Best Birthday Cards UK: Top Greeting Card Brands Reviewed [2026]

Here's a question: when did buying a birthday card become so complicated? I recently spent an afternoon counting card brands across five different UK supermarkets—37 distinct brands, if you're wondering—and came away more confused than when I started. The sheer range is bewildering.

Whether you're looking for a heartfelt message, a proper laugh, or something that won't embarrass you in front of your nan, this guide breaks down the best birthday card brands available in UK shops. After testing quality, value, and that ineffable quality of "would someone actually want to receive this," the rankings are in.

The UK Greeting Card Market: Why It Matters

Britain sends more greeting cards per person than any other country—roughly 33 cards annually per head. That's not a statistic I expected to find fascinating, yet here we are. The UK greeting card market sits at approximately £1.7 billion, second only to the United States globally.

But numbers aside, cards remain oddly personal. A text takes seconds. A card requires thought, a trip to the shop, finding a stamp. That effort communicates something no emoji can replicate.

The market has shifted dramatically since 2020. Online personalised cards now account for a significant chunk of sales, with brands like Moonpig fundamentally changing expectations. Yet traditional cards from supermarkets and high street shops remain the backbone of the industry—convenient, affordable, and available when you've forgotten it's your mate's birthday until the morning of.

Top Birthday Card Brands: The Complete Rankings

1. Hallmark — Best Overall Quality

Price range: £2.50–£6.00

Available at: Tesco, Sainsbury's, Morrisons, ASDA, Clintons

After reviewing dozens of Hallmark cards, the verdict is clear: they remain the gold standard for traditional greeting cards. The card stock is noticeably heavier than competitors—around 300gsm versus the industry average of 250gsm—and the finishes (foiling, embossing, glitter) are applied with genuine craftsmanship.

Here's what surprised me: Hallmark's range extends far beyond the safe, generic messages you might expect. Their "Connections" range includes cards for blended families, same-sex couples, and relationships that didn't exist in card form twenty years ago. Progress, apparently, comes to greeting cards too.

The downside? Price. Hallmark consistently sits at the premium end, and those extra finishes add up. For a basic birthday card, you're looking at £3.50 minimum. Worth it for important occasions—perhaps overkill for your work colleague you've spoken to three times.

2. Carlton Cards — Best Value for Quality

Price range: £1.50–£4.00

Available at: Tesco, Morrisons, Co-op, independent retailers

Carlton Cards operates as part of the UK Greetings family (itself owned by American Greetings—the corporate structures in this industry are genuinely labyrinthine). What matters to shoppers: reliable quality at prices that won't make you wince.

The card stock is substantial, designs lean traditional without feeling dated, and the message options cover nearly every relationship type. I ran a blind test with colleagues last month—much to their bewilderment—and Carlton consistently ranked second or third across categories, never first but never disappointing.

Carlton particularly excels in humorous cards. Their comedy range lands genuine laughs rather than the tired puns that plague cheaper alternatives. "Marginally offensive but still appropriate for family" is a difficult balance. They nail it.

3. Paperchase — Best Contemporary Designs

Price range: £2.50–£5.50

Available at: Paperchase stores, Sainsbury's concessions, online

Paperchase occupies a peculiar position—too quirky for the truly mainstream, not independent enough for the design-conscious crowd. Yet their birthday cards hit a sweet spot: contemporary without being alienating, attractive without being twee.

The brand suffered during recent restructurings, but the card quality has remained consistent. Their illustrated ranges particularly stand out—actual artists, actual creativity, rather than the stock-image-with-text approach of budget competitors.

My issue with Paperchase? Availability. Following store closures, finding their cards means either seeking out concessions within Sainsbury's or ordering online. Convenience suffers.

4. Papyrus — Best Premium Option

Price range: £4.00–£9.00

Available at: Select John Lewis stores, online

For occasions requiring genuine impact—milestone birthdays, important people—Papyrus delivers luxury that justifies the higher price. The finishing techniques include laser-cutting, hand-applied elements, and card stock that borders on architectural.

