Download our free 2021 Greeting Card Market Report now which ranks the top Greeting Card Retailers

Brands Featured

  • moonpig
  • photobox
  • paper chase
  • boots photo
  • thortful
  • asda photo
  • funky pigeon
  • jibjab
  • hallmark
  • some ecards
  • card factory
  • jacquie lawson
  • getting personal
  • papier
  • 123 greetings
  • blue mountain
  • snap fish
  • zazzle
  • scribbler
  • personalise
  • whistle fish
  • cross cards
  • your surprise
  • traid craft shop
  • planet cards
  • happy birthday to you
  • the dogs doodahs
  • greetings cards
  • clintons retail
  • uk greetings
  • green pebble
  • comedy card
  • dom and geri
  • cards for charity
  • cardology
  • cards for everyone
  • all the ways to say
  • white cotton cards
  • abacus cards
  • great british cards
  • northern cards
  • wonder cards
  • flamingo paperie
  • needs to be seen
  • budget greetingcards
  • archivist gallery
  • jimpix

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What to expect inside

  • 2021 Greetings Cards Market Report Front Cover
  • 2021 Greetings Cards Market Report Index
  • 2021 Greetings Cards Market Report Vis YoY
  • 2021 Greetings Cards Market Report Winners

Latest insights

  • has the greatest brand reach score.
  • has a high domain Authority, however their overall visibilty is poor in comparison.
  • Sites that have grown considerably in SEO visibility YOY are:, and
  • Sites that have lost visibility in the last year are: &

10 minutes Reading time

1-50 Brands ranked

Updated September 2021

What is the Greetings Cards Market Report?

We’ve got a gift for you with this week’s sector report. We’ve finally opened up the greeting card industry and read through all the brands within, analysing their online marketing efforts from 2020 to 2021.

What’s in the greeting card industry report?

We’ve unpacked this industry, stripping back everything, and delivering you metrics such as online visibility, keyword opportunities, and page speed analysis. All essential measurements for keeping you ahead of the SEO and online marketing curve this year and beyond.

If you’re looking to stamp your brand into the greeting card market and achieve some impressive results, this report could be invaluable. Download your free copy above using the form. You won’t regret it.

The winners and losers in the online greeting cards industry

When looking at the greeting card industry as a whole, it appears there has been a lot of positive movement over the last year. In total, the greeting card market has increased by 14%. Some brands have experienced large surges in visibility, whereas others have been less fortunate.

Take Getting Personal for example. They’ve seen an increase of 38% this year despite the uncertainty in the market. Nice one! However, some brands have achieved even better than this. Boots Photo managed to nab an increase of over 75%. Now that’s impressive.

Of course, there will be losers this year. These include the likes of Snap Fish who saw a loss of -12% this year. However, the biggest loss came from Planet Cards with a loss of -80%. Not great but still repairable!

If you’re interested in seeing where your brand landed this year, get your free copy of the report above using the form.

Which are the biggest online greeting card brands in 2021?

Here is a quick rundown of the top 10 sites:


Which online greeting card brands have seen the biggest growth in 2021?

  1. (38%)
  2. (14%)
  3. (20%)
  4. (36%)
  5. (75%)

Which online greeting card brands have seen the biggest losses in 2021?

  1. (-12%)
  2. (-20%)
  3. (-11%)
  4. (-23%)
  5. (-80%)

What high competition keywords are available for online greeting card brands?

Every industry has high competition keywords. These are the ones that (usually) hold the most search volume but also have the toughest competition. Nonetheless, achieving them is a noble task and with a solid campaign, it’s definitely achievable.

Because of their importance in search campaigns, we’ve detailed the best high competition keywords in the greeting card industry, so you know what to add to your strategy if you’re looking for big gains this year.

The most competitive keyword in the greeting card industry is ‘birthday cards’. This query has 165,000 monthly searches and a high competition rating. This industry’s keyword volume has increased significantly from the previous year, from last year’s high competition keyword having 5000 monthly searches.

Given the recent uncertainty and Covid-19, many people have stayed indoors over the past year, this is most likely the reason why search volume has risen significantly over the past year. With card shops being closed and lockdown, this may explain why people are looking online to buy birthday cards. However, a deeper look into the greeting card industry trends would be needed.

In terms of the competition for these terms, large brands dominate the top half of the first page. Moon Pig, Funky Pigeon, and Thortful all have places. Of course, this is no surprise as these brands have large authority and are probably achieving these ranks as a result of this.

As a smaller brand, don’t let this sway you from attempting a campaign that’ll get you to the top for this query. With the right content and technical recommendations, profitable terms can be achieved without a boost to the links.

For more high competition terms and insight into the playing field of this industry, get the free greeting card market analysis now.

