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市場調查報告書
商品編碼
1971016

紙本禮品卡市場－全球產業規模、佔有率、趨勢、機會、預測：按卡片類型、最終用戶、地區和競爭對手分類，2021-2031年

Paper Card Gift Market - Global Industry Size, Share, Trends, Opportunity, and Forecast, Segmented By Card Type (Closed-loop Card, Open-loop Card), By End User (Retail Establishment, Corporate Institutions, Others), By Region & Competition, 2021-2031F
出版日期: | 出版商: TechSci Research | 英文 180 Pages | 商品交期: 2-3個工作天內

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簡介目錄

全球紙卡禮品市場預計將從 2025 年的 203.4 億美元成長到 2031 年的 498.4 億美元，複合年成長率達到 16.11%。

這個市場領域涵蓋實體賀卡和其他情感表達方式，這些賀卡採用可回收紙質材料製成，旨在用於在社交和慶祝場合傳遞個人訊息。推動這一市場成長的主要動力是消費者對「有形情感表達」的持續需求。實體賀卡具有持久性和情感意義，這是數位媒體無法複製的價值。手寫個人化的心理效應進一步強化了這種需求，它能夠加深人際關係，並在技術進步的浪潮中維持銷售水準。例如，英國賀卡協會報告稱，到2024年，英國賀卡市場規模將超過15億英鎊，凸顯了消費者對這種實體媒介的堅定支持。

市場概覽
預測期 2027-2031
市場規模：2025年 203.4億美元
市場規模：2031年 498.4億美元
複合年成長率：2026-2031年 16.11%
成長最快的細分市場 企業機構
最大的市場 北美洲

然而，阻礙整體市場成長的主要障礙是國際和國內郵政服務成本的不斷上漲。郵資上漲和投遞效率下降顯著增加了消費者的總擁有成本，從而抑制了實體賀卡的使用。這種經濟壓力正促使人們轉向人工遞送賀卡和成本較低的電子賀卡，尤其是在衝動消費和非節日場合。

市場促進因素

日益嚴格的一次性塑膠法規以及人們對環保材料的日益偏好，正在從根本上改變全球紙質禮品卡市場。在企業面臨越來越大的壓力，需要考慮環境、社會和管治(ESG) 因素的情況下，發行商和零售商正積極地從傳統的 PVC 材料轉向可生物分解的紙質材料，以減少垃圾掩埋的廢棄物和碳足跡。這種轉變在不可充值代金券領域尤其明顯，因為對於一次性產品而言，塑膠的耐用性並非必要。 Blackhawk Network 在 2024 年 4 月發表的報導《地球日是 4 月 22 日：向紙質禮品卡過渡》中舉例說明了這種行業範圍內的轉變。文章指出，到 2023 年底，該公司分發的禮品卡中超過 60% 已轉換為紙質禮品卡。這表明，向永續材料過渡並成為行業標準的進程取得了顯著進展。

此外，消費者對優質、觸感豐富的送禮體驗的需求仍然是推動市場韌性的主要動力，即使在面臨數位競爭的情況下，也支撐著實體店的銷售。高品質紙張的感官吸引力——其重量、質地以及手寫訊息的添加——能夠產生純粹電子替代品往往缺乏的情感共鳴。這種對實體情感的重視正在推動實體店的成長，因為消費者可以在實體店直接與產品互動。根據賀卡協會發布的「2024年大會暨年度股東大會」報告，2024年實體店賀卡零售額成長了3%，超過了線上銷售。進一步印證了這一品類的強勁勢頭，Card Factory公佈的2024會計年度營收為5.109億英鎊，同比成長10.3%，證實了紙質賀卡的觸感仍然吸引著消費者的大量投資。

市場挑戰

國內外郵政服務費用的上漲是全球紙質賀卡市場成長的主要障礙。郵政營業單位頻繁提高郵資以彌補營運虧損，導致實體賀卡消費者的總擁有成本大幅增加。這種價格上漲正在改變產品的價值提案，尤其是在低價和衝動型消費品類別中，因為賀卡和運費的總合往往超過了消費者願意為單件禮物支付的心理上限。因此，消費者越來越不願意為遠方的收件者購買賀卡，導致依賴郵政遞送的銷售機會下滑。