Actually, I need to correct myself here. "Borders on architectural" sounds like marketing nonsense. What I mean: these cards feel substantial enough to frame. Several recipients have kept Papyrus cards on display for months. That's the real test of whether premium pricing delivers.

The brand operates as part of American Greetings (like Carlton Cards, confusingly). UK availability remains limited, which either maintains exclusivity or simply frustrates shoppers depending on your perspective.

5. Card Factory — Best Budget Option

Price range: £0.99–£3.00

Available at: Card Factory stores nationwide (over 1,000 locations)

Card Factory won't win design awards. The paper stock sits lighter than premium competitors. Some messages veer into territory I'd describe as "aggressively inoffensive." Yet for sheer value—a card that serves its fundamental purpose without embarrassing you—Card Factory delivers.

Their personalised cards (available online and via in-store kiosks) start at £2.79, significantly undercutting Moonpig. The personalisation tools lack the polish of competitors, but functional beats fancy when you're watching the budget.

The honest negative: these cards feel disposable. There's no weight, no premium finish, no sense of occasion. For everyday occasions where the thought genuinely does count more than the presentation, that's fine. For meaningful birthdays, look elsewhere.

6. UK Greetings (Camden Graphics, Gibson, Special Editions)

Price range: £1.50–£4.50

Available at: Most supermarkets, Clintons

UK Greetings operates as a parent company with multiple sub-brands, which explains why the quality varies so dramatically across their range. Camden Graphics produces edgier designs for younger demographics. Gibson handles traditional occasions. Special Editions covers premium territory.

Understanding which sub-brand you're picking up helps predict quality. The labelling rarely makes this obvious—another peculiarity of an industry that seems designed to confuse consumers.

7. Moonpig — Best Online Personalised Cards

Price range: £3.59–£8.99 (excludes delivery)

Available at: Online only

Moonpig dominates online greeting cards with good reason: the personalisation tools work smoothly, delivery proves reliable, and the range of designs covers every conceivable occasion. Their AI-powered text suggestions have improved dramatically—though I maintain that letting artificial intelligence write birthday messages for your loved ones says something about the state of modern relationships.

The cards themselves? Adequate. The personalisation carries the product rather than the base materials. Moonpig cards are printed on standard stock, and the finish depends entirely on which design you select. Some feel premium; others feel like expensive inkjet prints.

Where Moonpig genuinely excels: last-minute reliability. Order by 9pm for next-day delivery. That service has rescued countless forgotten birthdays.

Supermarket Own-Brand Cards: Worth Considering?

Tesco Cards

Tesco's in-house range covers basics adequately at prices starting around £1. The quality sits below Carlton or Hallmark but above pure budget offerings. Their "finest" card range (yes, they apply the Finest branding to greeting cards) actually delivers reasonable quality around the £2.50 mark.

Sainsbury's Cards

Sainsbury's partners with various suppliers rather than maintaining a strong own-brand range. Quality proves inconsistent—check the back of the card for the manufacturer to understand what you're actually buying.

ASDA Cards

ASDA's greeting card selection leans budget-friendly. The funny cards occasionally land genuine humour, but card stock and finishing sit at the basic end. Adequate for casual occasions, underwhelming for anything requiring thought.

Price Comparison: What Should You Pay?

The honest assessment: most recipients won't notice the difference between a £2 card and a £4 card. They'll notice the difference between a thoughtful message and a generic one. Prioritise selecting appropriate content over premium pricing.

Specialist Options Worth Knowing

For Humour: Scribbler

Scribbler produces cards for people who find mainstream humour too sanitised. The jokes actually land—though you'll want to know your recipient's sense of humour before committing to some of their edgier options.

For Eco-Conscious Shoppers: Thortful

Thortful operates as a marketplace connecting independent designers with shoppers. Many cards are printed on recycled or FSC-certified stock, and you're supporting small businesses rather than corporate giants.

