Why We Give Greeting Cards: The History of Modern Rituals

A Multibillion-Dollar Tradition

Americans purchase approximately 6.5 billion greeting cards each year, spending over $7 billion. But why do we persist in this practice when we could simply send a text or email?

The Ancient Origins

The tradition of sending greetings isn’t new:

Ancient Egypt and China

People exchanged messages of goodwill on papyrus and decorative paper as early as 3000 BCE.

Medieval Europe

Handmade paper cards became popular among the wealthy in 15th-century Europe, often adorned with elaborate decorations.

The First Valentine

The oldest known valentine still in existence was a poem written by Charles, Duke of Orleans, to his wife in 1415 while he was imprisoned in the Tower of London.

The Industrial Revolution Changes Everything

The modern greeting card industry began with technological advances:

1840s: The Penny Post

Britain’s postal reform made sending cards affordable for the middle class. This coincided with advances in color printing.

1850s: Louis Prang

The “father of the American Christmas card” began mass-producing cards in 1875, making them accessible to everyone.

1910s: Hall Brothers (Hallmark)

Joyce Clyde Hall started selling postcards from his Kansas City shop, eventually building the Hallmark empire we know today.

The Psychology of Card-Giving

Why do we still buy physical cards in the digital age?

Tangibility Matters

A physical card creates a lasting artifact. It can be displayed, saved, and revisited—unlike a fleeting digital message.

Effort Signals Care

The act of going to a store, choosing a card, writing a message, and mailing it demonstrates investment in the relationship. This effort itself communicates value.

Social Obligation and Tradition

We give cards because we received them. The practice is self-perpetuating through social norms and expectations.

The “Keepsake Effect”

People rarely throw away greeting cards immediately. Many keep special cards for years or even decades, making them powerful emotional anchors.

The Categories of Occasions

The greeting card industry has identified and created markets for countless occasions:

Traditional:

• Birthdays
• Holidays (Christmas, Hanukkah, etc.)
• Anniversaries
• Sympathy

Modern Additions:

• Graduation
• New job
• New home
• Divorce (yes, really!)
• Pet sympathy
• “Thinking of you”

The Digital Disruption

E-cards emerged in the late 1990s as a potential industry disruptor, but physical cards have persisted because:

1. Generational preferences: Older generations strongly prefer physical cards
2. Gift card holders: Physical cards often serve as delivery mechanisms for gift cards
3. Special occasions: Major life events still call for tangible cards
4. Quality perception: Physical cards are perceived as more thoughtful

The Future of Greeting Cards

The industry is adapting:

• Augmented reality cards that animate when viewed through a smartphone
• Personalized photo cards that can be customized online and printed on demand
• Hybrid approaches that combine physical cards with digital extras
• Subscription services that automatically send cards on behalf of busy people

Why It Matters

Greeting cards represent something deeper than commerce—they’re artifacts of human connection. In an increasingly digital world, the deliberate act of selecting and sending a physical card has become more, not less, meaningful.

Conclusion

The greeting card tradition endures because it fulfills fundamental human needs: to connect, to commemorate, and to demonstrate care through effort. Whether this tradition will exist in 50 years remains to be seen, but for now, it’s a ritual that continues to bring joy to millions of people worldwide.

Next time you pick out a birthday card, remember: you’re participating in a tradition that stretches back millennia, even if the modern version only dates to the Victorian era.