First Research US Industry Profile

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Greeting Card Publishers
SIC Codes: 2771
NAICS Codes: 511191
Last Quarterly Update: 3/18/2019
Companies in this industry primarily publish print greeting cards. Major companies include Hallmark, American Greetings, and CSS Industries (all based in the US), as well as Archies Limited (India), Carte Blanche Greetings (the UK), and Glory Moon Greeting Cards (Hong Kong).
The global greeting cards market has been disrupted by the proliferation of digital media, growing postal rates, and expanding do-it-yourself alternatives. Sales of greeting cards worldwide are forecast to decline to $21 billion by 2024, according to Global Industry Analysts. Still, print cards remain a popular way to celebrate holidays and commemorate special occasions, especially in developed nations.
The US greeting card publishers industry includes about 100 establishments (single-location companies and units of multi-location companies) with combined annual revenue of about $3.3 billion.
Companies that publish greeting cards exclusively online are covered in a separate industry profile for Internet Publishing, Broadcasting & Search Portals.
Competitive Landscape
Demand is driven by consumer disposable income. The profitability of individual companies depends on marketing expertise, efficient operations, and product innovation. Large companies may enjoy economies of scale in product development and distribution. Small companies can compete effectively by offering specialized or unique products. The US industry is highly concentrated: the top 50 companies account for nearly 100% of revenue.
Competitors include internet companies and photo services that publish digital greeting cards, photos, and videos, as well as social media outlets such as Facebook and Instagram that allow users to share free online greetings with friends and family. Additional competition may come from consumers who are increasingly using their own technology to create and send personalized greetings.
Products, Operations & Technology
Major products are seasonal cards for events such as Christmas, Valentine's Day, Mother's Day, and graduation, as well as every-day cards to commemorate ... plus:
Sales & Marketing
Finance & Regulation
Regional & International Issues
Human Resources
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Quarterly Industry Update
Industry Indicators
Business Challenges
Trends and Opportunities
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Financial Information
Industry Forecast
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