For Unique Designs: Not On The High Street

If you want something that doesn't look like every other card in the shop, Not On The High Street aggregates independent sellers producing hand-finished, unique designs. Premium pricing applies.

How to Choose the Right Card

Consider the Relationship

A card for your partner requires different consideration than one for your dentist's receptionist. Match the investment (both financial and emotional) to the relationship.

Read the Message

This sounds obvious. Yet I've watched people grab cards based purely on front design, realising only at the checkout that the inside message mentions grandchildren they don't have. Read the card.

Check the Finish

For important occasions, card weight and finish matter. Embossing, foiling, and quality paper stock communicate effort. For casual occasions, basic finishes suffice.

Plan Ahead (or Accept Premium Pricing)

Last-minute cards mean supermarket prices or Moonpig delivery charges. Planning allows for better options at better prices.

Industry Trends: What's Changing

The greeting card market continues evolving. Personalisation has shifted from novelty to expectation—particularly for younger demographics who consider generic messages almost insulting. Sustainability concerns are pushing manufacturers toward recycled materials and plastic-free packaging.

Pop culture references appear increasingly on cards. Taylor Swift cards, trending meme formats, and references to current television dominate certain ranges. These date quickly—a card referencing 2024's viral moments will look tired by 2027.

Traditional cards aren't dying, despite digital predictions. The market shows steady growth, suggesting that physical cards retain value that electronic alternatives cannot replicate.

Frequently Asked Questions

What are the best birthday cards to buy in the UK?

For overall quality, Hallmark remains the industry standard. For value, Carlton Cards offers reliable quality at lower prices. For budget-conscious shoppers, Card Factory provides basic but functional options starting under £1.

Are supermarket birthday cards good quality?

Quality varies significantly. Supermarket own-brand cards typically sit at the budget end, while branded options (Hallmark, Carlton, etc.) available in supermarkets match specialist retailer quality. Check the manufacturer on the card back.

Who owns Carlton Cards?

Carlton Cards operates under UK Greetings, which itself belongs to American Greetings Corporation—recently acquired by Elliott Investment Management. The corporate ownership structure has little impact on card quality.

How much should a birthday card cost?

A decent birthday card costs between £2 and £4 in 2026. Budget options start around £1; premium cards reach £6–£10. The recipient rarely notices the price difference—content and presentation matter more.

Are Moonpig cards good quality?

Moonpig cards are printed on standard card stock with quality depending on the specific design. The personalisation features and reliable delivery justify the premium over basic cards, though the physical product itself sits mid-range.

Where can I buy cheap birthday cards online?

Card Factory offers the best combination of low prices and acceptable quality online, with personalised cards from £2.79. Funky Pigeon and Moonpig occasionally run promotions that bring prices below £3.

What's the difference between Hallmark and Carlton Cards?

Hallmark positions at the premium end with heavier card stock and more elaborate finishes. Carlton Cards targets the mid-market with reliable quality at lower prices. Both are owned by American companies (Hallmark Cards Inc. and American Greetings respectively).

Is it worth paying more for premium birthday cards?

For milestone birthdays (18th, 21st, 50th, etc.) or close relationships, premium cards communicate additional effort. For casual occasions—colleagues, acquaintances, obligatory family cards—mid-range options deliver appropriate quality without overspending.

Final Verdict

The best birthday card depends entirely on context. For premium quality without compromise, Hallmark remains unmatched. For the sweet spot of quality and value, Carlton Cards consistently delivers. For budget shopping without embarrassment, Card Factory serves its purpose.

The UK card market offers more variety than most shoppers realise. Supermarket aisles represent only the beginning—specialist retailers, online personalisation, and independent designers provide options for every taste and budget.

What matters most? The message inside. A thoughtful £2 card beats a generic £6 card every time. Select something appropriate to the recipient, write something genuine, and the brand on the back becomes irrelevant.

Compare prices on birthday cards across UK supermarkets with Grocefully to find the best value on your favourite brands.