Postcard Market Size, Share | Growth Research

POSTCARD MARKET OVERVIEW

The global Postcard Market size was valued at approximately USD 1.93 billion in 2024 and is projected to reach USD 2.96 billion by 2033, growing at a compound annual growth rate (CAGR) of 4.88% from 2024 to 2033.

In the U.S., the postcard market is growing steadily, with digital-to-print services driving demand. Approximately 42% of consumers prefer personalized postcards for marketing, while 35% of businesses report increased engagement from postcard campaigns. The market sees annual growth of about 4.8%

A Postcard is a rectangular piece of thick paper or thin cardboard that is typically used for mailing without an envelope. It is often printed with images, designs, or photographs on one side and a space for a message, address, and postage on the other. Traditionally, postcards have been used as a means of sending greetings, travel messages, or promotional content. The global postcard market includes physical postcards, digital postcards, and customized or personalized postcards, which are widely used for personal and business communication, tourism, and marketing purposes. With the rise of e-commerce and digital personalization, the demand for postcards continues to evolve, incorporating technological advancements and new consumer trends.

Key Findings

Market Size and Growth: Global Postcard Market size was valued at USD 1.93 billion in 2024, expected to reach USD 2.96 billion by 2033, with a CAGR of 4.88% from 2024 to 2033.
Key Market Driver: Over 68% of consumers favor tangible keepsakes; 74% of travel postcard sales are driven by tourism-related emotional appeal.
Major Market Restraint: Around 61% of users prefer instant digital communication; 52% of postal networks reported delays affecting postcard deliveries.
Emerging Trends: About 59% growth seen in illustrated postcard demand; nearly 66% of Gen Z show interest in collectible card formats.
Regional Leadership: Europe holds 42% share of global sales; Asia-Pacific shows 36% rise in postcard adoption fueled by cultural tourism.
Competitive Landscape: Leading players control 49% of market share; 37% rise seen in local brand participation through e-commerce platforms.
Market Segmentation: Artistic postcards account for 64% of sales; seasonal and greeting segments experienced 58% year-on-year growth.
Recent Development: Over 46% of brands introduced recycled paper products; 41% invested in augmented reality and personalization technologies

COVID-19 IMPACT

“Increased Focus on Local Tourism and Regional Postcards”

TAs global travel took a hit, there was a surge in domestic tourism with individuals looking to discover their own backyards due to limitations on travel. This change resulted in heightened demand for postcards featuring local attractions and regional monuments. Certain vendors and designers of postcards seized this opportunity by concentrating on the distinct cultural and natural legacy of nearby locales, presenting one-of-a-kind designs that resonated with those opting for staycations. Nonetheless, this local market remained significantly smaller in comparison to the demand spurred by international tourists.

“Supply Chain Disruptions”

The global health crisis led to extensive disruptions in worldwide logistics networks, impacting the manufacturing and circulation of postcards. Printing facilities encountered difficulties in sourcing essentials like paper and ink, and faced postponements owing to plant shutdowns, labor deficits, and transportation limitations. Consequently, numerous postcard retailers grappled with stock depletion or lagging resupply, which further impeded commerce during the peak of the health crisis. Even as limitations were lifted, the rebound of the supply chain proceeded at a sluggish pace.

LATEST TREND

”Eco-Friendly Postcards”

The concept of sustainability is gaining prominence in the postcard industry. With heightened awareness of ecological issues, an increasing number of buyers and enterprises are opting for postcards crafted from recycled content or sustainable paper sources. Businesses are embracing green printing methods, utilizing inks derived from plants and packaging that is environmentally considerate. This move towards green practices is a reaction to the escalating preference for environmentally responsible products, as customers are more and more intent on lessening their ecological footprint. Postcard that are eco-friendly are especially favored by patrons who are conscious of their environmental impact and prefer to back companies that champion sustainable operations.

POSTCARD MARKET SEGMENTATION

By Type

Based on Type, the global market can be categorized into Standard Postcards, Photo Postcards, Customized/Personalized Postcards, Others.

Standard Postcards: This category encompasses the prevalent style of postcards, presenting basic visuals or patterns on one side and a specific area for the recipient's address and a message on the reverse. These conventional postcards are extensively utilized for both personal correspondence and commercial interaction, providing an economical choice for sending out holiday wishes or marketing materials. Their dominance in the market persists, attributed to their minimal expense and user-friendliness.
Photo Postcards: Photo postcards, which incorporate high-resolution images or photos, are gaining popularity. They are especially favored by travelers and enthusiasts who wish to dispatch or accumulate cards that depict regional scenes, notable sites, or personal recollections. The market for photo postcards is expanding as there is a rising appreciation for customized and visually captivating cards. The proliferation of smartphones and photography skills is also fueling the demand for such photo postcards.
Customized/Personalized Postcards: These postcards permit the personalization of texts, visuals, or layouts, rendering each one distinct to its sender. The demand for personalized postcards is on the rise, propelled by the growing preference for bespoke presents and salutations, notably during festive seasons or milestone occasions. Such postcards resonate with buyers who aim to infuse a more intimate sentiment into their messages.
Others: This category includes various specialized postcards such as souvenir postcards, folded postcards, and vintage postcards. While not as widely used as the above types, the "Others" category serves niche markets, such as collectors or specific event-based marketing campaigns. The variety within this category allows it to cater to unique demands, though it remains a smaller segment overall.

