Hallmark vs Papyrus:Which is searched more in United States?
In September 2026, Hallmark had more branded searches than Papyrus among greeting cards in United States. Hallmark was estimated to have 9.9K branded searches compared to Papyrus’ 3.6K, and held a 15.7% Share of Search versus Papyrus’ 5.7%.
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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 | 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% |
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 12 months ending September 2026.
- Across the 12 months ending September 2026, Hallmark’s estimated Share of Search among greeting cards in United States moved from 18.6% to 15.7%, and its estimated monthly branded searches moved from 14.8K to 9.9K.
- Across the 12 months ending September 2026, Papyrus’ estimated Share of Search among greeting cards in United States moved from 5.5% to 5.7%, and its estimated monthly branded searches moved from 4.4K to 3.6K.
How did search popularity change for United States greeting cards in September 2026?
2 changes
Other head-to-heads among greeting cards
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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