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Moonpig sells personalised greeting cards and gifts online, mostly to customers in the UK and a few other countries.
Moonpig is an online shop for greeting cards and small gifts. Instead of driving to a store and picking a card off a shelf, you open the app or website, choose a design, type in your own message, and Moonpig prints that exact card and mails it to whoever you're thinking of. It also sells add-on gifts like flowers, chocolates, and balloons that can ship alongside the card, so one order covers the whole gesture.
The business runs on a simple but clever trick: personalisation plus convenience. A printed card with your own words feels more thoughtful than a generic one, and ordering from your sofa at 11pm beats a trip to the shops. Moonpig keeps a huge catalogue of designs and reminds you of birthdays and anniversaries, which nudges you to come back. Customers pay per card and per gift, and the company makes its money on that markup plus delivery, with no physical stores to rent. Its biggest market is the UK, where it's the household name for online cards, and it also operates in the Netherlands, Ireland, Australia, and the US. In the Netherlands it runs under the Greetz brand, and in the US it owns the card brand Red Letter Days... actually, it acquired the US card company Smilebox's parent and runs its American card business there. The group has grown partly by buying rivals rather than only building, and it has spent years folding those apps onto one shared tech platform to save money and speed up features. Its closest competition comes from bricks-and-mortar card shops, supermarket cards, and digital rivals like Hallmark-style brands, plus free e-cards and social media messages that cost nothing.
Moonpig is a decent business when people feel flush and a shakier one when they don't. Greeting cards are cheap, but they're also the kind of small treat people cut when money is tight, and the shift to digital messages is a long-term threat. The company's bet is that a real card in the post still beats a text for the moments that matter, and that personalisation and reminders keep customers loyal. It's a steady, cash-generating retailer rather than a rocket ship, which is why investors watch its order volumes and customer numbers closely.
Saved answer 路 last researched 15 Nov 2026