Inside the new sentiment boom driving card sales
There’s something special about selecting a greeting card, writing a personal message and knowing the joy (or tears) it brings to the recipient. While the digital world means instant connections, a greeting card “is still the best way to authentically show someone how much they mean to you,” says Paul Werynski, president of Carlton Cards.
Those meaningful connections keep the greeting card category going strong. Globally, the market is valued at US$19.38 billion, driven by demand for personalized, sentiment-driven cards, according to Ken Research, which notes that consumers continue to value physical cards for their emotional and tactile qualities.
Here’s a look at key trends shaping and growing the market.
Memes are in, but the message matters
Card companies are tapping into meme culture to stay relevant. “Greeting cards are a communication tool, and because the way people communicate is constantly evolving, our cards must adapt as well,” says Werynski. “Whether it’s capitalizing on pop culture trends like pickleball, capybaras or anything fungi-related, we continually introduce card designs to stores that match current trends.”
That said, the message matters. “You can have a beautifully designed, on-trend card, but if the verse or wording doesn’t convey the sentiment meaningfully for you, you will not buy the card,” Werynski says. He adds that generation Y and Z often prefer fewer words on a card—or none—so they can say exactly what they want. Meanwhile, older generations may opt for cards with “a longer, more sentimental message, where the card finds the perfect words for them.”
At Toronto’s Summerhill Market, humour tends to win over customers. “Our selection includes everything from humour-focused cards to beautifully illustrated art cards to simple, elegant blank cards,” says Kamea Baker, the grocer’s category manager, floral. “Most customers are looking for something that sparks joy, and the funny cards tend to be especially popular.”
Authentic, unconventional cards push the envelope
From divorce parties to fighting ageism, greeting cards are breaking conventions and reflecting broader experiences. Jan Golden founded Age-Friendly Vibes, an age-positive card line designed to challenge stereotypes often seen in greeting cards. She says caricatures and derogatory comments about getting older—like sagging body parts and being one step closer to the grave—still seem to be socially acceptable. “So, I decided to do something about it,” Golden says.
Age-Friendly Vibes offers designs across birthday, thinking of you and retirement, as well as underrepresented topics such as caregiving and dementia. “Birthdays are the essence of the messaging I want to change because obviously you can’t help but think of age on your birthday,” says Golden. Examples in the lineup are: “Don’t worry about getting older, everyone’s doing it” and “Every year, you’re one candle hotter.”
Carlton Cards is also venturing into underserved life events. This includes everything from asking someone to be a bridesmaid to hosting a gender reveal to celebrating “gotcha day” for pets. “Furthermore, people are now recognizing and celebrating life moments that may have been overlooked or not openly discussed in the past, such as divorce parties, celebrations of being in remission, or milestones like paying off student loans or mortgages,” says Werynski.
Levelling up with premiumization and bundling
To make their gestures feel more meaningful, many consumers are gravitating to premium cards. “We’re seeing a lot more cards in the premium category made with high-quality materials, foils or intricate pop-up designs,” says Lisa Hutcheson, managing partner of J.C. Williams Group. “The other piece of that is cards that are still somewhat premium but are sustainable. You can plant them and they become a garden, or they’re made from sustainable material.”
Retailers can also level up by stocking celebratory products beyond greeting cards. Werynski says this creates opportunities for add-on sales in other areas of the grocery store, including floral, bakery, and wine and beverage. For example, Carlton Cards has new Bouquet Bags—a gift bag made with water-resistant paper for flower bouquets. “We also have a new 3D wine gifting solution called a Bottle Topper,” he says. “It’s an intricately paper-engineered decoration that sits atop a wine bottle, making the gift of wine even more spectacular.”
Hutcheson says grocers can tap into impulse pick-ups and pre-bundled gifts. “Especially as we go into the holidays, people love that quick pick up—and that will drive up the basket size.”
This article appeared in Canadian Grocer's December 2025/January 2026 issue.
