the cardboard market | Spain

1.1 Presentation

Letters and cards have been a means of communication between men and women for centuries. In the form of a simple piece of paper with a message and an envelope, the system worked until the 19th century, when the postcard was invented. With the advent of the postcard and a more sophisticated postal system, a new range of possibilities developed in the type of messages people could share with their loved ones, and increasingly sophisticated formats emerged.

Today, new online tools have taken over a large part of the market and have pushed incumbent companies to find innovative ways to attract customers to use this old but more personal service

The cardboard market in Spain can be divided into 2 segments, both of which cover production, distribution and sales:

• Postcards Cards that usually have an image to illustrate a place or emotion and are intended to be sent or shared by mail.
• Greeting cards Cards that offer a more detailed format and usually embody an emotion or greeting for a special moment (birthday, wedding...).

The postcard market in Spain has been facing great difficulties for more than a decade with a young population that uses digital media to share and celebrate special moments with friends and family.