Birthday Card Market Report: Sales Volume, Market Share, Leading Brands & Market Trends

Hallmark is the best-performing birthday card brand in July 2026, moving 10,000 units across 2 ASINs for 19.6% of Top 10 volume. Ovrrcame follows with 7,000 units (13.7%), ahead of ROBBEAR on 6,000 units (11.8%).

Volume is spread across 9 brands, with the top three holding 45.1% between them. No single label controls the shelf, which usually leaves room for a well-differentiated listing to take share without outspending an incumbent. Average selling prices among the leaders run from $5.79 to $9.98, which frames the price band a competing listing has to justify.

Based on July 2026 data, this shortlist surfaces the two kinds of ASIN worth keeping an eye on — the ones that just broke into the Top 10, and the ones growing fastest month over month. On the growth side, B01LZO63HA leads positive momentum with ▲ 133.3% MoM growth on 700 units, with B0DTB8RGT2 close behind at ▲ 100.0% MoM on 2K units.

The two signals carry different weight. A fresh entrant means share has already changed hands — an incumbent gave up its place to make room, so any competitive set drawn up a month ago is now out of date. A steep growth rate works as the earlier warning: it marks demand that is still compounding, usually a month or two before the ranking catches up to it.