這種價格上漲壓力直接削弱了市場參與企業，加速了向電子替代品的轉變，並將購買限制在可以親自遞送的情況下。根據賀卡協會2024年的報告，美國普通郵件的永久郵票價格上漲至73美分，這一價格上漲是郵件量下降的決定性因素。持續的成本上漲正在抑制消費者寄送實體郵件的意願，並有效地擾亂了市場擴張所需的物流鏈。

市場趨勢

一種「混合式」履約模式正在市場上迅速崛起。這種模式允許消費者在線上設計個人化賀卡，然後由商業性列印出來郵寄給收件人，從而繞過了傳統的零售環節。這種方式融合了數位化的便利性和實體禮物的情感價值，吸引了那些時間緊迫但又珍惜紙質禮品持久性的消費者。 Moonpig集團於2025年6月發布的「截至2025年4月30日的年度公佈財報」充分證明了這種數位整合模式的商業成功。公告顯示，Moonpig品牌的營收年增8.6%，主要得益於客戶維繫和訂單頻率的提升。這一成長凸顯了消費者越來越偏好能夠無縫結合線上客製化和線下直郵的平台。

同時，產品線正將重點轉向日常生活中的重要里程碑和“微事件”，例如“自我護理”和“迎接寵物”，以滿足節假日之外的日常送禮需求。這種多元化有助於全年與客戶的互動，並減少對聖誕節和情人節等季節性高峰的依賴。美國商會在2025年3月發表的一篇題為《真情訊息與獨立製造商引領下一代賀卡》的報導中，強調了當前淡季購物的趨勢。文章指出，儘管美國每年售出15億張聖誕卡，但賀卡總銷量將達65億張。這些銷售數據表明，日常生活中的小事件和小事如今佔據了賀卡交易的絕大部分，而頻繁的情感交流在維持市場需求方面發揮著至關重要的作用。

目錄

第1章概述

第2章：調查方法

第3章執行摘要

第4章：客戶心聲

第5章：全球紙卡禮品市場展望

  • 市場規模及預測
    • 按金額
  • 市佔率及預測
    • 卡片類型（閉合迴路卡、開放回路卡）
    • 依最終用戶（零售商店、企業組織等）分類
    • 按地區
    • 按公司（2025 年）
  • 市場地圖

第6章：北美紙卡禮品市場展望

  • 市場規模及預測
  • 市佔率及預測
  • 北美洲：國別分析
    • 美國
    • 加拿大
    • 墨西哥

第7章：歐洲紙質賀卡禮品市場展望

  • 市場規模及預測
  • 市佔率及預測
  • 歐洲：國別分析
    • 德國
    • 法國
    • 英國
    • 義大利
    • 西班牙

第8章：亞太地區紙卡禮品市場展望

  • 市場規模及預測
  • 市佔率及預測
  • 亞太地區：國別分析
    • 中國
    • 印度
    • 日本
    • 韓國
    • 澳洲

第9章：中東和非洲紙質賀卡禮品市場展望

  • 市場規模及預測
  • 市佔率及預測
  • 中東與非洲：國別分析
    • 沙烏地阿拉伯
    • 阿拉伯聯合大公國
    • 南非

第10章：南美紙卡禮品市場展望

  • 市場規模及預測
  • 市佔率及預測
  • 南美洲：國別分析
    • 巴西
    • 哥倫比亞
    • 阿根廷

第11章 市場動態

  • 促進因素
  • 任務

第12章 市場趨勢與發展

  • 併購
  • 產品發布
  • 近期趨勢

第13章：全球紙質賀卡禮品市場：SWOT分析

第14章：波特五力分析

  • 產業競爭
  • 新進入者的潛力
  • 供應商的議價能力
  • 顧客權力
  • 替代品的威脅

第15章 競爭格局

  • Hallmark Cards Inc.
  • American Greetings Corporation
  • Card Factory plc
  • Moonpig Group plc
  • Blackhawk Network Holdings, Inc.
  • GiftCards.com LLC
  • NGC US LLC
  • InComm Payments
  • Blackhawk Network Holdings Inc.
  • The Kroger Co.

