This document provides a market analysis of the greeting card industry in the United States. It discusses that the average person receives 20 greeting cards per year, with one third being birthday cards. It states that the US greeting card market is a $7.5 billion industry, though it has seen flat to slightly declining growth in recent years. Major competitors in the industry are identified as Hallmark, American Greetings, and smaller publishers. E-greeting websites and florists are also identified as indirect competition to the traditional greeting card publishers.