear when talking to print owners, a lot of the same challenges still are there. Many owners need to get a better grasp of their business basics before they even can think about major trends. That said, technology is going to keep moving forward – more automation with presses, finishing, software… you name it. AI is huge right now, but most people only see it as a tool for chat or simple writing. The real potential of AI is so much bigger, like helping automate workflows and giving better insights. The leaders in the industry will be the ones that grab these opportunities and run with them. Smaller shops, though, might find it harder due to limited resources.

As the print finishing industry prepares for 2025, what economic conditions will impact companies?

Congram:I wish I had a crystal ball to answer this! If there are changes to peoples’ disposable income, they will directly affect the industry – positive or negative. Trading cards were very resilient through COVID-19, as people stayed indoors and nostalgia grew. With new players and games coming into the market, there is an increase in the size of the pie, but more importantly, I believe there is a significant redistribution within that pie as consumers make choices to play new games or stick with what they know.

Roberts: Doing more, but the bottom line won’t be as fruitful. So, companies will be working harder for less.

Werbitt: The current economic climate, with inflation and rising costs, definitely will put pressure on the print industry. It’s tough because, in hard times, companies often cut back on spending for equipment and marketing. But, funny enough, doubling down on marketing during these times could be a game changer. Print businesses are going to need to be sharp – keeping costs in check, smart pricing and making sure clients see the value they are getting. This year, more than ever, owners have to ensure their operations are tight and client relationships stay strong.

For 2025, will there be significant changes in the demand for print finishing and embellishing services and products? If so, what might be driving these changes?

Congram: Yes, we see continued growth in the demand for embellishments related to authenticity and brand security. Custom pattern foils, security foils and tactile varnishes, as well as digital embellishment, now are taking off. We see and hear on a consistent basis that customers and competitors are looking for digital embellishment options to either serialize, secure or decorate cards for end users.

Roberts: It does seem that consumers are looking for more of an alternative product vs. the normal conglomerate products that have been around forever. This has spawned several new companies that are entering the market and seem to be looking for higher-end packaging to have their product stand out vs. the other.

Werbitt: I do think there’s going to be more demand for embellishments, especially from brands looking to make their products pop. Things like foil stamping, embossing and spot coatings will continue to be a go-to for standing out. But investing in these areas isn’t for the faint of heart – companies have got to know the market well. The real push for these services will come from what consumers love and what actually drives sales.

Are there print finishing and embellishment techniques that will gain a bigger market share in the next three to five years?

Congram:Yes. There are significant opportunities in both the digital printing space and digital embellishment space to not only offer variable data and decoration, but also to port these smaller-quantity, highly embellished cards from traditional techniques of offset printing and stamping into the digital space.

Roberts: Easy – digital embellishment will gain exposure, and folks will catch on that they are getting something
done that cannot be done by conventional finishing techniques.

Werbitt: I could make a guess, but honestly, it’s the consumers who will decide what’s hot. Techniques like digital foiling and inline embellishments that make shorter runs more flexible and affordable probably are going to grow. Anything that’s eco-friendly and aligns with sustainability also will get more attention as brands try to meet those green expectations.

How is the push for sustainability influencing companies, and what new practices or technologies are emerging in response?

Congram: Many brands (especially new brands) are very receptive to the elimination of single-use plastics and working to have greener products. Traditionally, in our business, shrink wrap, cello wrap and PET flow wraps are mainstays and still great ways of sealing and securing products. However, there is a willingness to pay a small premium to use paper options instead of plastics. We see brands making sustainability a part of their message to the consumers, and we have seen positive feedback from the market because these now are perceived as “new.”

Roberts: Some folks are pushing sustainable solutions but not all are willing to pay for it after they see the price difference.

Werbitt: From my chats with people in the industry, it’s obvious that while everyone says they care about sustainability, not everyone is ready to pay more for it. There’s a lot of talk, but the real action varies. The companies that truly make sustainability part of their DNA are the ones that stand out. Others might do just enough to say they’re involved for the marketing boost. We’re seeing biodegradable substrates, eco-friendly coatings and energy-saving processes become more common. But here’s the thing – sustainability has to be practical. If it leads to crazy costs or other problems, it’s not going to fly. Striking a balance between going green and keeping things running smoothly is going to be key. Overall, the print industry is at a crossroads where technology and sustainability are merging. The ones that adapt, invest wisely and align with consumer and environmental needs will come out ahead.