Beyond the Card: Products driving stationery and partyware
From greeting cards and giftwrap to cocktail napkins and paper keepsakes, today’s stationery and partyware categories do much more than mark occasions.
Across the category, wholesalers report continued demand for products that are distinctively innovative, colorful or humorous. Self-expression is a must, and thoughtfully engineered designs are appreciated by the paper connoisseur.
ENTERTAINING TAKES CENTER STAGE
Paper goods continue to expand beyond the stationery aisle as consumers look for ways to elevate at-home gatherings.
At Design Design, entertaining is becoming increasingly popular. “Our cocktail napkin collection continues to be one of our strongest-performing categories,” said Renee McColgan, national sales manager at Design Design. “Customers are drawn to the combination of witty humor, entertaining themes, everyday occasions and seasonal designs.”
The category’s versatility has helped make it a natural fit alongside gifts, kitchen accessories and seasonal décor. As retailers continue building lifestyle-focused merchandising displays, products that bridge multiple categories offer cross-selling opportunities.
Looking ahead, Design Design sees continued opportunity in coordinated entertaining assortments. The company points to holiday paper tableware collections that allow consumers to “elevate gatherings with minimal effort” while encouraging multiple-item purchases.
GREETING CARDS GET INTERACTIVE
Consumers continue to seek greeting cards that feel more memorable and giftworthy, creating opportunities for retailers to stock products with strong visual and tactile appeal.
For Vanessa Harnik, managing director of Notes & Queries, innovation remains a major differentiator. “I’m a huge fan of our new 3D popup teacup greeting cards. They are amazing — such clever technology!” she said. “I also love the intricacy of the 3D popup cards from Paper D’art.”
Dimensional elements, paper engineering and specialty production techniques are helping greeting cards become keepsakes rather than disposable purchases. Those details can be particularly valuable for independent retailers looking to offer products customers cannot easily find elsewhere.
THE APPEAL OF THE UNEXPECTED
The modern consumer is gravitating toward products that feel clever, artistic or surprising, even if they lean into the trendy motifs of the moment.
Notes & Queries has seen interest in everything from fruit-inspired imagery to innovative production methods. Harnik points to “new clever printing techniques with ink” and notes that the company recently introduced greeting cards using kelp ink with a negative carbon footprint.
The company is also seeing continued interest in playful imagery.
“In everyday design, tinned fish is still popular, [as is] lemon and orange fruit iconography,” she said. “… Did I mention fruit and veggies with eyes and smiley faces? Strangely enough, I’m seeing that longhorn cow imagery seems to be big, too — so funny!”
PERSONALITY SELLS
Across both stationery and partyware, products that garner an emotional response continue to resonate.
At Design Design, that philosophy guides the company’s broader approach to social expression. “Consumers continue to gravitate toward products that feel personal, authentic and emotionally engaging,” McColgan said.
Humor remains particularly effective. Design Design cites continued demand for “playful humor and conversational messaging,” reflecting consumers’ desire for products that feel relatable and expressive.
That emphasis on connection extends beyond greeting cards. “Whether it’s a birthday card, a funny cocktail napkin, or a beautifully wrapped gift, our products help people celebrate, connect and share life’s moments,” she said.
COLOR, NOSTALGIA & WHIMSY
While styles continue to evolve, wholesalers are finding that several visual themes are performing consistently across categories.
Design Design reports strong demand for “rich jewel tones and saturated color palettes” alongside nature-inspired florals, botanicals and handcrafted illustration styles.
At the same time, classic motifs remain relevant when given a fresh perspective. Harnik said winter-inspired and whimsical aesthetics continue to resonate, particularly during the holiday selling season. “Winter, whimsy and a true classic look continue to be popular,” she said of Notes & Queries’ Christmas collection.
Design Design is seeing a similar dynamic, citing interest in “vintage-inspired holiday imagery with modern execution.”
Even as styles evolve, both suppliers point to the same underlying consumer search for products that double as a form of self-expression. Whether it’s a holiday postcard, a witty cocktail napkin or a keepsake greeting card, shoppers seek paper goods that spark a moment of connection with the recipient.
THE FALL HIT LIST THE FALL HIT LIST
From spooky season to Thanksgiving, these stationery picks capture some of the biggest themes suppliers are seeing for the season ahead. Look for nostalgic holiday motifs and interactive paper designs that bring personality to every autumnal gathering.
THINKING OF YOU WEEK
Have a blend of heartfelt offerings ready to go when festivities kick off September 21.
HALLOWEEN
In 2026, the most cutting-edge cards are costumed in purple!
THANKSGIVING
Cook up a delectable card cornucopia by blending an attitude of gratitude with the sensational sights of the season.
