By Jeff Peterson, editor-in-chief, PostPress

Greeting cards present an interesting case study of an industry that easily could have been destroyed by the rise of the internet and digital communication. Yet, printed and embellished greeting cards have remained resilient throughout the last several years, raising the question: why are consumers still drawn to tangible, printed cards?

Consumers Want Physical Greeting Cards

Recent greeting card statistics reveal that even in the digital age, the tradition of sending heartfelt paper messages is far from fading. In the US alone, more than 6.5 billion greeting cards are purchased each year. Consumers have realized that digital outreach simply is not personal and, in many cases, not appropriate for occasions and/or situations such as the loss of a loved one or the birth of a new child.

“Contrary to media reports of decline, the greeting card industry is flat, even slightly growing according to USPS data,” commented Greeting Card Association (GCA) Executive Director, Carlos Llanso. He added that this growth includes younger generations as well. “Millennial and Gen Z consumers actually are spending more money on greeting cards than older generations.”

“Although we have seen a decline in boxed holiday cards the last few years, personalized cards still are very popular – with businesses adding logos and signatures or families creating photo cards,” stated Sheryl Lehne, The Occasions Group. “It is important to add your own personal touch to cards. This can be done with foils, laser-cutting or diecuts.”

A study conducted by GCA ¹ revealed the majority of Americans find traditional methods of personal communication, such as greeting cards, foster a greater sense of personal connection than their point-and-click counterparts, like text messaging and email. Here are a few highlights from the study:

• 90% of all US households participate in the greeting card category, purchasing at least one greeting card per year. Those households, on average, purchase 30 individual cards per year.
• The average person receives more than 20 cards per year, about one-third of which are birthday cards.
• Nine out of 10 Americans look forward to receiving personal letters and greeting cards because cards allow them to keep in touch with friends and family and make them feel important.
• Personal greeting cards and letters are the primary types of mail people most look forward to receiving, opening first and reading thoroughly.
• The most popular everyday card is the birthday card, which accounts for 60% of all individual, everyday cards sold. The next most popular everyday cards are, in order: anniversary, get well, friendship and sympathy.
• The most popular recipients of everyday cards are friends, who receive about one out of every three everyday cards.
  

The Power of Embellishments

With the continued popularity of the physical greeting card, the use of special embellishments such as foils, embossing, specialty coatings and laser cutting continue to be very popular. Special processes beyond print grab attention and provide a perceived value to a greeting card.

“When customers send a greeting card, especially at the holidays, many want to make sure that their cards will stand out to the recipients,” said Lehne. “By choosing a card with one or multiple foils, laser cutting, diecutting, etc., the card has the little extra flair it needs to appear special.”

“Art and editorial can set a greeting card apart from others,” stated Llanso. “Publishers are leaning into sustainability as well as embellishments. Embellishments and finishing work are crucial for differentiation, as ‘ink on paper’ is not enough anymore.”

Llanso also stated that the average price of cards has gone up in the last five years – accounting for increased costs due to the addition of foils, embossing, diecutting, laser cutting, etc.

Younger Generations Love Paper

Although younger generations have grown up in the digital age, surprisingly, recent studies and surveys indicate that many still prefer a physical printed greeting card over a digital e-card.

According to a recent survey by Shutterfly ² more than 54% of Americans say they still mail their greeting cards vs. sending via digital or social platforms.

The new survey of 2,000 US adults – split evenly by generation – reveals that two out of three prefer to receive physical cards as opposed to digital ones, including 62% of Millennials and 59% of Gen Z respondents. Those who send cards ranked personalization as a top priority, preferring to include family, vacation or pet photos.

As younger generations (Millennials and Gen Z) are spending more money than older generations on greeting cards, Llanso explained that they are looking for “value,” which does not necessarily mean low cost. “They do not mind spending money on a product that is well made, authentic and, most importantly, helps them nurture their relationships,” he said. “These ‘values’ are increasingly more important for newer generations than past ones.”

Studies also show that cards were a way for Millennials and Gen Zers, experiencing screen/digital fatigue, to connect with people they were not able see in person during the pandemic. Additionally, younger generations are more likely send cards “just because” and not being constrained to holidays like Valentine’s Day or Mother’s Day.

Like previous generations without digital options, people today appreciate the effort and intentionality required to select, customize and send a paper card. It becomes a tangible representation of the relationship between the sender and the recipient, making the experience more meaningful and enduring. ³

“For the younger generation, it continues the tradition that their parents had of sending greeting cards,” concluded Lehne. “It is a more personal way to stay in touch than a broad social media post and show off your most recent life events.” 

References

1. Penn, Schoen & Berland Associates, Inc., “The Emotional State of the Union: A Survey Conducted for the Greeting Card Association.” Greeting Card Association, 2004.
2. New York Post, “Millennials, Gen Z Still Prefer Physical Greeting Cards Over Digital Ones.” Nov. 2023.
3. Two Sides North America, “Paper Greeting Cards are America’s Calling Card.” Feb. 2024.