Christmas Cards have lasted the test of time. They’ve faced the growing online gift giving age and still remained a strong favourite of consumers for the festive season. Consumers are willing to spend more money on Christmas cards. They are choosing fancier, more expensive cards and creating their own cards of friends and family.
According to the Royal Mail Group, over 1.13 billion Christmas cards are bought each year in the UK, which includes tech-savvy youngsters who are still keen on purchasing or creating their own cards. The Royal Mail Group also conducted a survey of people receiving Christmas cards. Over 80% of respondents preferring to receive Christmas cards than any other form of e-message.
The Royal Mail Group’s surveys have found that a younger audience are responding to Christmas cards more than older audiences. Despite digital being popular with younger generations, it’s been found that 18-24 year olds prefer receiving a physical Christmas Card. They are also more likely to create their own cards, with 34% of 18-24 year olds surveyed making cards.
Sales are growing
According to the Telegraph, UK consumers spent £15 million more on Christmas cards in 2016 compared to Christmas 2015. Sharon Little, Chief Executive of the Greeting Cards Association said: “People are sending slightly fewer cards. But consumers are spending more on the ones they do send to family and close friends. Cards are the one area of print that have remained resilient to digital.”
The trend for more expensive and personalised cards
Consumers are choosing to spend more money on personalised and high-end designed cards for their friends and family. Festive cards in Harrods retail for as much as £24.95 for a pack of six. Consumers are choosing personalised, handwritten messages on cards that look nice enough to be used as Christmas decorations. Sharon Little told the telegraph: “A Christmas card can be hung up and re-read over the festive period. This brightens up a house in a way an easily deleted email can’t”.