Do you still buy and send Christmas cards?

By Kaelanne Jordan
mediarelations.camsel@catholictt.org

A local manufacturer and distributor of Hallmark-branded greeting cards has disclosed that the greeting card industry is not experiencing significant growth due to a decline in card sending over the years.

Sean Williams of Williams Hallmark Trinidad attributed this decline to various factors, including slow postal service, rising expenses in mailing and card costs, the effort involved in card purchase, and increased competition from alternative communication methods like WhatsApp, telephone, and Zoom.

Williams noted that today’s society craves “instant gratification”, yet he emphasised that the traditional greeting card has endured despite numerous challenges. He pointed out that the sending patterns have shifted, with a decrease in sales of cards for distant friends and relatives and a rise in hand-delivered cards.

Williams stressed the irreplaceable value of selecting the right card and writing a personal message adding, “Can you imagine sending your spouse an anniversary or birthday card digitally?”

Regarding Christmas cards, he explained that secular cards with generic holiday greetings such as ‘Happy Holidays’ and ‘Seasons Greetings’ have been prevalent, influenced by the North American market’s “that seems afraid to acknowledge that Christmas is about the birth of Christ”.

However, he acknowledged the enduring popularity of religious-themed cards, especially those depicting scenes like the Nativity or images of the Madonna and child are always “best sellers”.

Williams said he was “extremely pleased” by the recent move by the President to send a religious Christmas card, breaking with tradition.

“This in today’s very volatile and easily offended society was a brave move rooted in the conviction that Christmas is about the birth of Christ,” he said.

Williams noted an increased yearning for simpler traditions, particularly among the younger generation, who are also showing interest in environmentally conscious practices, such as using sustainably sourced paper.

“Showing that the paper is sourced via sustainable means does mean something for the environmentally conscious consumer. This is a big issue in the more developed countries but this is gaining traction locally,” he said.

He told The Catholic News that the team at Hallmark Trinidad is required to embrace all the sustainable practices established at the head office, so they follow the same guidelines as any Hallmark plant globally.

Despite the primary customer base being the older generation, Hallmark Trinidad has observed an “inflow of younger consumers.”

Williams affirmed “overall, the industry remains one that will be around for years to come. The end product continues to evolve with new designs and exquisitely made handcrafted cards being very popular. It will be an industry that will survive,” he said.

Selecting the perfect card

The Catholic News interviewed individuals about their perspectives on Christmas cards. Lorne Pickford-Gordon, an 88-year-old, expressed her tradition of purchasing cards for relatives and those who were abroad. She spoke of the importance of the words on the cards as “the words mean how you feel.”

Pickford-Gordon noted a preference for religious-themed images and would particularly purchase cards for Christmas, Easter, and birthdays.

Francois Laurent, aged 75, shared fond memories of going from “store to store” searching for the best card for his wife, Pat.

“She used to do the same to get a special card for me as well. And there were always cards that were written that dealt with Christmas and the love that we shared at Christmas time,” he said.

Laurent said he paid particular attention to the expressions of affection and all the “nice” things that one would wish for a loved one.

“You want to be sure that your message of love is transferred to the other person. It’s not so much about the cost of the card or the brand of the card but the words used to fully express what you feel for that person,” Laurent explained.

With the advent of technology, he asserted that he is still using Christmas cards to send his messages as he’s not too much into technology. “I love really what is said in many of the cards, and I will continue going from store to store to get the ones that I like and what I think Pat will like.”

Digital all the way

This reporter polled some responses from her peers on whether they will be purchasing and sending Christmas cards for their loved one. Here are their views:

“I don’t really do physical Christmas cards anymore. It’s all about the digital greetings for me. Quick and easy.”

“E-cards all the way! You can find some really creative and funny ones online. It’s a great way to express your personality and make someone laugh during the holidays.”

“In the digital age, virtual hugs and holiday wishes work just as well. I send my love through texts, calls, and maybe a cute holiday GIF. It’s the thought that counts!”

“Christmas cards? Nah, I prefer posting heartfelt messages on social media. It’s a free way to spread holiday cheer…”