The Future of the Industry

Like many traditional industries that have persisted into the digital age, the greeting card industry is likely to struggle with adaptation. Many publishers will continue to expand their online presence and invest in ecard design to survive. Personalization will likely be a point of focus — Hallmark, for example, offers services that allow customers to create and print cards in multiple languages. American Greetings, on the other hand, is making its push into the digital sphere via its justWink app and Apple Watch-enabled emojis.

Some smaller companies, like lovepop, are rebelling against this digitization as self-proclaimed “disruptors” of the greeting card industry. “Digital cards don’t feel personal and aren’t unexpected,” founder Wombi Rose told Inc.com. Rose and his co-founder, John Wise, aim to bring a personal, bespoke touch to the greeting card industrial complex.

Whether lovepop and its ilk are able to resuscitate the greeting card industry remains to be seen, but one thing is certain: consumers will continue to find ways to share their season’s greetings with loved ones, whether by email or plain old snail mail.


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