Why Bother with Birthday Cards?

Back to Expert Advice

According to two recent research reports, Americans are spending less on greeting cards. The two biggest card companies, Hallmark and American Greetings, saw their sales decline in 2005, while Paramount, the third-largest (and oldest) card company in the US, went out of business in July 2006.

So why, in an age of e-cards and text messaging, should you bother with an old-fashioned paper birthday card? Because it will make your greeting more memorable.

• The average American gets 20 cards per year; six or seven of them are birthday cards. That same person gets 32 emails per day. More than 80% of them are junk.

• A birthday card with a handwritten note gives you a chance to make a personal connection. It also allows you to put a bit of your own style and creativity into a business or business-personal relationship.

• Many people keep and even display birthday cards for several days after their birthdays. A quality card looks much better on a mantle or cubicle wall than an email printout.

• People still look forward to receiving personal letters and cards in the mail. An envelope with a hand-written address is usually the first item in the pile to get opened and read.

The last time you got a birthday card with a handwritten note, you probably smiled. Keep a supply of birthday cards on hand and be ready to make someone else smile -- and think of you.

Sources for statistics
The research reports referred to are a January 2005 report published by Mintel International Group and an October 2005 report from Unity Marketing. Both project declining sales in greeting cards. (Down 9.7% by 2009 according to Mintel). Statistics on the number of cards received per year are published by the Greeting Card Association. Statistics on the number of emails received were published July 15, 2006 by The (London) Times Online.