Hallmark vs Papyrus:Which is more popular by branded search?
In August 2026, Hallmark had more branded searches than Papyrus among greeting cards worldwide. Hallmark was estimated to have 18.1K branded searches compared to Papyrus’ 4.4K, and held a 2% Share of Search versus Papyrus’ 0.49%. These are worldwide searches for English-language branded terms.
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Which is more popular in search, Hallmark or Papyrus?
Compare the greeting cards shoppers choose between. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.
Share of Search by month for Hallmark, Papyrus. The figures are in the table below the chart.
View monthly share of search table
| Month | Card Factory | Funky Pigeon | American Greetings | Moonpig | Hallmark | Papyrus |
|---|---|---|---|---|---|---|
| Oct 2025 | 56.8% | 20.8% | 7.6% | 11.4% | 2.8% | 0.56% |
| Nov 2025 | 57.1% | 20.9% | 7.7% | 11.5% | 2.3% | 0.56% |
| Dec 2025 | 59.1% | 21.8% | 6.5% | 9.8% | 2.4% | 0.48% |
| Jan 2026 | 60.8% | 22.2% | 6.7% | 6.7% | 3% | 0.6% |
| Feb 2026 | 53.4% | 29.2% | 7.2% | 7.2% | 2.6% | 0.43% |
| Mar 2026 | 58.4% | 26.1% | 5.3% | 7.9% | 1.9% | 0.38% |
| Apr 2026 | 54.2% | 24.2% | 8.9% | 8.9% | 3.3% | 0.53% |
| May 2026 | 60.2% | 22% | 8.1% | 6.6% | 2.4% | 0.59% |
| Jun 2026 | 58.6% | 26.2% | 6.4% | 6.4% | 1.9% | 0.38% |
| Jul 2026 | 61.5% | 22.5% | 6.8% | 6.8% | 2% | 0.49% |
| Aug 2026 | 61.5% | 22.5% | 6.8% | 6.8% | 2% | 0.49% |
| Sep 2026 | — | — | — | — | — | — |
How has the Hallmark and Papyrus comparison changed over the last 12 months?
3 findings
- Hallmark was ahead of Papyrus in every measured month of the 11 months ending August 2026.
- Across the 11 months ending August 2026, Hallmark’s estimated Share of Search among greeting cards worldwide moved from 2.8% to 2%, and its estimated monthly branded searches moved from 27.1K to 18.1K.
- Across the 11 months ending August 2026, Papyrus’ estimated Share of Search among greeting cards worldwide moved from 0.56% to 0.49%, and its estimated monthly branded searches moved from 5.4K to 4.4K.
How did search popularity change for greeting cards worldwide in August 2026?
2 changes
How each brand is measured
Brandwave collects information about searches that people make online using Hallmark’s and Papyrus’ names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
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