“The challenge is to find the public, because it exists. More and more, the public does not come to us; we have to go to them.”
The greeting card industry, and particularly Christian greeting card entrepreneurs in Latvia today, can benefit greatly from this publishing executive’s knowledge. In a market where the greeting card publishing industry as a whole has been slowly declining, the possibility is found in producing high-quality, meaningful items that address the spiritual requirements of a particular audience rather than in mass-market appeal. This book examines the prospects, tactical factors, and doable actions for starting a Christian greeting card business in Latvia in 2026. Here is your road map for starting a business that blends faith, creativity, and commerce, from comprehending the market environment to creating a brand that appeals to Latvian believers.
Part 1: The Latvian Market Landscape
Before designing your first card, it’s essential to understand the market you’re entering. Latvia offers a unique environment for a Christian greeting card business—one with both challenges and distinct opportunities.
Market Size and Trends
The Latvian greeting card and publishing industry operates within a broader market context. According to IBISWorld’s 2025 analysis, the “Other Publishing Activities” industry in Latvia—which includes greeting cards, postcards, and printed matter—generates approximately €11.5 million in annual revenue . The industry includes around 172 businesses, with no single company holding more than 5% market share—meaning the market is highly fragmented with room for new, specialized entrants .
The gifts retailing market in Latvia, which encompasses greeting cards as a key category, continues to show resilience. Analysts track this market across several product segments, with greeting cards maintaining their place alongside souvenirs, seasonal decorations, and giftware .
Challenges to Anticipate
The greeting card publishing industry in Latvia has been experiencing a -0.9% annual revenue growth and a -3.8% CAGR decline over the past five years . This decline reflects global trends—the shift toward digital communication has affected traditional greeting card sales everywhere.
However, there’s an important nuance: while the mass-market greeting card sector is shrinking, the market for specialty, high-quality, and niche cards remains robust. Consumers are increasingly seeking cards that feel personal, meaningful, and artisanal—qualities that a well-executed Christian greeting card brand can deliver.
The Opportunity: Niche Specialization
The fragmented nature of the Latvian market means there’s no dominant Christian greeting card player. Global brands like Dayspring and Christian Art Greetings are available through international shipping, but they don’t have a significant physical or localized presence in Latvia . This creates a gap that a locally-rooted brand can fill.
The major players in the broader Latvian greeting card market include Agapics, a Finnish-owned company that holds the Hallmark license for the Baltic region and collaborates with local designers . While Agapics carries some religious and inspirational products, their catalog is broad and not exclusively focused on Christian content. This leaves room for a brand dedicated specifically to Christian themes, biblical verses, and faith-based messaging.
Part 2: Understanding the Christian Greeting Card Industry
Global Context and Inspiration
The Christian greeting card industry globally is anchored by established players like Christian Art Greetings, founded in 1978 and now a subsidiary of Hallmark (through its Dayspring acquisition) . Dayspring itself has been a leader in faith-based greeting cards since 1971 .
What makes these brands successful?
- Quality production: High-quality materials, thoughtful design, and attention to detail
- Scriptural authenticity: Carefully selected Bible verses and theologically sound messaging
- Emotional resonance: Cards that touch the heart and express genuine sentiment
- Broad distribution: Availability through multiple channels—Christian bookstores, online marketplaces, and gift shops
Brands like Drawn to Faith have found success by expanding beyond cards into religious artwork, accessories, and home decor—creating a full product ecosystem around their core mission .
The Hallmark Connection in the Baltics
Agapics (formerly Paletti) serves as the official Hallmark representative in Latvia, Estonia, Lithuania, and Finland . Founded in 1991, this family-owned company has grown to employ 51-200 people and collaborates with local artists and designers to create products that resonate with regional audiences .
Key lessons from Agapics:
- Local partnerships: Working with local artists creates authentic, regionally-relevant designs
- Licensing relationships: Hallmark’s global reach combined with local execution
- Product diversification: Moving beyond cards into gift wraps, party decor, and craft supplies
- Digital innovation: Exploring new ways for people to share feelings in the digital era
Part 3: Building Your Christian Greeting Card Brand
Step 1: Define Your Mission and Niche
Before creating products, clarify your purpose. A clear mission guides everything from design choices to marketing strategy.
Questions to answer:
- What is your spiritual calling as a business?
- Who is your primary audience? (Practicing Christians, seekers, gift-givers?)
- What occasions will you focus on? (Christmas, Easter, baptisms, confirmations, everyday encouragement?)
- Will you create only greeting cards, or will you expand into other products?
Consider the approach of Art Gifts Christian, which started in 1973 with a small collection of bookmarks and expanded over decades into a full range of products . Starting focused allows you to build quality and reputation before diversifying.
Step 2: Develop Your Product Line
Based on successful Christian greeting card brands, here are the key product categories to consider:
| Product Category | Target Occasion | Key Considerations |
|---|---|---|
| Everyday Encouragement Cards | “Thinking of you,” “Praying for you,” encouragement | Popular with individual buyers and church gift shops |
| Seasonal Cards | Christmas, Easter, Advent | Highest volume sales periods |
| Sacramental Cards | Baptism, First Communion, Confirmation | Latvian Catholic traditions create steady demand |
| Sympathy and Comfort Cards | Loss, grief, illness | Deeply meaningful; high emotional value |
| Thank You Cards | General gratitude, church volunteers | Useful for both individuals and churches |
| Art Prints and Bookmarks | Companion products | Lower price point; good for impulse purchases |
Step 3: Choose Your Production Approach
You have several options for how your cards will be produced:
| Approach | Pros | Cons |
|---|---|---|
| In-house design + local printing | Full creative control; supports local economy | Requires design expertise; higher minimum runs |
| Collaboration with local artists | Authentic Latvian aesthetic; artist relationships | Artist management; shared revenue models |
| Licensed designs from international partners | Access to proven artwork; faster to market | Licensing fees; less unique brand identity |
Many successful greeting card publishers use a hybrid approach—creating original designs in-house while also collaborating with local artists and occasionally licensing from larger partners .
