Let’s face it—despite all the texts, emojis, and birthday GIFs, there’s still something special about a greeting card. Whether it’s a cheeky birthday laugh, a heartfelt thank you, or just a “thinking of you”, Aussies still love their cards. But in 2025, the way we send them is changing faster than a New Year’s resolution.
So what does the Australian greeting card scene look like right now? And who are the key players still keeping things personal in an increasingly digital world? Today, we’re stacking up the old-school legends—Hallmark, Moonpig, Jacquie Lawson—against the exciting new kid on the block: SnapCards.
Absolutely. The Australian greeting card industry is alive and well. Sure, we’re not stuffing our drawers with cards like it’s 1998, but we are choosing fewer, better, more meaningful cards. It’s quality over quantity.
According to industry trends, Aussies are leaning into:
Personalisation: Cards that feel like they were made just for me.
Speed: Nobody’s waiting two weeks for a birthday card anymore.
Sustainability: We want cards that don’t cost the earth. Literally.
Multimedia: Digital messages are great, but combine that with a tangible card? Now we’re talking.
In fact, Australia boasts an estimated 27,000+ retail outlets selling greeting cards—from supermarkets and newsagents to specialty gift shops. The industry earns approximately AU A$500 million in greeting card retail sales annually – that works out to roughly 22 cards per person per year, placing Australia among the top per-capita greeting-card consumers in the world!
These three have shaped the card game in their own way. But how do they hold up in today’s Aussie market?
What it’s known for: Photo cards, funny captions, and that catchy jingle you can’t unhear.
Best for: Last-minute birthday cards with a personal touch—if you don’t mind paying a little extra.
Moonpig is the go-to for custom cards online. Upload a photo, tweak a message, and you’ve got yourself a bespoke card. The problem for Australians? Most Moonpig cards are printed overseas. That means longer delivery times, pricier shipping, and sometimes… missed birthdays (awkward).
Moonpig is still a solid option, but unless you’re ordering well in advance, it might not land when you need it.
What it’s known for: Sentimental cards, shiny foil finishes, and massive supermarket shelf space.
Best for: Traditional cards you can pick up on your Woolies run.
Hallmark has been around forever, and they’re not going anywhere. They dominate physical retail in Australia, and their designs are polished and heartfelt. But let’s be honest—you’ve seen most of them before. And in 2025, the lack of digital integration is starting to show.
Hallmark is slowly dabbling in digital features like QR codes and augmented reality (yep, it’s a thing), but it hasn’t quite taken off. For now, it’s the safe choice, not the surprising one.
What it’s known for: Classy e‑cards with animations your nan would absolutely adore.
Best for: Long-distance wishes, Christmas newsletters, or charming digital greetings.
Jacquie Lawson has carved out a niche with her subscription-based animated e‑cards. They’re instant, elegant, and easy to send. But they’re also a bit… well… vintage.
In a TikTok world, animated cats sipping tea may not cut it for everyone. And while Jacquie Lawson has loyal fans, her cards often feel more Downton Abbey than Bondi Beach.
Here’s where things get interesting.
SnapCards is a new player born right here in Australia, and it’s bringing a fresh energy to the market. Think of it as the love child of a classic greeting card and a private video message.
A beautiful physical card (like you’d find in a boutique gift shop)
With a QR code inside that unlocks a personal video message
Sent straight to someone’s doorstep—or handed over in person for that perfect surprise moment
SnapCards bridges the gap between tangible and digital. You still get the joy of opening a real card, but now it talks to you. Well, you talk to them, actually. Via video.
Fast & Local: SnapCards prints and ships within Australia. No waiting for your card to cross the Pacific.
Private & Secure: Your video message is just for the recipient—no public social sharing required.
Meaningful: You can record a heartfelt message, get your mates to join in, or make someone laugh out loud.
Great for milestones: Birthdays, weddings, baby showers, farewells, anniversaries—it’s like sending a time capsule with every card.
| Feature | Moonpig | Hallmark | Jacquie Lawson | SnapCards |
|---|---|---|---|---|
| Personalisation | High (photo, text) | Low | Medium (message only) | High (video, collaborative) |
| Delivery Time (AU) | 5–10 days | Instant (retail) | Instant (digital) | Fast (local shipping) |
| Keepsake Value | Medium | High | Low | Very High |
| Digital Experience | None | Limited | Fully digital | Integrated (QR + video) |
| Aussie Humour/Style | Sometimes | Often | Rarely | Custom, creator-led |
| Sustainability | Mixed | Improving | Low footprint | Local print = lower emissions |
People who want something more special than a text, but more modern than a poem in a flowery font
Anyone who’s tried Moonpig or Hallmark and wants more emotional impact
Businesses looking to add a personal video touch to client gifting or event invites
Creative gift-givers who want to make someone cry (in a good way)
It depends what you’re after.
Need a traditional card in a hurry? Hallmark’s still on every corner.
Want a custom photo card and don’t mind a wait? Moonpig delivers.
Going full digital and love animated charm? Jacquie Lawson is your pick.
Want a real card with a personal video message that’s fast, fun, and Aussie-made?
→ SnapCards is the standout.
In 2025, sending a card is about more than ink on paper. It’s about emotion, effort and making moments memorable. Whether it’s with a familiar face like Hallmark or Moonpig, or with an emerging hybrid like SnapCards, the way we say “I care” is evolving.
So next time you’ve got a birthday, wedding, thank-you or just a random Tuesday to celebrate—think about what kind of card says you best.
And maybe—just maybe—it talks back.
