To understand a greeting card’s price, start with its most important costs: Paper and people. In China, where greeting cards with "special treatments" are often produced, wages are rising quickly. In the United States, where Hallmark makes most cards, workers are already expensive.
Market Dynamics and Challenges
In October, Hallmark closed a plant and let 300 workers go. The company declined to comment. Birthday cards are most popular, with over 7 billion sold yearly. Hallmark ended its eCards service on 4/30/2021 to focus on new services.
Hallmark is trialing greeting cards with Lidl in Scotland. Cards cost more due to consolidation. Hallmark and American Greetings have 81% of the market. Their price exceeds the marginal cost of production. A $3.99 card is just paper with art and writing. Well-written children’s books often cost less.
Pondering the Price Tag
How much should a greeting card cost? Greeting cards vary widely in price, from 50 cents to $10. Most cards cost between $2-4. The average price is around $4-$5.
What factors determine a greeting card’s price? First, paper and printing quality impact costs. Second, wages for designers and other staff add expense.
Greeting Card Industry Insights
Christmas cards see the highest sales, followed by birthday cards. However, eCards and other digital options gain popularity.
People spend over $30 per year on average for greeting cards and postage. Many cards get discarded quickly after their occasion. Charities offer an alternative for senders to donate the money cards would have cost. This supports good causes while still marking special days.
The average greeting card costs $2 to $4. Americans purchase 6.5 billion greeting cards yearly. Christmas cards cost $32 on average. Christmas is the most popular holiday for cards. Greeting card sales have declined recently.
Product Quality Considerations
Walmart cards have good print quality. However, colors shifted yellow on the Walmart card. Yet, the Walmart card paper was pleasant.
The Creative Aspect
Freelance greeting card writers need writing skills, creativity, and ability to meet deadlines. A creative writing degree helps but is not required.