When and Why Australians Give Greeting Cards

Despite the rise of digital communication, the greeting card industry, worldwide remains a multi-billion-dollar market. Australians give greeting cards for a wide variety of reasons and on many occasions. While digital communication is increasingly common, many people however still prefer receiving a tangible card, with some studies showing that a majority of people prefer physical cards over digital ones.

People give cards for a wide range of reasons and on many different occasions. The primary purpose is to express emotions and sentiments that may be difficult to say in person, strengthening social bonds and creating a lasting memory.

Common Occasions:

Major Holidays: This is a huge time for card-giving. Christmas and other winter holidays are a major occasion, with people sending cards to friends, family, and even business contacts. Other popular holidays include Valentine's Day, Mother's Day, and Father's Day.

Life Milestones: Cards are a traditional way to mark significant personal events, such as:

Birthdays (the most popular type of card sold)

Weddings and anniversaries

Graduations

New baby announcements

Retirements

New jobs or promotions

Expressions of Sympathy or Support: A card is a traditional way to offer condolences or to "get well soon" wishes.

"Just Because" Moments: There is a growing trend of sending cards for non-traditional or everyday reasons, often referred to as "thinking of you" cards. These are sent to offer encouragement, sympathy, gratitude, or simply to let someone know you are thinking of them.

Reasons Why Cards Remain Popular:

Personal and Tangible: In a digital world of texts and emails, a physical card feels more personal and thoughtful. It shows that the sender has taken the time and effort to choose and write a message specifically for the recipient.

A Lasting Keepsake: Unlike a fleeting digital message, a physical card can be kept and treasured for years. Many people save cards from loved ones as sentimental mementos of special occasions.

Emotional Expression: Cards provide a medium to express emotions that may be difficult to say in person, such as love, gratitude, or sympathy. The written word can carry a lot of weight and sincerity.

Break from the Digital World: Receiving a physical card in the mail is a welcome change from the constant influx of digital noise and can be a source of unexpected joy.

Part of a Gifting Culture: Australians have a strong culture of thoughtful gifting, and a card is often considered an essential part of the gift itself, adding a personal note to the gesture.

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