The Greeting Card Expo to join NY NOW

Posted by Rachel Westall on 2 October 2025

NY NOW has announced the renewal of its strategic partnership with the Greeting Card Association (GCA) to co locate their respective industry leading events in New York City beginning in 2026. The collaboration will debut with GCA’s The Greeting Card Expo taking place within the NY NOW Winter Market, February 1st to 3rd, 2026, at the Javits Centre in New York.

NY NOW structure at the trade show "This partnership brings together the top events in our respective sectors," said Matthew Mathiasen, Show Director of NY NOW. "By aligning with NY NOW, we're creating new opportunities for buyers and exhibitors to connect across complementary product categories. GCA has done remarkable work in making The Greeting Card Expo the go-to destination for the greeting card and stationery community."

Founded in 2019, The Greeting Card Expo is the largest independent gathering of greeting card makers in North America. The event brings together creators, publishers, and retailers to explore new products, spark collaboration, and celebrate the diversity and creativity of the industry.

As part of the agreement, the show will feature a dedicated pavilion within the NY NOW Winter Market show floor. Organisers expect the addition to bring 50 to 70 new exhibitors and boost attendance. The show will also serve as an official judging location for the 37th Annual Louie Awards, GCA's prestigious honors recognizing outstanding greeting card design. Carlos LLansó, Executive Director of the Greeting Card Association said: "This collaboration strengthens our platform and expands our reach, benefiting our members and the wider creative community. We look forward to launching this new chapter together in February."

NY NOW Winter Market 2026 takes place February 1–3, 2026, at the Javits Center in New York City.

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