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E-Cards Are Back, Thanks to the Pandemic

  • June 20, 2021

American Greetings, one of the behemoths of the greeting card world, would not disclose exact sales figures. But Rob Matousek, the executive director for the company’s digital business, said it had seen record growth since the beginning of coronavirus restrictions, with demand around Easter last year reaching close to what the publisher would usually expect for a Christmas holiday.

“If they weren’t physically getting together with friends and loved ones, people wanted to do something that was personal,” said Kelly Ricker, chief creative officer at American Greetings, which owns the Blue Mountain e-card website. “It was a nice way to let them know you’re thinking about them.”

With many stores closed for long periods of 2020, the greeting card industry’s revenue from sales of paper products in the United States declined by 13 percent last year, according to IBISWorld, an industry research company.

It was a different story for e-cards and online orders of paper cards, IBISWorld said in a report.

Revenue increased 23.9 percent from 2019 to 2020, almost doubling the previous year’s revenue growth. Some companies operating in the $1.3 billion online card market even reported triple-digit growth, the research firm said.

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