Christmas Cards

CHRISTMAS 2009

Each day from now until Christmas day one article will be devoted to a subject connected with Christmas. Today we take a look at Christmas cards.

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Many businesses, from small local businesses to multi-national enterprises send Christmas cards to the people on their customer lists, as a way to develop general goodwill, retain brand awareness and reinforce social networks. These cards are almost always discrete and secular in design, and do not attempt to sell a product, limiting themselves to mentioning the name of the business. The practice harkens back to trade cards of the 18th century, an ancestor of the modern Christmas card.A Christmas card is a greeting card sent as part of the traditional celebration of Christmas in order to convey between people a range of sentiments related to the Christmas season. Christmas cards are usually exchanged during the weeks preceding Christmas day on December 25 by many people (including non-Christians) in Western society and in Asia. The traditional greeting reads "wishing you a Merry Christmas and a Happy New Year". There are innumerable variations on this greeting, many cards expressing more religious sentiment, or containing a poem, prayer or Biblical verse; others stay away from religion with an all-inclusive "Season's greetings".
A Christmas card is generally commercially designed and purchased for the occasion. The content of the design might relate directly to the Christmas narrative with depictions of the Nativity of Jesus, or have Christian symbols such as the Star of Bethlehem or a white dove representing both the Holy Spirit and Peace. Many Christmas cards are secular and show Christmas traditions such as Santa Claus, objects associated with Christmas such as candles, holly and baubles, and Christmastime activities such as shopping and partying, or other aspects of the season such as the snow and wildlife of the northern winter. Some secular cards depict nostalgic scenes of the past such as crinolined shoppers in 19th century streetscapes; others are humorous, particularly in depicting the antics of Santa and his retinue.
The first commercial Christmas cards (see picture below) were commissioned by Sir Henry Cole in London, 1843, and featured an illustration by John Callcott Horsley. The picture, of a family with a small child drinking wine together, proved controversial, but the idea was shrewd: Cole had helped introduce the Penny Post three years earlier. Two batches totaling 2050 cards were printed and sold that year for a shilling each.
Early English cards rarely showed winter or religious themes, instead favoring flowers, fairies and other fanciful designs that reminded the recipient of the approach of spring. Humorous and sentimental images of children and animals were popular, as were increasingly elaborate shapes, decorations and materials. In 1875 Louis Prang became the first printer to offer cards in America, though the popularity of his cards led to cheap imitations that eventually drove him from the market. The advent of the postcard spelled the end for elaborate Victorian-style cards, but by the 1920s, cards with envelopes had returned.
The production of Christmas cards was, throughout the 20th century, a profitable business for many stationery manufacturers, with the design of cards continually evolving with changing tastes and printing techniques. The World Wars brought cards with patriotic themes. Idiosyncratic "studio cards" with cartoon illustrations and sometimes risque humor caught on in the 1950s. Nostalgic, sentimental, and religious images have continued in popularity, and, in the 21st century, reproductions of Victorian and Edwardian cards are easy to obtain. Modern Christmas cards can be bought individually but are also sold in packs of the same or varied designs.In recent decades changes in technology may be responsible for the decline of the Christmas card. The estimated number of cards received by American households dropped from 29 in 1987 to 20 in 2004. Email and telephones allow for more frequent contact and are easier for generations raised without handwritten letters - especially given the availability of websites offering free email Christmas cards. Despite the decline, 1.9 billion cards were sent in the U.S. in 2005 alone. Some card manufacturers, such as Hallmark, now provide E-cards.
Official" Christmas cards began with Queen Victoria in the 1840s. The British royal families cards are generally portraits reflecting significant personal events of the year. In 1953, U.S. President Dwight D. Eisenhower issued the first official White House card. The cards usually depict White House scenes as rendered by prominent American artists. The number of recipients has snowballed over the decades, from just 2000 in 1961 to 1.4 million in 2005.