By Application

Based on application, the global market can be categorized into Tourism, Personal Communication, Marketing & Advertising, Events & Celebrations, Others.

Tourism: Postcards are widely used in the tourism industry as souvenirs. They serve as a way for tourists to send messages to loved ones and as mementos of their travels. The tourism application remains one of the largest segments of the market, though it experienced a decline during the COVID-19 pandemic due to travel restrictions.
Personal Communication: Postcards are used for personal communication, including sending greetings, invitations, or messages for holidays and special occasions. This category includes both traditional postcards and personalized/customized options. The market for personal communication postcards is expanding, driven by a desire for physical forms of communication in a digital age.
Marketing & Advertising: Businesses often use postcards as part of their direct mail marketing campaigns, sending promotional materials, offers, or announcements to potential customers. The marketing application is expected to grow as companies leverage postcards to maintain brand visibility and engagement with their target audience, particularly in industries like retail and real estate.
Events & Celebrations: Postcards are also used in events and celebrations, such as weddings, parties, or conferences. Customized postcards are often created for these events to share important information or as keepsakes for attendees. The demand for event-specific postcards is strong, driven by their personalized and creative appeal.
Others: This category includes all other applications not covered by the above, such as postcards for fundraising, social causes, or artistic purposes. While it represents a smaller share of the market, the "Others" category includes unique and specialized uses of postcards, catering to specific needs within niche sectors.

MARKET DYNAMICS

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

Driving Factors

”Nostalgic Value and Collectibility”

Postcard possess a sentimental appeal, particularly for the older demographic who reminisce about the days of mailing and amassing postcards. The desirability of collectible postcards, notably those that are antique or special editions, has seen a surge in popularity recently. Enthusiasts are drawn to postcards as a means to conserve historical moments, frequently concentrating on certain subjects, locales, or eras. This niche market has grown, witnessing postcards being bartered or purchased through virtual auction platforms, vintage shops, and collector gatherings. The emotional and cultural resonance has played a substantial role in maintaining a consistent interest in postcards across both commercial and collector spheres.

Restraining Factor

”Decline in Physical Mail Usage”

A substantial inhibitor for the postcard industry is the ongoing reduction in the utilization of tangible mail. With the proliferation of digital correspondence via electronic mail, immediate messaging, and social networking, the conventional practice of using postcards for interaction has waned. Individuals, particularly the younger age groups, are increasingly averse to dispatching tangible postcards because of the ease and swiftness of digital options. This migration towards digital correspondence has led to a decrease in the need for printed postcards, notably in sectors where the younger population holds sway.

Opportunity

”Expansion of E-Commerce and Digital Customization”

A pivotal chance within the realm of postcard sales is the surge in online shopping and digital personalization. Current web-based systems enable customers globally to craft and purchase tailored postcards remotely, substantially broadening the sector's potential customer base. This shift to digital enables an expanded array of postcard options, encompassing user-specific visuals, notes, and thematic designs, attracting a diverse clientele. The escalating preference for bespoke and environmentally-conscious items also paves the way for enterprises to address the market's need for unique postcards, suitable for both individual enjoyment and business identity promotion.

Challenge

”Competition from Digital and Virtual Alternatives”

A significant hurdle for the postcard industry is the fierce rivalry posed by digital and online substitutes. As e-cards, social networking updates, and quick messaging platforms gain popularity, customers are more frequently choosing swifter, more accessible methods to convey well-wishes or commemorate experiences. E-cards, notably, provide comparable services without the requirement for tangible creation or mailing expenses. To stay pertinent, conventional postcard producers need to revolutionize by presenting distinctive, superior, and tailored choices that set them apart from digital counterparts, which are escalating their challenge to the industry.

POSTCARD MARKET REGIONAL INSIGHTS

North America

In the North American region, the postcard industry continues to hold a robust position, predominantly within the realms of travel and personal messaging. Both the United States and Canada are significant purchasers of conventional and pictorial postcard, a trend propelled by their expansive tourism sectors. These cards persist as favored mementos for visitors to prominent sites such as national parks, coastal areas, and urban attractions. Moreover, there is an escalating interest in bespoke postcard , particularly within the retail and online commerce domains.

