Moonpig Shares Jump as Subscribers Top 1 Million and AI Stickers Drive Sales
Trading update highlights rising personalization demand; company forecasts mid-single-digit EBITDA growth and up to £60m buyback
Moonpig Group Plc saw its shares rise after an upbeat trading update on Wednesday, with the online greetings and gifting company saying its subscriber base had topped one million and that AI-generated stickers had become a rapid adoption success.
The stock jumped more than 8% in early trade before settling at about 208.50p, up 5.2% on the day. Moonpig said trading in the first months of its financial year was in line with forecasts and that the core Moonpig brand delivered roughly 10% year-on-year revenue growth.
The group reported that around half of its cards now include optional add-ons such as AI-generated stickers, audio or video messages, or personalised handwriting, and that customers were creating two million personalised images a month using the AI stickers. Moonpig said those personalization trends, along with guaranteed delivery and increased gift attachments, had supported growth in average order values.
Moonpig also said its Dutch business, Greetz, had returned to modest year-on-year growth on both a reported and constant currency basis. The company’s subscription services — Moonpig Plus and Greetz Plus — have exceeded one million members, the update said.
The group reiterated guidance that adjusted EBITDA is expected to grow at a mid-single-digit rate for the year and forecast adjusted earnings per share growth of between 8% and 12%. It also said it plans share buybacks of up to £60 million during the year.
Nickyl Raithatha, Moonpig’s chief executive, said the company had made a strong start to the year and pointed to technology, AI and data as enablers for customers to personalise messages and gifts. "AI generated Stickers have quickly become our most widely adopted innovation, with customers now creating two million personalised images every month," Raithatha said in the statement.
The trading update referenced recent trusted-brand launches as contributors to attach-rate growth. Following previous tie-ups with Hotel Chocolat and The Entertainer in fiscal 2025, Moonpig said upcoming launches in flowers and gifting — including Laura Ashley Flowers, Next Flowers and JoJo Maman Bébé — should support sales in peak trading periods such as Christmas, Valentine’s Day and Mother’s Day.
Raithatha announced in June that he plans to step down after seven years as chief executive and is serving a 12-month notice period to ensure succession planning. The comment came alongside the group's annual results released in June, which showed sales growth for the year ended April 30, 2025 fell short of market expectations even as adjusted pre-tax profit rose 16% to £67.5 million versus consensus of about £63.3 million.
Market analysts said Moonpig is benefitting from resilient online demand and a scalable technology platform. Adam Vettese, a market analyst at eToro, said the company is seeing solid growth in revenue and average order value driven by brands and tech investment.
In its update, Moonpig said its combination of market positions, customer retention, profit margins and cash generation put it in a strong position to capitalise on what it described as a long-term structural shift to online gifting and personalised cards. The company will present further detail and discuss the update at its annual general meeting later this week.