The greeting card industry has spent decades teaching consumers that they need to find the perfect card to express their sentiments. Entire generations have been trained to believe that they are incapable of speaking — or at least writing — for themselves and that anything they have to say to a loved one can best be summed up by a brief message or poem in an appropriately designed and illustrated card.
This is not to knock the cards themselves. As social convenience, greeting cards play an important role in modern culture. For those who are being raised on status updates and wall messages, the arrival of a physical card via mail is an event. It sends a message that someone cares enough to physically go and find a card that expresses a message and then takes even more time to sign, address, affix postage, and actually mail it It’s all to easy to dash off a note while doing twenty other things on a social media site. A physical greeting card shows effort was made.
Luckily, there are still plenty of occasions when people make the effort to choose and present a physical card. Valentine’s Day, Mothers Day, and birthdays are common times and many people still send out holiday cards. At the same time business birthday cards are passed around the office before everyone gathers for cake in the break room. Get Well Soon cards also tend to be group affairs. This doesn’t diminish the fact that instead of sending a group email, people took the time to choose and hand around a card, while keeping it secret from the recipient. Again sending a message that they are willing to put in some effort to brighten someone’s day.