Who buys the most greeting cards?

Greeting card buying skews heavily toward certain groups, though the fastest-growing segments are shifting toward younger, design-focused buyers.

• Women purchase roughly 80% of all greeting cards.
• The 45-65 age group spends the most overall.
• Millennials and Gen Z drive growth in the custom and premium segments, favoring unique indie designs over mass-market cards.

The takeaway for sellers: the core buyer is well established, but the growth opportunity is in personalized, design-forward cards.