The GCA collects industry data to help our member companies grow in a changing environment. View Greeting Card Industry Facts and Figures here.

What Small Businesses are Doing with Greeting Cards and Why: A National Study

This study was conducted independently by business professor and researcher Stephen J. Lind, PhD (see more in About the Author). Primary data collection and analysis took place between April and May 2021. During the design of the study, Professor Lind consulted with professionals in the greeting card industry (via Hallmark Business Connections) to ensure that questions were framed in a way that accurately reflected options across the greeting card market. In support of the research, Hallmark Business Connections provided a coupon code to survey takers. Survey takers were informed that they would receive a coupon for taking the survey, but they were NOT told what business was providing the code so as to not impact the data collected. Final drafting of the survey tool, data collection, and data analysis was all conducted independently by Professor Lind with support from his university research assistants. A portion of the research was supported by funding from Washington and Lee University.

View the White Paper here.