第16章 策略建議

第17章：關於研究公司及免責聲明

簡介目錄
Product Code: 26722

The Global Paper Card Gift Market is projected to expand from USD 20.34 Billion in 2025 to USD 49.84 Billion by 2031, achieving a CAGR of 16.11%. This market sector encompasses physical greeting cards and sentiment exchanges manufactured from recyclable paper substrates, intended to communicate personal messages for social or celebratory events. The primary factor fueling this growth is the persistent consumer desire for tangible emotional expression, as physical cards provide a sense of permanence and sentimental importance that digital options fail to replicate. This demand is bolstered by the psychological impact of handwritten personalization, which deepens interpersonal bonds and maintains sales levels despite technological progress; for instance, the 'Greeting Card Association' noted that the UK greeting card market exceeded £1.5 billion in '2024', highlighting the enduring consumer commitment to this physical medium.

Market Overview
Forecast Period2027-2031
Market Size 2025USD 20.34 Billion
Market Size 2031USD 49.84 Billion
CAGR 2026-203116.11%
Fastest Growing SegmentCorporate Institutions
Largest MarketNorth America

However, a major obstacle hindering broader market growth is the rising cost of international and domestic postal services. Increasing stamp prices and delivery inefficiencies notably raise the total cost of ownership for consumers, which discourages the mailing of physical cards. This financial pressure prompts a shift toward hand-delivering cards or selecting lower-cost electronic alternatives, especially for impulse purchases or non-seasonal occasions.

Market Driver

The enforcement of stricter single-use plastic regulations and the growing preference for eco-friendly materials are fundamentally transforming the Global Paper Card Gift Market. As corporate environmental, social, and governance (ESG) pressures mount, issuers and retailers are aggressively swapping traditional PVC substrates for biodegradable paper alternatives to lower landfill waste and carbon footprints. This shift is especially common in the non-reloadable voucher sector, where plastic durability is unnecessary for single-use items. Illustrating this industry-wide change, Blackhawk Network reported in their April 2024 article, 'Earth Day is April 22: The Transition to the Paper Gift Card', that over 60% of their distributed gift cards were converted to paper materials by the end of 2023, signaling a major pivot toward sustainable substrates as an operational standard.

Additionally, consumer demand for premium, tactile gifting experiences remains a key driver of market resilience, supporting sales in physical retail settings despite the presence of digital competitors. The sensory appeal of high-quality paper-defined by its weight, texture, and the inclusion of handwritten notes-creates an emotional resonance that purely electronic substitutes often lack. This value placed on physical sentiment drives growth in brick-and-mortar stores where buyers can interact with the products; the Greeting Card Association's '2024 Conference and AGM' report indicated that retail sales of cards in physical stores grew by 3% in 2024, outperforming online sales. Further demonstrating the financial strength of this category, Card Factory plc reported a 10.3% revenue increase to £510.9 million for the 2024 financial year, confirming that the tangible nature of paper cards continues to attract significant consumer investment.

Market Challenge

The rising expense of domestic and international postal services constitutes a major barrier to the growth of the Global Paper Card Gift Market. As postal authorities frequently increase tariffs to cover operational deficits, the consumer's total cost of ownership for a physical greeting card rises sharply. This price inflation changes the product's value proposition, particularly for low-cost or impulse categories, as the combined expense of the card and postage often exceeds the psychological price limit buyers are willing to pay for a single gesture. Consequently, consumers are increasingly discouraged from buying cards for distant recipients, resulting in a decline in sales volume for mail-dependent occasions.

This upward pricing pressure directly erodes market participation by accelerating the shift toward electronic alternatives or limiting purchases to scenarios where hand-delivery is possible. According to the 'Greeting Card Association' in '2024', the price of a First-Class Mail Forever stamp in the United States rose to 73 cents, a hike identified as a critical factor in reducing mail volumes. Such recurring cost increases interrupt the consumer habit of sending physical mail, effectively severing the logistical link necessary for the market's broader expansion.

