How popular isHallmark in search?
In September 2026, there were an estimated 9.9K branded searches for Hallmark in United States which is down 33.1% over the last 12 months. Hallmark holds 15.7% estimated Share of Search among United States greeting cards and is ranked 2nd of 3 competitors for search popularity.
American Greetings78.6%
Hallmark15.7%
Papyrus5.7%
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Which greeting cards compete with Hallmark?
Share of Search by month for American Greetings, Hallmark, Papyrus. The figures are in the table below the chart.
View monthly share of search table
| Month | American Greetings | Hallmark | Papyrus |
|---|---|---|---|
| Oct 2025 | 75.9% | 18.6% | 5.5% |
| Nov 2025 | 75.9% | 18.6% | 5.5% |
| Dec 2025 | 75.9% | 18.6% | 5.5% |
| Jan 2026 | 76.7% | 18.8% | 4.6% |
| Feb 2026 | 76.7% | 18.8% | 4.6% |
| Mar 2026 | 80.1% | 16% | 3.8% |
| Apr 2026 | 76.7% | 18.8% | 4.6% |
| May 2026 | 79.4% | 15.9% | 4.7% |
| Jun 2026 | 79.4% | 15.9% | 4.7% |
| Jul 2026 | 79.5% | 15.9% | 4.7% |
| Aug 2026 | 78.6% | 15.7% | 5.7% |
| Sep 2026 | 78.6% | 15.7% | 5.7% |
| Rank | Brand | Share of Search | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 78.6% | 49.5K | 0% | 0 points | |
| 2, held 2nd | 15.7% | 9.9K | 0% | 0 points | |
| 3, held 3rd | 5.7% | 3.6K | 0% | 0 points |
Compare search popularity between Hallmark and its closest rivals
Every comparison with Hallmark
2 comparisons
How has branded search demand for Hallmark changed in United States over the last 12 months?
3 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Hallmark in United States fell from 14.8K to 9.9K.
- Across the 12 months ending September 2026, Hallmark’s estimated Share of Search among greeting cards in United States decreased from 18.6% to 15.7%.
- Across the 12 months ending September 2026, Hallmark’s estimated Share of Search among greeting cards in United States peaked at 18.8% in January 2026 and was lowest at 15.7% in August 2026.
How did search popularity change for United States greeting cards in September 2026?
3 changes
Estimated monthly branded searches for Hallmark in United States fell 33.1% over 12 measured months, from 14.8K to 9.9K in September 2026.
Estimated monthly branded searches for American Greetings in United States fell 18.2% over 12 measured months, from 60.5K to 49.5K in September 2026.
Estimated monthly branded searches for Papyrus in United States fell 18.2% over 12 measured months, from 4.4K to 3.6K in September 2026.
How is Hallmark measured?
Brandwave collects information about searches that people make online using Hallmark’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.
1 branded search term
- hallmark cards
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