UK greeting card company Moonpig made over £370 million last year – and it collects more customer data every day than its entire industry combined
Key Points
- Moonpig collects 2x more data daily than rest of card market combined
- Occasion reminders database up 11.2% to 113 million
- Group revenue up 6.5% to £373.0m; adjusted EPS up 19.5% to 18.0p
- 89.4% of Moonpig and Greetz revenue from existing customers
- Creative features used in 31m cards, up 102% year-on-year
Moonpig Group collects more than twice as much customer data every day as the rest of the greeting card market combined, the company said as it reported full-year results on Thursday (25 June).
The disclosure came from Andy MacKinnon, chief financial officer, who described the data advantage as a core part of the company’s competitive position in results for the year ended 30 April.
MacKinnon said the volume of data gathered daily exceeded that of the rest of the market combined, deepening what the company called a structural moat.
Moonpig’s database of customer occasion reminders rose 11.2% year-on-year to 113 million, up from 101 million at 30 April 2025.
The company said around 40% of orders are now placed within seven days of a customer receiving an occasion reminder. Combined Moonpig Plus and Greetz Plus memberships increased 29.3% to 1.2 million, with Plus members accounting for around a quarter of Moonpig orders.
The company reported that 89.4% of revenue at its Moonpig and Greetz brands came from existing customers, those who had made a purchase before the start of the financial year, up from 87.4% a year earlier. Active customers across the two brands rose 2.8% to 12.3 million.
Group revenue increased 6.5% to £373.0 million. Adjusted EBITDA rose 8.1% to £104.6 million and adjusted earnings per share increased 19.5% to 18.0 pence.
Reported profit before taxation was £68.9 million, against £3.0 million the previous year, a movement driven largely by the absence of a £56.7 million goodwill impairment booked against the Experiences division in the prior period.
Moonpig said it applies its data assets at an individual customer level to deliver recommendations across the customer journey, and is moving from recommendations based on the behaviour of customers viewing similar card designs towards personalisation tailored to individual purchase history.
The company now holds more than 40,000 card designs across Moonpig and Greetz.
The company also reported growth in its technology features. Creative tools, including video messages and AI stickers, were used in 31 million greeting cards during the year, an increase of 102%.
During the period Moonpig launched Face Swap, which merges a face from a customer’s photo into a greeting card image, alongside dynamic card galleries that update editable designs in real time based on customer selections.
Catherine Faiers, Chief Executive, who joined the company in March 2026, said the combination of trusted brands, proprietary customer data and operational capabilities gave the group a foundation to deepen customer relationships.
Faiers said most customers currently use Moonpig for only a small proportion of the occasions they celebrate each year.
The company proposed a 25% increase in its total dividend for the year to 3.75 pence per share and completed £60 million of share buybacks, with the intention to repurchase up to £65 million during FY27.
Moonpig said trading since the start of the new financial year had been in line with expectations and that its guidance for FY27 was unchanged.