What keyword opportunities are available for online greeting card brands?

As well as high competition keywords, there are also opportunities that smaller (or large) brands can use to get ahead in the SEO game.

Opportunity keywords are sneaky and often enable brands to navigate the SERPs and achieve good rankings without attacking the large, authoritative brands.

We reviewed some of these opportunity keywords and analysed the kind of content and tactics you’ll need to use to get them with ease. Here are a few things we noticed if you’re going to go after them.

An increase in personalised cards

One clear trend in the opportunity keyword section is the increase in personalised cards. Now, this is probably due to the recent and ongoing Covid-19 situation, as more and more people have been buying cards online and not going to shops in person. With online cards, you can easily add that personal touch to them making the card a bit more special. With personalised cards on the rise, it is something you can jump on in the coming year.

According to our emerging trends analysis (new to the reports), the keyword has varying increasings, the most being personalised wedding cards, which increased by a huge 563%. If you’re looking for maximum impact in the coming months, this could be a cool opportunity to get some quick wins, from personalised fathers day cards, thank you cards, and birthday cards on the rise.

Card multipacks

With the rise of people staying at home due to lockdown and Covid-19, more and more people are ordering things online, including the rise in buying by bulk. This includes buying packs of cards, it saves people going out or buying multiple. We’ve seen more card pack keywords pop up in the trends, such as ‘thank you cards multipack’ and packs of greeting cards.

This is a chance for brands to jump onto the bulk buying influence that lockdown has created. From there, they can start to create bulk cards for various occasions. As well, we’ve seen blank cards start to emerge as well, this is probably due to Covid-19 as well. People buying online but still want to handwrite and add their own message to the cards.

This could be an innovative way to keep your site fresh with new pages and new opportunities with the growing times. If you’re looking for more innovative ideas such as this, download the free report above.

How are online greeting card brands performing on social?

Social media is an essential element in any brand’s marketing strategy. We shouldn’t have to sell this to you too much, but you need to have some idea of what you should be doing to attract a passionate audience on social media.

To help struggling brands, we perform an analysis of the social media efforts of the brands within, along with a review of their brand mentions online to see how their efforts ripple into brand awareness.

Let’s take a quick look at the brand that is crushing it on social for the greeting card industry.

The brand which appears to be killing it is Asda Photo. They have close to 3 million followers across various platforms and appear to get great engagement, particularly on Facebook. They have a ton of followers on Facebook and get a decent number of likes and reactions gave the platforms terrible organic reach. However, when digging deeper, you can begin to see how they’re getting this.

They post a ton of relatable content as well as posting inspiration and activities to enjoy at home. This type of content engages the audience into their social media, bringing lots of traffic to their site.

Getting lots of engagement and traffic is always great. But to what end? Ideally, you want that traffic to actually mean something other than a vanity metric. The trouble with creating relatable content is that it might not be attracting the right people for the product. However, they use their supermarket social media to their advantage to get their audience involved in giveaways and things for charity.

Nonetheless, they’re still doing well on socials and it’s worth taking a look at them to see what they’re doing and whether you can take any tips.

Related – How to create a wildfire of social shares (and sometimes links)

Which online greeting card brands have the best online reputation?

With the introduction of Google’s E-A-T algorithm changes, brand reputation is now key. Demonstrating you’re a trustworthy brand will ensure you’re showing Google that they can feel comfortable ranking you and show to their audience.

Related – Expertise, Authority & Trust Cheat Sheet 2020

One way to do this is by showing off good reviews.

Because this aspect is growing in importance, we perform a review of all the greeting card brands to see who has the best online reputation in terms of online reviews. With this, you can see who’s satisfying their customers and how you can improve.

Here are the top 5 brands who are crushing it in terms of online reputation:


Which online greeting card brands have the fastest page speed?

A fast site is essential in 2021. Without a speedy site, Google will devalue your site and you could lose rankings as a result. It’s best to keep your site running fast and optimise it where possible.

Because this is so important, we performed a complete page speed analysis on the greeting card industry, so you can see the fastest brand and learn their best speed-boosting tricks.

Here’s what PageSpeed Insights identified as the top 5 fastest greeting cards brands:


Related – Why is Pagespeed important?

How much is this greeting card industry report?

This greeting card market analysis is entirely free. We put together this data and send it out to brands we’d love to work within the hope of forming positive relationships. Feel free to download the report using the form above.

I can’t seem to find my brand, where is it?

Brands we include have to meet a certain threshold. If yours wasn’t included, it may have not met this requirement. However, no need to worry! We can put together a personalised report including your brand. Get in touch asap and we can put it together.

If you want to know anything about the report or are curious about how we can create a bespoke SEO strategy for your brand, get in touch today.

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