Market Trends

The market is increasingly adopting "hybrid" fulfillment models wherein consumers design personalized cards online that are subsequently printed and physically mailed to the recipient, skipping the traditional retail experience. This approach merges digital convenience with the emotional impact of a tangible gift, attracting time-poor buyers who value the longevity of paper. The commercial success of this digitally integrated model is evidenced by Moonpig Group plc's 'Results Announcement for the year ended 30 April 2025', released in June 2025, which reported an 8.6% year-on-year revenue increase for the Moonpig brand, fueled by higher customer retention and order frequency. This growth confirms a widening consumer preference for platforms that seamlessly combine online customization with direct physical delivery.

Concurrently, product lines are pivoting toward "micro-events" and everyday milestones-such as "self-care" or "pet adoption"-expanding beyond major holidays to address frequent, low-stakes gifting opportunities. This diversification encourages year-round engagement, reducing manufacturers' reliance on seasonal peaks like Christmas or Valentine's Day. highlighting the dominance of non-seasonal purchasing, the U.S. Chamber of Commerce noted in a March 2025 article, 'Authentic Messaging and Independent Makers Drive Greeting Cards' Next-Gen Relevance', that while 1.5 billion cards are purchased for Christmas annually in the U.S., total sales reach 6.5 billion units. This volume demonstrates that the vast majority of exchanges are now driven by everyday or minor life events, underscoring the critical role of frequent sentiment exchange in sustaining market demand.

Key Market Players

  • Hallmark Cards Inc.
  • American Greetings Corporation
  • Card Factory plc
  • Moonpig Group plc
  • Blackhawk Network Holdings, Inc.
  • GiftCards.com LLC
  • NGC US LLC
  • InComm Payments
  • Blackhawk Network Holdings Inc.
  • The Kroger Co.

Report Scope

In this report, the Global Paper Card Gift Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

Paper Card Gift Market, By Card Type

  • Closed-loop Card
  • Open-loop Card

Paper Card Gift Market, By End User

  • Retail Establishment
  • Corporate Institutions
  • Others

Paper Card Gift Market, By Region

  • North America
    • United States
    • Canada
    • Mexico
  • Europe
    • France
    • United Kingdom
    • Italy
    • Germany
    • Spain
  • Asia Pacific
    • China
    • India
    • Japan
    • Australia
    • South Korea
  • South America
    • Brazil
    • Argentina
    • Colombia
  • Middle East & Africa
    • South Africa
    • Saudi Arabia
    • UAE

Competitive Landscape

Company Profiles: Detailed analysis of the major companies present in the Global Paper Card Gift Market.

Available Customizations:

Global Paper Card Gift Market report with the given market data, TechSci Research offers customizations according to a company's specific needs. The following customization options are available for the report:

Company Information

  • Detailed analysis and profiling of additional market players (up to five).

Table of Contents

1. Product Overview

  • 1.1. Market Definition
  • 1.2. Scope of the Market
    • 1.2.1. Markets Covered
    • 1.2.2. Years Considered for Study
    • 1.2.3. Key Market Segmentations

2. Research Methodology

  • 2.1. Objective of the Study
  • 2.2. Baseline Methodology
  • 2.3. Key Industry Partners
  • 2.4. Major Association and Secondary Sources
  • 2.5. Forecasting Methodology
  • 2.6. Data Triangulation & Validation
  • 2.7. Assumptions and Limitations

3. Executive Summary

  • 3.1. Overview of the Market
  • 3.2. Overview of Key Market Segmentations
  • 3.3. Overview of Key Market Players
  • 3.4. Overview of Key Regions/Countries
  • 3.5. Overview of Market Drivers, Challenges, Trends

4. Voice of Customer

5. Global Paper Card Gift Market Outlook

  • 5.1. Market Size & Forecast
    • 5.1.1. By Value
  • 5.2. Market Share & Forecast
    • 5.2.1. By Card Type (Closed-loop Card, Open-loop Card)
    • 5.2.2. By End User (Retail Establishment, Corporate Institutions, Others)
    • 5.2.3. By Region
    • 5.2.4. By Company (2025)
  • 5.3. Market Map

