Greeting Card Association

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The Greeting Card Association (GCA)is a United States trade organization representing the interests of greeting cards, gift wrapping paper and stationery manufacturers. Its membership consists of nearly 200 American and international publishers. The Association's headquarters is located in Washington D.C.

The association was formed in 1941 by a small group of greeting card publishers under the leadership of George Burkhardt of Burkhardt-Warner in response to a War Department order during World War II to reduce paper use by 25%. After World War II, the Association redefined its mission, concentrating on postal affairs and the promotion of greeting card usage.

Among the objectives of the GCA are celebrating, promoting and preserving the tradition of sending greeting cards.[1]

Americans purchase approximately 6.5 billion greeting cards each year.[2] In the United States, Mother's Day ranks fourth in greeting card holiday sales after Christmas, Valentine's Day and Easter.[3]


The Association sponsors the LOUIE Awards each May in New York during the National Stationery Show.[4] These awards recognize the most outstanding designs published within the industry as judged by a panel of experts from both within and outside the greeting card industry.

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