Postcard Market Size, Share, Growth, and Industry Analysis, By Type (Thin Cardboard, JPTP, Special Shape Postcard), By Application (Tourist Attraction, Online Shop, Retail Store, Company Marketing) and Regional Forecast to 2034

POSTCARDS MARKET OVERVIEW

The global Postcard Market size was valued at 522.16 Billion USD in 2025 and is expected to reach 2592.91 Billion USD in 2034, reflecting a compound annual growth rate (CAGR) of 19.49% during the forecast period.

Postcards is wanted as a fast-growing global industry that involves the creation, manufacturing, selling, and marketing off the rectangular cards which are made up of thick paper or cardboard that are used to send messages to other people without envelops. These postcards have art work or designs on one side of the paper and empty space with lines or plain space for writing a message on the other side. It also includes written message, recipient address, and postage stamp on the other.  Postcards have various themes such as weddings, birthdays, Christmas, Diwali and other festivals. They are given as the greeting cards or letters to the other people. Regional markets show regional peculiarities due to differences in traditions and attitudes; however, the most significant consumers and producers are in the Asia-Pacific region, North America, and Europe. Some of the driving factors of Postcards market are Resurgence of Tangible communication and Rise in E-commerce and omnlichannel Retailing and restraining factors include supply chain disruptions and changes in consumer preferences.

GLOBAL CRISES IMPACTING POSTCARDS MARKET- US TARIFF IMPACT

Primary Impact on the Postcards Market with Focus on its Relation to US Tariffs

The action has affected the Postcards market in many ways as the United States heavily relies on imported products most of which come from China, Canada and Mexico. Trade barriers such as tariffs on Consumer goods have led to the increase of prices of 25%-30% affecting the products such as printed postcards and related materials. It has caused problems for revenue and profits and supply chain management, with many companies having to review their sourcing options and relocate production to other countries, which are not so affected by these tariffs. Tariffs have shrunk the profit margins of many Postcards brands. Another cost is that tariffs have created more instability in the markets hence the reduction of long term investment and innovations. On the consumer level, high retail prices can lead to low demand or people opt to use the cheaper or used products.

LATEST TREND

Consumer & Design Trends as One of the Leading Factors of Change

Another emerging and significant development that is currently affecting Postcards market is the growth and advancement in the production and marketing of artistic and collectible postcards.  People are preferring customised and creative postcards with the relatable themes and designs that can match the vibe. Postcards offer emotional, nostalgic appeal especially among younger adults.  Also there is rise for personalised postcards with the designs and creativity according to the needs of the people. There is also the influence of social media networks and digital influencers, which help strengthen people’s preferences as well as brands’ awareness, thus helping emerging brands or brands on an international level to have equal opportunities.

POSTCARDS MARKET SEGMENTATION

BASED ON TYPES

• Thin Cardboard: In this type, there are standard postcards made of lightweight, smooth-finish cardboard. They are used for mass production, such as souvenir postcards, promotional cards, and direct-mail advertising. They are less durable; can be bent or worn easily during shipping.
• JPTP: It is a premium-grade Japanese postcard paper known for its smooth texture, stiffness, and elegance. They are favoured in artistic, collectible, or high-quality greeting postcards. It has higher cost than thin cardboard; often used for limited editions or niche markets. It has excellent printability, feels luxurious and thick.
• Special Shape Postcard: These are the postcards that are die-cut or printed in non-rectangular shapes. e.g., circles, hearts, landmarks, animals, 3D pop-outs. They are desined in different patterns or shapes with various themes. They are highly used for Marketing, novelty souvenirs, gift shops, and collector editions.

BASED ON APPLICATIONS

• Tourist Attraction: Under this application, Postcards are sold at landmarks, museums, parks, and cultural sites to tourists. They are thin cardboard or special shapes for the tourists. It can be of Eiffel Tower, Taj Mahal cut-outs. They involve Mementos of the visit. They depict famous locations, local culture, or traditional art.
• Online shop: This include e-commerce packages as thank-you notes, discount coupons, or branding tools. Mostly JPTP (for premium image) or custom thin cardboard postcards are used in this application. It is growing with the rise of small businesses, Etsy shops, and D2C brands.
• Retail store: It involves the in-store promotions, seasonal greetings, or sold as stationery. They are used for Loyalty programs or event invitations, Seasonal campaigns or window displays, upsell as gifts or bundled stationery. They have stable demand especially in bookstores, gift shops, and stationery stores.
• Company Marketing: This involves postcards that are used as direct marketing tool to promote products, events, or services. This is thin cardboard or VDP-enabled JPTP for personalized campaigns. They are used for Lead generation and customer re-engagement.