6. North America Paper Card Gift Market Outlook

  • 6.1. Market Size & Forecast
    • 6.1.1. By Value
  • 6.2. Market Share & Forecast
    • 6.2.1. By Card Type
    • 6.2.2. By End User
    • 6.2.3. By Country
  • 6.3. North America: Country Analysis
    • 6.3.1. United States Paper Card Gift Market Outlook
      • 6.3.1.1. Market Size & Forecast
        • 6.3.1.1.1. By Value
      • 6.3.1.2. Market Share & Forecast
        • 6.3.1.2.1. By Card Type
        • 6.3.1.2.2. By End User
    • 6.3.2. Canada Paper Card Gift Market Outlook
      • 6.3.2.1. Market Size & Forecast
        • 6.3.2.1.1. By Value
      • 6.3.2.2. Market Share & Forecast
        • 6.3.2.2.1. By Card Type
        • 6.3.2.2.2. By End User
    • 6.3.3. Mexico Paper Card Gift Market Outlook
      • 6.3.3.1. Market Size & Forecast
        • 6.3.3.1.1. By Value
      • 6.3.3.2. Market Share & Forecast
        • 6.3.3.2.1. By Card Type
        • 6.3.3.2.2. By End User

7. Europe Paper Card Gift Market Outlook

  • 7.1. Market Size & Forecast
    • 7.1.1. By Value
  • 7.2. Market Share & Forecast
    • 7.2.1. By Card Type
    • 7.2.2. By End User
    • 7.2.3. By Country
  • 7.3. Europe: Country Analysis
    • 7.3.1. Germany Paper Card Gift Market Outlook
      • 7.3.1.1. Market Size & Forecast
        • 7.3.1.1.1. By Value
      • 7.3.1.2. Market Share & Forecast
        • 7.3.1.2.1. By Card Type
        • 7.3.1.2.2. By End User
    • 7.3.2. France Paper Card Gift Market Outlook
      • 7.3.2.1. Market Size & Forecast
        • 7.3.2.1.1. By Value
      • 7.3.2.2. Market Share & Forecast
        • 7.3.2.2.1. By Card Type
        • 7.3.2.2.2. By End User
    • 7.3.3. United Kingdom Paper Card Gift Market Outlook
      • 7.3.3.1. Market Size & Forecast
        • 7.3.3.1.1. By Value
      • 7.3.3.2. Market Share & Forecast
        • 7.3.3.2.1. By Card Type
        • 7.3.3.2.2. By End User
    • 7.3.4. Italy Paper Card Gift Market Outlook
      • 7.3.4.1. Market Size & Forecast
        • 7.3.4.1.1. By Value
      • 7.3.4.2. Market Share & Forecast
        • 7.3.4.2.1. By Card Type
        • 7.3.4.2.2. By End User
    • 7.3.5. Spain Paper Card Gift Market Outlook
      • 7.3.5.1. Market Size & Forecast
        • 7.3.5.1.1. By Value
      • 7.3.5.2. Market Share & Forecast
        • 7.3.5.2.1. By Card Type
        • 7.3.5.2.2. By End User

8. Asia Pacific Paper Card Gift Market Outlook

  • 8.1. Market Size & Forecast
    • 8.1.1. By Value
  • 8.2. Market Share & Forecast
    • 8.2.1. By Card Type
    • 8.2.2. By End User
    • 8.2.3. By Country
  • 8.3. Asia Pacific: Country Analysis
    • 8.3.1. China Paper Card Gift Market Outlook
      • 8.3.1.1. Market Size & Forecast
        • 8.3.1.1.1. By Value
      • 8.3.1.2. Market Share & Forecast
        • 8.3.1.2.1. By Card Type
        • 8.3.1.2.2. By End User
    • 8.3.2. India Paper Card Gift Market Outlook
      • 8.3.2.1. Market Size & Forecast
        • 8.3.2.1.1. By Value
      • 8.3.2.2. Market Share & Forecast
        • 8.3.2.2.1. By Card Type
        • 8.3.2.2.2. By End User
    • 8.3.3. Japan Paper Card Gift Market Outlook
      • 8.3.3.1. Market Size & Forecast
        • 8.3.3.1.1. By Value
      • 8.3.3.2. Market Share & Forecast
        • 8.3.3.2.1. By Card Type
        • 8.3.3.2.2. By End User
    • 8.3.4. South Korea Paper Card Gift Market Outlook
      • 8.3.4.1. Market Size & Forecast
        • 8.3.4.1.1. By Value
      • 8.3.4.2. Market Share & Forecast
        • 8.3.4.2.1. By Card Type
        • 8.3.4.2.2. By End User
    • 8.3.5. Australia Paper Card Gift Market Outlook
      • 8.3.5.1. Market Size & Forecast
        • 8.3.5.1.1. By Value
      • 8.3.5.2. Market Share & Forecast
        • 8.3.5.2.1. By Card Type
        • 8.3.5.2.2. By End User

