French market
The cardboard market in France
The card industry has existed in France since at least the 18th century, initially in the form of postcards, then extended to greeting cards, reaching a golden age between 1900 and 1920.
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The card industry has existed in France since at least the 18th century, initially in the form of postcards, then extended to greeting cards, reaching a golden age between 1900 and 1920.
The card market is traditionally based on a rigid paper-cardboard medium, but the advent of digital technology has also given rise to a digital card market. however, the advent of digital technology has also given rise toa digitalized card market , where it is now possible to send a "digital" greetings card or postcard by e-mail or html link. Paradoxically, these new digital media have increased French interest in traditional postcards. Indeed, in 2021, 97% of French people said they would be more moved to receive a physical postcard than a digital one.
The French stationery market covers the production and distribution of products in one of three categories:
Postcards: "simple" cards illustrated with an emblematic photograph, and primarily intended for mailing;
Greeting cards (also known as "double cards"): themed cards, bought and sent to mark a specific event (birthday, wedding, birth, new year, etc.).) ;
Gift wrapping: gift bags, tissue paper, bolduc, gift bags, gift paper, etc.
Beyond these categories, the market also includes fancy labels, albums, etc., which nevertheless represent a negligible share in both volume and value.
The Postcard market has suffered a sharp devaluation in 2020 and 2021, since it is heavily dependent on the tourism market, which was frozen for two years due to the health crisis. By 2022, the tourism market has returned to pre-crisis levels, boosting the postcard and cardboard market at the same time.
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