Greeting cards: handwritten greetings in the AI age - does that work?
WhatsApp is ousting the holiday card, the postcard business is shrinking. Could greeting cards also be passé? Two publishers believe the opposite and want to triple their sales.
Burkhard Schepermann and Constantin von Braun, founders of the Hamburg-based greeting card publisher Papiernest, aim to triple their revenue to 70-75 million euros within the next five to seven years. Despite the market for greeting cards shrinking, with sales declining from 789 million euros in 2019 to 753 million euros last year, the duo is optimistic about their growth prospects.
Papiernest has become a market leader in Switzerland and is among the top five providers in Germany, with annual sales of around 25 million cards. The company plans to expand by acquiring market share from competitors, with some smaller publishers welcoming the opportunity to offload complexity and focus on product development.
Written by urgent.news from Handelsblatt's report — not a translation of it. Machine-written — may contain errors; check the original before relying on it.