9. Middle East & Africa Paper Card Gift Market Outlook

  • 9.1. Market Size & Forecast
    • 9.1.1. By Value
  • 9.2. Market Share & Forecast
    • 9.2.1. By Card Type
    • 9.2.2. By End User
    • 9.2.3. By Country
  • 9.3. Middle East & Africa: Country Analysis
    • 9.3.1. Saudi Arabia Paper Card Gift Market Outlook
      • 9.3.1.1. Market Size & Forecast
        • 9.3.1.1.1. By Value
      • 9.3.1.2. Market Share & Forecast
        • 9.3.1.2.1. By Card Type
        • 9.3.1.2.2. By End User
    • 9.3.2. UAE Paper Card Gift Market Outlook
      • 9.3.2.1. Market Size & Forecast
        • 9.3.2.1.1. By Value
      • 9.3.2.2. Market Share & Forecast
        • 9.3.2.2.1. By Card Type
        • 9.3.2.2.2. By End User
    • 9.3.3. South Africa Paper Card Gift Market Outlook
      • 9.3.3.1. Market Size & Forecast
        • 9.3.3.1.1. By Value
      • 9.3.3.2. Market Share & Forecast
        • 9.3.3.2.1. By Card Type
        • 9.3.3.2.2. By End User

10. South America Paper Card Gift Market Outlook

  • 10.1. Market Size & Forecast
    • 10.1.1. By Value
  • 10.2. Market Share & Forecast
    • 10.2.1. By Card Type
    • 10.2.2. By End User
    • 10.2.3. By Country
  • 10.3. South America: Country Analysis
    • 10.3.1. Brazil Paper Card Gift Market Outlook
      • 10.3.1.1. Market Size & Forecast
        • 10.3.1.1.1. By Value
      • 10.3.1.2. Market Share & Forecast
        • 10.3.1.2.1. By Card Type
        • 10.3.1.2.2. By End User
    • 10.3.2. Colombia Paper Card Gift Market Outlook
      • 10.3.2.1. Market Size & Forecast
        • 10.3.2.1.1. By Value
      • 10.3.2.2. Market Share & Forecast
        • 10.3.2.2.1. By Card Type
        • 10.3.2.2.2. By End User
    • 10.3.3. Argentina Paper Card Gift Market Outlook
      • 10.3.3.1. Market Size & Forecast
        • 10.3.3.1.1. By Value
      • 10.3.3.2. Market Share & Forecast
        • 10.3.3.2.1. By Card Type
        • 10.3.3.2.2. By End User

11. Market Dynamics

  • 11.1. Drivers
  • 11.2. Challenges

12. Market Trends & Developments

  • 12.1. Merger & Acquisition (If Any)
  • 12.2. Product Launches (If Any)
  • 12.3. Recent Developments

13. Global Paper Card Gift Market: SWOT Analysis

14. Porter's Five Forces Analysis

  • 14.1. Competition in the Industry
  • 14.2. Potential of New Entrants
  • 14.3. Power of Suppliers
  • 14.4. Power of Customers
  • 14.5. Threat of Substitute Products

15. Competitive Landscape

  • 15.1. Hallmark Cards Inc.
    • 15.1.1. Business Overview
    • 15.1.2. Products & Services
    • 15.1.3. Recent Developments
    • 15.1.4. Key Personnel
    • 15.1.5. SWOT Analysis
  • 15.2. American Greetings Corporation
  • 15.3. Card Factory plc
  • 15.4. Moonpig Group plc
  • 15.5. Blackhawk Network Holdings, Inc.
  • 15.6. GiftCards.com LLC
  • 15.7. NGC US LLC
  • 15.8. InComm Payments
  • 15.9. Blackhawk Network Holdings Inc.
  • 15.10. The Kroger Co.

16. Strategic Recommendations

17. About Us & Disclaimer