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市场调查报告书
商品编码
1971016

纸本礼品卡市场－全球产业规模、份额、趋势、机会、预测：按卡片类型、最终用户、地区和竞争对手划分，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个工作天内

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简介目录

全球纸卡礼品市场预计将从 2025 年的 203.4 亿美元成长到 2031 年的 498.4 亿美元，复合年增长率达到 16.11%。

这个市场领域涵盖实体贺卡和其他情感表达方式，这些贺卡采用可回收纸质材料製成，旨在用于在社交和庆祝场合传递个人讯息。推动这一市场成长的主要动力是消费者对「有形情感表达」的持续需求。实体贺卡具有持久性和情感意义，这是数位媒体无法复製的价值。手写个人化的心理效应进一步强化了这种需求，它能够加深人际关係，并在技术进步的浪潮中维持销售水准。例如，英国贺卡协会报告称，到2024年，英国贺卡市场规模将超过15亿英镑，凸显了消费者对这种实体媒介的坚定支持。

市场概览
预测期 2027-2031
市场规模：2025年 203.4亿美元
市场规模：2031年 498.4亿美元
复合年增长率：2026-2031年 16.11%
成长最快的细分市场 企业机构
最大的市场 北美洲

然而，阻碍整体市场成长的主要障碍是国际和国内邮政服务成本的不断上涨。邮资上涨和投递效率下降显着增加了消费者的总拥有成本，从而抑制了实体贺卡的使用。这种经济压力正促使人们转向人工递送贺卡和成本较低的电子贺卡，尤其是在衝动消费和非节日场合。

市场驱动因素

日益严格的一次性塑胶法规以及人们对环保材料的日益偏好，正在从根本上改变全球纸质礼品卡市场。在企业面临越来越大的压力，需要考虑环境、社会和管治(ESG) 因素的情况下，发行商和零售商正积极地从传统的 PVC 材料转向可生物降解的纸质材料，以减少垃圾掩埋的废弃物和碳足迹。这种转变在不可充值代金券领域尤其明显，因为对于一次性产品而言，塑胶的耐用性并非必要。 Blackhawk Network 在 2024 年 4 月发表的报导《地球日是 4 月 22 日：向纸质礼品卡过渡》中举例说明了这种行业范围内的转变。文章指出，到 2023 年底，该公司分发的礼品卡中超过 60% 已转换为纸质礼品卡。这表明，向永续材料过渡并成为行业标准的进程取得了显着进展。

此外，消费者对优质、触感丰富的送礼体验的需求仍然是推动市场韧性的主要动力，即使在面临数位竞争的情况下，也支撑着实体店的销售。高品质纸张的感官吸引力——其重量、质地以及手写讯息的添加——能够产生纯粹电子替代品往往缺乏的情感共鸣。这种对实体情感的重视正在推动实体店的成长，因为消费者可以在实体店直接与产品互动。根据贺卡协会发布的「2024年大会暨年度股东大会」报告，2024年实体店贺卡零售额成长了3%，超过了线上销售。进一步印证了这一品类的强劲势头，Card Factory公布的2024财年营收为5.109亿英镑，同比增长10.3%，证实了纸质贺卡的触感仍然吸引着消费者的大量投资。

市场挑战

国内外邮政服务费用的上涨是全球纸质贺卡市场成长的主要障碍。邮政营业单位频繁提高邮资以弥补营运亏损，导致实体贺卡消费者的总拥有成本大幅增加。这种价格上涨正在改变产品的价值提案，尤其是在低价和衝动型消费品类别中，因为贺卡和运费的总合往往超过了消费者愿意为单件礼物支付的心理上限。因此，消费者越来越不愿意为远方的收件者购买贺卡，导致依赖邮政递送的销售机会下滑。

这种价格上涨压力直接削弱了市场参与企业，加速了向电子替代品的转变，并将购买限制在可以亲自递送的情况下。根据贺卡协会2024年的报告，美国普通邮件的永久邮票价格上涨至73美分，这一价格上涨是邮件量下降的决定性因素。持续的成本上涨正在抑制消费者寄送实体邮件的意愿，并有效地扰乱了市场扩张所需的物流链。

市场趋势

一种「混合式」履约模式正在市场上迅速崛起。这种模式允许消费者在线上设计个人化贺卡，然后由商业性列印出来邮寄给收件人，从而绕过了传统的零售环节。这种方式融合了数位化的便利性和实体礼物的情感价值，吸引了那些时间紧迫但又珍惜纸质礼品持久性的消费者。 Moonpig集团于2025年6月发布的「截至2025年4月30日的年度公布财报」充分证明了这种数位整合模式的商业成功。公告显示，Moonpig品牌的营收年增8.6%，主要得益于客户维繫和订单频率的提升。这一成长凸显了消费者越来越偏好能够无缝结合线上客製化和线下直邮的平台。

同时，产品线正将重点转向日常生活中的重要里程碑和“微事件”，例如“自我护理”和“迎接宠物”，以满足节假日之外的日常送礼需求。这种多元化有助于全年与客户的互动，并减少对圣诞节和情人节等季节性高峰的依赖。美国商会在2025年3月发表的一篇题为《真情讯息与独立製造商引领下一代贺卡》的报导中，强调了当前淡季购物的趋势。文章指出，儘管美国每年售出15亿张圣诞卡，但贺卡总销量将达65亿张。这些销售数据表明，日常生活中的小事件和小事如今占据了贺卡交易的绝大部分，而频繁的情感交流在维持市场需求方面发挥着至关重要的作用。

目录

第一章概述

第二章：调查方法

第三章执行摘要

第四章：客户心声

第五章：全球纸卡礼品市场展望

  • 市场规模及预测
    • 按金额
  • 市占率及预测
    • 卡片类型（闭合迴路卡、开放回路卡）
    • 依最终用户（零售商店、企业组织等）划分
    • 按地区
    • 按公司（2025 年）
  • 市场地图

第六章：北美纸卡礼品市场展望

  • 市场规模及预测
  • 市占率及预测
  • 北美洲：国别分析
    • 我们
    • 加拿大
    • 墨西哥

第七章：欧洲纸质贺卡礼品市场展望

  • 市场规模及预测
  • 市占率及预测
  • 欧洲：国别分析
    • 德国
    • 法国
    • 英国
    • 义大利
    • 西班牙

第八章：亚太地区纸卡礼品市场展望

  • 市场规模及预测
  • 市占率及预测
  • 亚太地区：国别分析
    • 中国
    • 印度
    • 日本
    • 韩国
    • 澳洲

第九章：中东和非洲纸质贺卡礼品市场展望

  • 市场规模及预测
  • 市占率及预测
  • 中东与非洲：国别分析
    • 沙乌地阿拉伯
    • 阿拉伯聯合大公国
    • 南非

第十章：南美纸卡礼品市场展望

  • 市场规模及预测
  • 市占率及预测
  • 南美洲：国别分析
    • 巴西
    • 哥伦比亚
    • 阿根廷

第十一章 市场动态

  • 促进因素
  • 任务

第十二章 市场趋势与发展

  • 併购
  • 产品发布
  • 近期趋势

第十三章：全球纸质贺卡礼品市场：SWOT分析

第十四章：波特五力分析

  • 产业竞争
  • 新进入者的潜力
  • 供应商的议价能力
  • 顾客权力
  • 替代品的威胁

第十五章 竞争格局

  • 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.

第十六章 策略建议

第十七章：关于研究公司及免责声明

简介目录
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