MARKET DYNAMICS

Market dynamics include driving and restraining factors, opportunities and challenges stating the market conditions.

DRIVING FACTORS

Rise of E-commerce and Omnichannel Retailing Drives Growth

E-commerce has indeed influenced the Postcard Market Growth greatly by making it more accessible and convenient to the consumers who are offered a broad choice of products. Through online options like the ‘purchase-now-pay-later’ model or through mobile selling, customers can buy products of various brands without having to leave the comfort of their homes, employing little to no waiting time for decision making. Also, processes that bring physical and digital stores together, coined as omnichannel Convenience, improved customer satisfaction and loyalty. Currently, the brands have introduced features such as click-and-collect and artificial intelligence-assisted recommendations to guide the clients. While Instagram and TikTok have become significant ways for impulse buying and influenced sales through the internet. The accessibility has enabled classic brands and young talents to expand the reach of their products to more homes with lower costs of operation and shorter time to market those products.

Resurgence of Tangible Communication Drives Growth

As the Postcards market holds the message in written forms with creative designs. They offer Resurgence of Tangible Communication. In the world of digitalization, Postcards are gaining attraction from people especially, Gen Z and millennials. They tend to value hand-written notes and physical messages rather than online texts. This can retain a larger share of revenue to the brands and increase their profit margins. They have to spend on the overall management and large initial investments but they can have the maximum share of revenue as compared to other brands involving intermediaries. This leads to tremendous market growth of Postcards.

RESTRAINING FACTOR

Changing Consumer Preferences Hinders Growth

One important factor recognized in the Postcards market is the diversity & flexibility that is often necessary when targeting the market. Preference changes are also dynamic and depending on factors such as social needs, celebrities, and cultural activities that need brands to act very fast. These changes potentially lead to unsold merchandise, reduced price realization and ultimately lower profits should the company fail to be responsive to these changes. This is compounded by the current increase in Postcards products, the need to successfully bring products to market faster, yet not at the expense of quality or ethical standards. Last but not the least, with changing trends of personalization and diversity, brands have to be versatile in terms of quality, sustainability. However, for many companies, particularly traditional companies or small firms, to change and compete at this pace and at the same time have to control their costs and maintain bit and brand recognition, this remains a challenge they continuously experience.

OPPORTUNITY

Sustainability and Ethical Branding Creates Opportunities

There is an increased consumer consciousness towards sustainability which grows business opportunity in the Postcard Market Share. People today are paying more attention to the origin of products, environmentally friendly items and fair treatment of workers in the production of products. This trend enables brands to experiment with organic raw materials, recycled products, and a circular economy that cuts emissions in Postcards industries. Companies that have embraced green certifications are enjoying competitive advantage and consumer’s confidence. Also, governments and other authorities are interested in sustainable practices, providing special credit and environmental norms that promote such companies.

CHALLENGE

Supply Chain Disruptions Creates Challenge

For the Postcards market, there is one more significant limitation, namely the instability of supply chains around the world. It is focused and highly reliant on outsourcing from different countries such as China, Mexico and Canada. This is so because various factors like geopolitical tensions, pandemics, or shipping complications and raw material scarcity can affect production timelines and inventory status. For example, the cost of transportation has gone up, and there are shortages of people in some areas, applying pressure on margins that has eaten into profitability and can be particularly crippling to brands- especially the small brands- who are trying to remain nimble in a volatile global trading market.

