Barbie and Taylor Swift have topped the charts as Moonpig reveals the most in-demand card trends of the past 12 months.
The leading online greeting card brand, Moonpig has reviewed search data to find the top trending card designs of 2023, with Barbie birthday cards seeing a 233% Google search increase, and Swifties putting their pop idol just behind with a 222% rise.
As well as the two blondes, Super Mario (126%), Warhammer (85%), Stitch (82%), and Mario (50%) are in the top 10 most in-demand birthday cards.
“We often see increased demand for greeting cards correlating to the latest blockbuster movie or biggest artist of the moment, as we know our customers like to send these types of cards as a way of connecting with their loved ones,” Sarah-Jane Porter, Moonpig’s global design and licensing director commented.
“Selecting trending or topical cards which clearly reflect the recipients’ interest is a direct way of showing just how close they are. Our commitment to providing a range of trending and topical cards in response to the latest cultural zeitgeist aims to ensure we have a card to suit all tastes and preferences so that every recipient can receive a card that is meaningful to them.”
And Dr Paula Freemand, from HumanKind Psychological Services, added: “Including celebrities or pop cultural references in cards often reflects shared interests or inside jokes between the sender and the recipient. It’s a way of incorporating a shared language or experience into the gift, which can not only enhance a sense of connection and shared identity, but also add an element of humour or relatability, making the card more engaging and memorable for the recipient.”
Typography cards also grew in popularity with a 100% Google search increase for the designs featuring bold language and statements, which Moonpig thinks could be connected to the rise of minimalism within the wider design industry.
Sarah-Jane said “the lines can often blur” between typography-style greeting cards and pieces of art “with this style of card lending itself well to be repurposed as a piece of art”.
They also work well on the personalised card front, which remains the most popular trend overall, with an average of 22,200 searches per month, as personalised Christmas cards (8,100), personalised wedding cards (3,600), custom card (2,900) and personalised football cards (1,900) also make the top 10.
Dr Paula said: “Personalised cards carry a deeper emotional value. They show the sender has put thought into personalising their message to resonate with the recipient. This customisation makes the recipient feel seen and understood on a personal level, and such personalised communication works to enhance emotional connections and reinforces the uniqueness of our relationships.”
Over on Pinterest, the social media platform where people look for inspiration, meme Valentine cards are the most searched for at a monthly average of 3,400, followed by customisable thank you cards at 2,800, and pop-up cards at 2,300, with positive affirmations, musician, and black and white cards also in the list.
The surge in popularity of the positive affirmation trend, to minimise self-doubt and boost confidents, suggests a rise in awareness of the impact that positive self-talk can have on people’s well-being that they want to share with loved ones through the medium of a greeting card.
Sarah-Jane added: “Designs which feature positive affirmations have the intention of making the recipient feel good and serve to remind them how amazing they are, and so it’s great to see this type of card has been growing in popularity.”
For Dr Paula, including these affirmations in greeting cards suggests a “growing awareness of the importance of mental health and self-care”, which can help in building self-esteem and promoting a positive mindset.
She said: “Sending cards which are of this nature can be particularly uplifting and empowering, especially during challenging times.”
For the coming year, Moonpig has identified a trio of greeting card trends, with its findings supporting the prediction that personalisation will continue to grow, with more meaningful and customisable options coming through.
Many people have cards they have treasured for a long time, and the online retailer predicts a growth in the trend of greeting card designs doubling up as wall art.
And on the pop culture front, Moonpig thinks this will continue to have an impact across card design, particularly as social media content creators grow in popularity, with their videos and images set to become implemented within the cards.
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