Europe

In Europe, the market for postcard is marked by significant interest in nations that are magnets for tourists, such as Italy, France, Spain, and the United Kingdom. These cards continue to be a favored keepsake for travelers to historical locations, exhibition centers, and cultural monuments. The surge in online personalization services has been well-received in Europe, enabling patrons to tailor postcard with personalized images and notes. Similar to other areas, producers of postcard are concentrating on eco-friendliness, presenting sustainable products and materials to appeal to consumers who are environmentally aware. In summary, Europe is projected to sustain a stable appetite for postcard due to its flourishing travel sector and an escalating inclination towards personalized items.

Asia

In Asia, the sector of postcard is expanding, yet it confronts diverse patterns from one nation to another. In territories with robust travel sectors, like Japan, China, and India, postcard remains a favored keepsake for visitors exploring historical sites, shrines, and contemporary points of interest. Nevertheless, electronic correspondence is progressively supplanting conventional picture mail, particularly in metropolitan regions where the youth demographic favors immediate messaging and digital greeting cards. Moreover, an increase in disposable earnings and a burgeoning fascination with travel are fueling the market's growth in burgeoning economies like Southeast Asia. Consequently, the Asian postcard sector is anticipated to experience steady development, with an emphasis on personalization and specialized offerings.

KEY INDUSTRY PLAYERS

”Competitive Landscape of the Postcard Market”

The postcard sector is fiercely contested, with both legacy and digital print firms battling for dominance. Top contenders like Hallmark and Shutterfly offer premium, customizable postcards for various uses, bolstered by strong brand loyalty. E-commerce-driven companies such as VistaPrint and Zazzle have gone global with their personalized services. Up-and-comers like PostcardMania and MOO Print are setting themselves apart with high-quality print offerings. Platforms focusing on unique designs, like Redbubble, are tapping into the market for artistic postcards. Smaller, regional players also hold their ground. As the market shifts towards personalization and eco-friendliness, competition is set to heat up, with innovation in these areas becoming crucial for differentiation.

List of Top Postcard Companies

Hallmark Cards Inc.
Shutterfly
VistaPrint
Zazzle
Snapfish
MOO Print Limited
PostcardMania
Redbubble
Avery
PsPrint
PrintingForLess
123Print
Carlton Cards
Simon Elvin
Postcard Fair

KEY INDUSTRY DEVELOPMENTS

October 2024: Hallmark Cards Inc. announced new developments in its holiday tradition products, including over 150 new Keepsake Ornaments that come to life with innovative technology, along with the debut of new series.

February 1, 2023: VistaPrint appointed Florian Baumgartner as the new CEO, succeeding Robert Keane, who will continue to serve as Chairman and CEO of Vista’s parent company, Cimpress.

2023: PostcardMania achieved over $100 million in revenue and saw growth in several areas, particularly in direct mail automation.

October 2024: Zazzle’s e-commerce revenue grew by 5%, showing strong growth momentum in its online marketplace.

August 10, 2021: Shutterfly completed its acquisition of Spoonflower, marking its most recent significant investment and acquisition, valued at approximately $225 million.

October 2024: Redbubble reported revenue of $13,087,506, demonstrating its strong performance as the largest online store in the art and entertainment category.

REPORT COVERAGE

The study encompasses a comprehensive SWOT analysis and provides insights into future developments within the market. It examines various factors that contribute to the growth of the market, exploring a wide range of market categories and potential applications that may impact its trajectory in the coming years. The analysis takes into account both current trends and historical turning points, providing a holistic understanding of the market's components and identifying potential areas for growth.

The sector of postcards has been undergoing consistent transformation, spurred by a surge in the need for tailored items, notably in the realms of travel, festive salutations, and corporate promotion. Online retail giants such as Vistaprint, Zazzle, and Snapfish have exploited this shift, providing patrons with a convenient and adaptable means to design and procure postcards digitally. The emergence of digital and eco-focused merchandise has likewise been pivotal, with numerous businesses adopting sustainable resources and green printing techniques to align with the public's quest for environmentally responsible goods. Moreover, improvements in print technology, including top-tier image postcards and AR capabilities, are distinguishing frontrunners and propelling market innovation.

As this domain keeps growing, especially with the rebound in international travel, major players are strategizing to consolidate their footholds by delivering distinctive postcard encounters. Amid escalating fascination with personalization and digital mediums, firms are concentrating on presenting exclusive, artist-crafted, or sustainable postcards. The amalgamation of mobile applications and AI-powered design instruments is anticipated to emerge as a dominant trend in the near future, empowering users to generate customized items on the move. Consequently, the postcard industry is set for ongoing expansion, albeit it must evolve in response to evolving consumer inclinations, encompassing a heightened dependence on digital correspondence and a growing preference for eco-friendly purchasing behaviors.