A new industry report has uncovered the leaders in the UK greetings market for 2025
Out on top is Moonpig, with cardfactory sitting in second place in the report.
Salience Search Marketing’s annual online UK greetings cards report uncovers the industry’s leaders based on their online prominence and visibility.
The report analysed 11 crucial performance indicators for greeting cards to reveal the industry’s most successful names, including year-on-year visibility, search volume trends, and brand awareness.
The market leaders
The industry’s market leaders are based on brands’ YOY organic traffic score to determine their online performance.
| Rank | Greeting Cards | Organic Traffic Score |
| 1 | Moonpig | 1,596,446 |
| 2 | Card Factory | 1,088,630 |
| 3 | Not On The High Street | 980,868 |
| 4 | Photobox | 393,862 |
| 5 | Funky Pigeon | 355,007 |
| 6 | Snapfish | 345,497 |
| 7 | Thortful | 339,419 |
| 8 | Boots Photo | 222,477 |
| 9 | Hallmark | 98,716 |
| 10 | Papier | 90,619 |
Moonpig comes out on top of these findings with an outstanding organic traffic score of 1,596,446. This greeting card retailer paves the way for other retailers, demonstrating a well-executed online marketing strategy.
Meanwhile, cardfactory and Not on the High Street follow behind with 1,088,630 and 980,868, respectively. Other brands with strong traffic figures to their sites include Photo Box with a score of 393,862 and Funky Pigeon with 355,007.
In sixth place is Snap Fish, with 345,497, and Thortful, with 339,419 visits to their sites each month. Rounding off the list are Boots Photo, Hallmark, and Papier. While they have lower scores than others in the table, they still score exceptionally well, with scores above 90,000 a month on average.
The biggest online growth
Central to this analysis is each brand’s online visibility ranking, which is determined by the organic search traffic their website attracts. This metric is vital for understanding the website’s overall growth or decline.
| Rank | Brands with the biggest growth in visibility YoY | Traffic Score June 2025 | Traffic Score June 2024 | YoY Visibility Change |
| 1 | cardfactory | 1,088,630 | 674,052 | 62% |
| 2 | Photobox | 393,862 | 269,187 | 46% |
| 3 | Funky Pigeon | 355,007 | 297,212 | 19% |
| 4 | Moonpig | 1,596,446 | 1,388,189 | 15% |
| 5 | Not On The High Street | 980,868 | 857,027 | 14% |
These findings highlight the greeting card retailers that have seen the biggest growth year-on-year. cardfactory has seen the most significant gains in visibility with an increase of 62% compared to June 2024.
Another brand experiencing growth is Photobox, which has boosted its traffic score by 46%, reflecting a strong digital strategy. Funky Pigeon is third with a 19% uplift, growing from 297,212 in June 2024 to 355,007 in June 2025.
Concluding the top five is Moonpig with an increase of 19% and Not On The High Street with a rise of 14%. While their year-on-year growth was smaller than other contenders, both brands continue to attract high volumes of online traffic, indicating sustained consumer interest and solid brand presence.
The biggest decline in online visibility
The report also uncovers the brands facing the most significant drop in online visibility.
| Rank | Brands with the biggest drop in visibility YoY | Traffic Score June 2025 | Traffic Score June 2024 | YoY Visibility Change |
| 1 | Temptation Gifts | 59,861 | 78,763 | -24% |
| 2 | ASDA Photo | 46,541 | 105,037 | -56% |
| 3 | Dean Morris Cards | 30,361 | 74,780 | -59% |
| 4 | Cards Direct | 3,588 | 20,490 | -82% |
| 5 | Getting Personal | 1,133 | 119,472 | -99% |
On the flip side, some brands have experienced a drop in visibility over the past year. Temptation Gifts had an average traffic score of 78,763 in June 2024, which fell to 59,861 in June 2025.
Additionally, brands such as Asda Photo and Dean Morris Cards saw similar declines of 56% and 29%, while Cards Direct dropped by 99%. The greeting card retailer with the most substantial decline is Getting Personal, which fell from 119,472 to 1,133 over 12 months, a visibility change of 99%!
Brett Janes, managing director at Salience Search Marketing, said: “Our findings uncover the leading brands driving online awareness within the greeting card industry. These brands demonstrate excellent online presence and the value of implementing a robust marketing strategy.
“Popular names like MoonPig, Card Factory, Funky Pigeon and Not On The High Street have secure spots among the market leaders, showcasing their commitment to delivering excellent online services.
“Cards Direct and Getting Personal, which experienced the most significant decline in online visibility, will need to rectify this drop to maintain their online presence.”
The full UK Greeting Card 2025 is available to read and download here.