Step 4: Establish Your Legal and Business Structure
Register your business with the Latvian Enterprise Register. Options include:
- Individual merchant (individuālais komersants) : Simple structure, personal liability
- Limited liability company (SIA) : Separate legal entity, higher setup costs
- Micro-enterprise tax regime: Reduced tax burden for small businesses meeting specific criteria
Consult with a Latvian accountant (grāmatvedis) to determine the best structure for your situation.
Step 5: Secure an ISBN or Publisher Identifier
While greeting cards don’t always require ISBNs, if you plan to create booklets, devotional cards, or printed materials that function as published works, you’ll need to register with the National Library of Latvia for an ISBN publisher prefix.
Part 4: Marketing and Distribution Channels
Physical Distribution
| Channel | Strategy |
|---|---|
| Christian bookstores | Partner with local Christian retailers; consider consignment arrangements |
| Catholic gift shops | Latvia’s Catholic heritage makes these natural partners |
| Church kiosks and book tables | Many Latvian churches sell religious materials after services |
| Tourist gift shops | In Riga and other tourist destinations, cards with Latvian Christian heritage appeal to visitors |
| Artisan markets | Riga’s central market and seasonal fairs provide retail opportunities |
Digital Presence
In 2026, a strong digital presence is essential:
- E-commerce website: Your central hub for direct sales
- Social media: Instagram is essential for visual products; Facebook reaches older demographics
- Email newsletter: Build relationships with repeat customers
- Marketplaces: Consider listing on Ubuy.lv and other Latvian online platforms that serve international customers
Church and Community Engagement
One of the most effective ways to reach your audience is through existing Christian communities:
- Partner with local churches for confirmation and first communion gift promotions
- Participate in church bazaars and festivals
- Create custom cards for church events and ministries
- Offer bulk discounts for church bookstores and gift shops
Events as Marketing
As the publishing executive noted, the public doesn’t always come to you—you have to go to them . Consider:
- Pop-up shops at Christian conferences
- Workshops on card-making or spiritual journaling
- Collaborative events with local artists
- Christmas and Easter markets
Part 5: Financial Considerations
Startup Costs (Estimated)
| Expense Category | Estimated Range (EUR) |
|---|---|
| Business registration | 100–500 |
| Initial card design and artwork | 500–3,000 |
| Printing (first run, 10 designs × 200 cards) | 500–1,500 |
| Website and branding | 300–2,000 |
| Packaging and materials | 200–500 |
| Initial marketing | 200–1,000 |
| Total | 1,800–8,500 |
Revenue Streams
| Source | Potential | Notes |
|---|---|---|
| Direct retail (your website/booth) | Highest margins | Build relationships with repeat customers |
| Wholesale to shops | Lower margins | Steady, predictable orders |
| Church and event sales | Moderate | Volume sales with minimal marketing cost |
| Custom commissions | High margins | Personalized cards for weddings, baptisms, etc. |
| International shipping | Variable | Access to Latvian diaspora markets |
Part 6: Lessons from Success Stories
Christian Art Greetings: 40+ Years of Faith-Focused Card Publishing
Founded in 1978, this family business grew from a small Missouri operation into a nationally recognized brand, later acquired by Hallmark subsidiary DaySpring . Their success demonstrates that Christian greeting cards can have lasting appeal when they combine:
- Biblical authenticity
- Quality production
- Wide distribution channels
- Consistent branding
Agapics: Local Roots, International Reach
The Hallmark representative for the Baltics has shown how a greeting card business can thrive by:
- Holding strong licensing relationships
- Collaborating with local artists
- Diversifying beyond cards into gift wraps and party supplies
- Innovating for the digital era
Drawn to Faith: The Power of Art and Accessories
This brand expanded from core cards into artwork, home decor, and accessories, creating a complete ecosystem around their faith-based mission . Their approach shows the value of offering complementary products that reinforce your brand identity.
Part 7: Faith at the Center
Your Christian greeting card company is not just a business—it’s a ministry. Consider:
- Praying over your products: Asking God to use your cards to encourage, comfort, and inspire
- Including Scripture: Selecting Bible verses thoughtfully and accurately
- Building relationships with churches: Serving the local Christian community
- Tithing or giving: Supporting Christian causes with a portion of profits
As Christian Art Greetings states in their mission: they aim to create cards that “touch people’s hearts and spread God’s word” . This mission-oriented approach resonates with customers and gives your work deeper meaning.
Conclusion: Your Call to Create
Launching a Christian greeting card company in Latvia is an opportunity to combine faith, creativity, and entrepreneurship in a meaningful way. While the overall greeting card market faces headwinds, the demand for authentic, high-quality, faith-based products remains strong.
The Latvian market is fragmented, with no dominant Christian greeting card player. This is your opportunity to fill that gap—creating cards that celebrate baptisms, comfort the grieving, encourage the struggling, and proclaim the hope of the gospel.
Your journey begins with a single card—a message, a design, a prayer—crafted with excellence and offered to a world hungry for encouragement.