NAICS 513191 Quarterly Industry Report
Greeting Card Publishers
Comprehensive industry research for valuation professionals, business owners, buyers, and lenders
NAICS Code: 513191Sector: Information (51)Updated: Q1 2026
About This Report
Fair Market Value compiles this NAICS 513191 industry report using data from the U.S. Census Bureau[7], the Bureau of Labor Statistics[8], and the Small Business Administration[9]. Our research team analyzes seasonal revenue patterns, retail distribution metrics, and SKU performance data to build valuation benchmarks specific to greeting card publishing. This report on NAICS 513191 is updated quarterly to reflect shifts in consumer purchasing habits and retail channel dynamics.
Industry Definition & Overview
Greeting Card Publishers (NAICS 513191) encompasses establishments primarily engaged in publishing greeting cards in print or electronic form, including digital cards distributed exclusively online. These firms design, produce, and distribute cards for occasions such as birthdays, holidays, sympathy, congratulations, thank-you, and everyday sentiments. Operations range from large companies managing thousands of card designs across retail channels to small studios creating specialty or handmade-style products.
Physical greeting cards remain a multi-billion dollar market in the United States, with Americans purchasing roughly 6.5 billion cards annually according to the Greeting Card Association[4]. Revenue concentrates around seasonal peaks including Christmas, Valentine's Day, Mother's Day, and Father's Day, which together account for a majority of annual unit sales. Hallmark and American Greetings dominate market share, but independent publishers have carved niches in humor, letterpress, illustration-forward, and socially conscious card categories.
Digital greeting cards and e-cards have grown as a supplemental channel but have not displaced physical card sales. Retail distribution through mass merchants, grocery stores, pharmacies, and specialty card shops remains the primary sales channel. Publishers manage extensive SKU catalogs that rotate seasonally, requiring sophisticated inventory planning and retail merchandising programs. The Census Bureau[5] tracks publishing industry revenue data, while the Bureau of Labor Statistics[6] reports employment figures for art directors and graphic designers who form the creative core of greeting card publishing teams.
What's Included in This Industry
- Greeting card design, illustration, and content writing
- Holiday and seasonal card collection publishing
- Everyday occasion card production for birthdays and thank-you
- E-card and digital greeting card platform publishing
- Retail display and merchandising program management
- Card printing coordination and packaging
- Wholesale distribution to mass merchants and specialty retailers
- Licensed character and brand partnership card lines
- Gift wrap, gift bag, and stationery accessory publishing
- Custom corporate and promotional greeting card production
NAICS Classification Hierarchy
| Level | Description | Code |
|---|---|---|
| Sector | Information | 51 |
| Subsector | Publishing Industries | 513 |
| Industry Group | Newspaper, Periodical, Book, and Directory Publishers | 5131 |
| NAICS Industry | Other Publishers | 51319 |
| National Industry | Greeting Card Publishers | 513191 |
Related NAICS Codes
| Code | Description | Relationship |
|---|---|---|
| 513199 | All Other Publishers | All other publishers produce calendars, posters, and art prints using design and distribution workflows that parallel greeting card publishing operations |
| 323111 | Commercial Printing (except Screen and Books) | Commercial printers manufacture the physical card stock, envelopes, and packaging that greeting card publishers order for retail distribution |
| 339940 | Office Supplies (except Paper) Manufacturing | Office supplies and stationery manufacturers produce related paper goods that share retail shelf space and gift industry distribution channels |
| 541430 | Graphic Design Services | Graphic design firms provide freelance illustration, typography, and layout services that greeting card publishers commission for new collections |
| 459999 | All Other Miscellaneous Retailers | Specialty retailers including gift shops and stationery stores serve as primary distribution channels for greeting card publishers |
| 424990 | Other Miscellaneous Nondurable Goods Merchant Wholesalers | Miscellaneous nondurable goods wholesalers distribute greeting cards and related paper products to retail outlets across geographic territories |
SBA Lending Summary
8
Total SBA Loans
$240K
Total Loan Volume
$30K
Average Loan Size
5 yrs
Average Loan Term
9.49%
Average Interest Rate
16
Jobs Supported
Source: SBA 7(a) Program Data, U.S. Small Business Administration — FY 2025[3]
Key Insight: The SBA size standard[10] for NAICS 513191 is 1,000 employees, using a headcount threshold that classifies publishers with fewer workers as small businesses. Greeting card firms can access the SBA 7(a) loan program[11] for equipment, inventory financing, and working capital, while SBA 504 loans[12] support warehouse and office facility acquisition. Most independent card publishers employ fewer than 25 people.
Top SBA Lenders
| # | Lender | Loans | Volume | Avg Loan |
|---|---|---|---|---|
| 1 | U.S. Bank, National Association | 8 | $240K | $30K |
Frequently Asked Questions
Common questions about this industry.
What types of businesses fall under NAICS 513191?
NAICS 513191 covers establishments engaged in publishing greeting cards in print or digital form. This includes major card companies, independent letterpress studios, e-card platform operators, licensed character card publishers, and corporate promotional card producers.
How is NAICS 513191 different from 513199?
NAICS 513191 is dedicated specifically to greeting card publishers, while 513199 covers all other publishers including calendars, posters, art prints, and maps. Both involve design-driven publishing, but greeting cards target the personal sentiment and gift-giving market, per Census Bureau classifications[13].
What is the SBA size standard for greeting card publishers?
The SBA sets the size standard for NAICS 513191 at 1,000 employees. Publishers with fewer workers qualify as small businesses for federal contracting and SBA lending, per the SBA size standards table[10].
What NAICS codes are related to greeting card publishing?
Related codes include 513199 (other publishers), 323111 (commercial printing), 339940 (office supplies and stationery), 541430 (graphic design), and 459999 (specialty retailers). Each represents a production partner, creative supplier, or distribution channel for greeting card operations.
What industries are closely related to greeting card publishers?
Closely related industries include other publishers (513199), commercial printing (323111), stationery manufacturing (339940), graphic design (541430), and specialty retail (459999). Each connects to the greeting card value chain through creative, manufacturing, or retail relationships.
What activities are included in greeting card publishing?
Activities include card design and illustration, content writing, print manufacturing coordination, retail merchandising, wholesale distribution, e-card platform development, licensed product management, and seasonal collection planning. The Greeting Card Association[4] reports industry-level sales data.
Can greeting card publishers get SBA loans?
Where are greeting card publishers concentrated in the United States?
Kansas City serves as the historic headquarters of Hallmark, making it a major industry hub. Cleveland hosts American Greetings. Independent card publishers concentrate in creative cities including Portland, Brooklyn, San Francisco, and Austin, per Census Bureau County Business Patterns[14].
Sources & References
Government datasets and editorial sources used in this report.
- [1]U.S. Bureau of Labor Statistics, Quarterly Census of Employment and Wages bls.gov
- [2]U.S. Census Bureau, Economic Census census.gov
- [3]U.S. Small Business Administration, SBA 7(a) Loan Program Data data.sba.gov
- [4]Greeting Card Association greetingcard.org
- [5]Census Bureau data.census.gov
- [6]Bureau of Labor Statistics bls.gov
- [7]U.S. Census Bureau census.gov
- [8]Bureau of Labor Statistics bls.gov
- [9]Small Business Administration sba.gov
- [10]SBA size standard sba.gov
- [11]SBA 7(a) loan program sba.gov
- [12]SBA 504 loans sba.gov
- [13]Census Bureau classifications census.gov
- [14]Census Bureau County Business Patterns census.gov
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