That doesn’t mean consumers are buying the same cards they always have. Greeting card publishers are trying to innovate with cards consumers can customize or fancier cards that don’t feel generic, said Marisa Lifschutz, an analyst at industry research firm IBISWorld. Those items tend to be more profitable for card-makers, though they don’t appear to be leading to growth in the overall industry, which also includes makers of products like calendars and postcards that are facing similar digital competition, she said.