POSTCARDS MARKET REGIONAL INSIGHTS

• NORTH AMERICA

North America accounts for 26% of the total market share in Postcards market. The United States Postcard Market especially has most of the big brands with stores and online marketplaces that determine trends all over the world. It remains a region most advanced in the adoption of tourism and marketing mail, personalization and omnichannel retailing. This region has strong brands of high-end personalization and promotional postcards. Also, regional aspirations demanding influences coming from North America through media and entertainment sectors are considerable in Postcards consumer demands everywhere and play a major role in shaping Postcards market consumption trends across the globe.

• EUROPE

Europe occupies a particular niche in the global Postcards market including UK, Germany, France and Neatherlands which are the yacht manufacturing nations. Europe accounts for 35% market share in Postcards Market. Europe’s high population density, especially in the urban areas, and a highly developed retail environment that embraces both traditional shop front and online sales, to continue to expand Postcards market. It also exemplifies sustainable production since the region boasts of good legislation and individuals who are conscious about the environment affecting the change. The region is rich cultural heritage and tourism. It is for this reason that consumers in the European markets are more inclined towards qualitatively superior products a diverse market.

• ASIA

Asia has the largest market share of 28% in the total Postcards market. The region is proving to be a significant force in the said market since Asia has a large population, is experiencing an increasing urbanization rate, and has a burgeoning middle class. China, India, Japan and South Korea are not only largest manufacturers but also they are big and growing Postcards markets. Asia is also in the bloom in terms of heritage sites, and digital-meets-physical mail exchange communities. The authority of the region is in control of global supply chain since the region is well endowed in postcard exchange and engagement across the region.

KEY INDUSTRY PLAYERS

Leading Companies in the Market Support Innovation, Sustainability

With major corporate players ranging from international brands to local brands, the Postcards market is extremely fragmented and competitive. The largest players in the market are Hallmark Cards (U.S.), American Greetings (U.S.), Vistaprint (U.S./Netherlands), Zazzle (U.S.), MOO Print (UK) known for retail and direct-mail postcards specializing in customizable and artist-driven postcard designs. TouchNote (UK), QuantumDigital (U.S.), R.R. Donnelley (U.S.), PsPrint (U.S.), 123Print (U.S.), PrintingForLess (U.S.) known for premium-quality, creative postcards and mobile-based postcard printing and delivery services. Simon Elvin (UK), Carlton Cards (Canada), Avery (U.S.), Archies Limited (India) are some of the major players in the market. These players will support innovation, sustainability, and digital transformation across the industry. Strategies such as globalization, diversification, advertising, and social and market-powered optimisation is moulding the consumer space across the many segments and geographies of the Postcards industry.

LIST OF TOP POSTCARDS COMPANIES

• Hallmark Cards Inc. (U.S.)
• American Greetings Corporation (U.S.)
• Papyrus-Recycled Greetings Inc. (U.S.)
• NobleWorks Cards (U.S.)
• Compendium Inc. (U.S.)
• Up With Paper (U.S.)
• Graphique de France (France)
• Avanti Press Inc. (U.S.)
• Oatmeal Studios (U.S.)
• PostcardMania (U.S.)

KEY INDUSTRY DEVELOPMENT

March 2025: American Greetings expands its digital gifting offerings, launching new e‑card formats and introducing an innovative digital advent calendar with Peanuts characters.

REPORT COVERAGE

This report is based on historical analysis and forecast calculation that aims to help readers get a comprehensive understanding of the global Postcards Market from multiple angles, which also provides sufficient support to readers’ strategy and decision-making. Also, this study comprises a comprehensive analysis of SWOT and provides insights for future developments within the market. It examines varied factors that contribute to the growth of the market by discovering the dynamic categories and potential areas of innovation whose applications may influence its trajectory in the upcoming years. This analysis encompasses both recent trends and historical turning points into consideration, providing a holistic understanding of the market’s competitors and identifying capable areas for growth.

This research report examines the segmentation of the market by using both quantitative and qualitative methods to provide a thorough analysis that also evaluates the influence of strategic and financial perspectives on the market. Additionally, the report's regional assessments consider the dominant supply and demand forces that impact market growth. The competitive landscape is detailed meticulously, including shares of significant market competitors. The report incorporates unconventional research techniques, methodologies and key strategies tailored for the anticipated frame of time. Overall, it offers valuable and comprehensive insights into the market
dynamics professionally and understandably.