If your shelves are stocked with witty birthday cards or full-bleed photo prints, this Greeting Cards Industry Analysis will show where you stand online.

The Salience Index reveals a 17% rise in sector-wide organic visibility this year. Download the full data-packed PDF free below for:

• • Brand reach score leaders and owned-social standouts
  • Domain authority benchmarks (and who over-performs)
  • Biggest year-on-year visibility risers and fallers
  • Keyword battlegrounds: heavyweights vs quick wins

Download the Full Report

Latest insights

Here’s what stood out in the 2025 Greetings Cards data.

• notonthehighstreet.com has the best brand reach score.

• scribbler.com and bootsphoto.com have the highest domain authority.

• Sites with significant YoY growth include shop.pogofandango.co.uk, cottonbird.co.uk and deanmorriscards.co.uk.

• Sites with a YoY decline include lovelayladesigns.co.uk, greetingcarduniverse.com and dottyaboutpaper.co.uk.

Thanks to AI, we’re certain that nothing is certain. Marketing teams are leaning further into AI tools and software, which is already resulting in higher volatility. Yet some challenges remain from last year: reducing reliance on paid channels, renewed focus on brand performance, and tighter coordination between channels.

How will you keep tabs on the industry movements?
That’s where our report comes in.

Which greeting-card retailers dominate organic visibility?

Organic visibility snapshot (traffic score)

What the table shows: Moonpig remains the demand magnet, but the bigger story is momentum in the pack. Card Factory, Hallmark and Papier all post sharp growth, suggesting content breadth and stronger performance beyond the head terms.

Key insight: These brands are rising the fastest. Whatever they’re doing, search engines are rewarding it. If you’re flat while the market is up, you’re losing share.

Full top 100 visibility rankings are in the free 69-page PDF.

Printed.com – the unlikely superstar of greeting cards

Marketing is in flux. Our Salience dataset of 100+ greeting-card brands shows that AI-driven volatility in 2025 is forcing teams to pivot toward organic channels. Paid budgets are shrinking, so organic leaders have to get crafty.

Among the top performers, one mid-table brand is quietly blowing past its rivals. Printed.com ranks 15th for organic traffic, but its 68% YoY growth far surpasses the category average. It sells printed goods to businesses, yet it outperforms established household names in search.

Its success lies not in cheap tricks, but in a polished user experience, inventive content, and a sense of community.

Key takeaway: Make the buying journey feel simple (filters, previews, delivery clarity), then publish content that answers real intent (templates, etiquette, wording, occasions). That combination scales both SEO and AI discovery.

Keyword battleground: heavyweights vs quick wins

High-competition keywords

These are the heavyweight belts. For top-of-market brands holding these positions, continued search marketing activity is needed to safeguard them. For challengers, qualifying intent is more important than ever. Getting the user journey right on the first click is critical.

Top ten high-competition keywords by volume:

• “birthday cards” – 37,000 searches (competition score 24)
• “happy birthday card” – 4,900 (30)
• “custom birthday cards” – 2,700 (20)
• “next day birthday cards” – 2,200 (57)
• “birthday cards near me” – 1,400 (51)
• “first Christmas card” – 900 (19)
• “ecards birthday” – 700 (20)
• “email birthday cards” – 700 (39)
• “digital Christmas cards” – 700 (33)
• “send birthday card online” – 500 (49)

Opportunity keywords

These terms have lower competition but strong search volumes. They’re a perfect battleground for challenger brands to increase digital reach and for market leaders to capture missed demand.

Examples include “handmade birthday cards” (1,000 searches, competition 5) and “charity Christmas cards” (3,500, competition 3). Emerging trends show explosive growth for seasonal searches like “easter cards” (+1,342%) and “religious Easter cards” (+1,088%).

Action point: Build landing pages that satisfy niche intent fast (style, recipient, occasion, delivery promise), then support them with guides (wording, etiquette, ideas) that earn links and keep rankings stable.

Brand reach

Monthly brand searches indicate recall. Moonpig tops the chart at 1,220,000 searches, while Card Factory logs 450,000. Social metrics shake things up: JibJab earned an owned-social score of 3,954 despite modest search volume. Blend both, and you’ve achieved true brand awareness.

Brand demand + owned social reach

Trust signals & reviews

Trust centres around both on- and off-site signals. For ecommerce brands, poor trust signals can contribute to visibility loss. Reviews, testimonials, guarantees and credential badges all help users (and algorithms) feel confident.

Quick checklist: Add a trust bar site-wide, feature testimonials on PLPs, show product reviews on PDPs with reviewer context, and reinforce confidence at checkout with guarantees and credential badges.

Review profile (selected sites)

Visibility vs authority

Authority is about the stature and reputation of your website. By matching visibility scores to authority, we can see who is outperforming their link equity and who has headroom.

Page speed & UX: Because nobody likes waiting

A 1-second delay in load time can materially reduce conversion. The page-speed leaderboard below shows which brands are lightning-fast and which lag behind.

What’s next?

If you want to boost your site’s visibility, Get in Touch about our e-commerce SEO services.

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