The changing face of Christmas Cards
Most of our customers are 50+ in age, so we wondered if and why young people were less committed to sharing their Christmas goodwill with a personalised Christmas card? Infact less that half of those aged between 16-34 bought a season’s greeting card.Preferring to turn to social media to spread festive cheer. However, it seems that those who buy cards favour quality over quantity in their approach. (According to Mintel figures) 51% of those aged 25-34 who buy greetings cards say it is worth paying more for a high-quality card, And while youngsters are less reliable in spreading their festive greetings, sales of Christmas cards continue to rise. According to Mintel research, sales of Christmas cards have risen by 61% in the past five years.
Personalised Christmas cards have more emotional value
It seems that despite the digital world consumers are increasingly elevating the value of physical goods and the emotional attachment to sending and receiving greetings cards through the post. Of those who buy greetings cards, almost four in five
(79%) think that handwritten greetings cards feel more personal than those sent online. Personalising and customised card designs adds value and is more appealing to consumers particularly if it is online, so quick and easy to implement .
Indeed, of the 80% of UK consumers who bought Christmas gifts online said that besides logistical benefits, convenience is crucial and 35% of Brits think prices are cheaper online than in-store.
And Calendars? It seems the trend is somewhat mirrored in the purchase Diaries too…only 35% of those who have bought stationery in the last 12 months* say they prefer to use an online calendar than a paper diary, rising to 44% of those aged 16-24. In contrast 70% of those aged 55+ prefer to usage a paper diary than an online calendar. Whilst many Brits organise their life electronically, there is still a strong trend towards the traditional paper format because it is more personal and reflects more of an emotional attachment.
So whilst the face of Christmas cards is changing, Christmas cards still hold intrinsic emotional value for both sender and recipient . The Christmas card company provides a wide selection of design,s so you can choose the right message personalised to the people you care about, be that family or valued business contacts. What are your thoughts on the changing face of Christmas cards…is it just that young people are less reliable in their habits or is social media taking us over!?
Email your thoughts to; firstname.lastname@example.org