Greeting Card Association data reveals that the British spend significantly more on greetings cards than any other nation, a total of over £1.5 billion per annum, with 94 per cent of the population buying into the sector. Despite the advance of digital communications, greetings cards are still big business in the UK.

Clearly, we still value tangible objects over transitory digital greetings. E-cards are a compromise, and some of them are very ingenious, incorporating clever animation, but recipients will never quite shake off the feeling that they have been sent as a last-minute gesture (perhaps the vital posting date was forgotten) and may also have been deployed to avoid rising postal costs.

Physical cards are demonstrable proof that an effort has been made – from selecting the card to writing the message, finding the address, buying the stamp and posting it. They are also objects that can be displayed on a windowsill or mantlepiece, prolonging the pleasure they give, and can even be retained as a keepsake.

Given that we all appear to be supportive of the notion of greetings cards, we should also be aware of the following considerations:

Would a Letter be Better?

Greeting cards are an excellent gesture on many occasions, but there are times when they are used as a lazy shorthand to convey complex messages.

If, for example, you are sending condolences following a bereavement, it is tempting to grab a ‘With Sympathy’ card off the rack. But this generic message, while it is certainly better than nothing, will be nowhere near as memorable as a handwritten letter of condolence, in which you talk about the deceased, share some memories, or mention ways in which they had an impact on your own life. In these circumstances, a card is a short cut, and a letter would always be preferable.

If you are sending the card as a thank you, for greetings or hospitality, beware the temptation of allowing the generic message to do the heavy lifting. It is fine to send a card, but only if you are prepared to write a short note of thanks inside – this should always incorporate a specific comment about the gift or hospitality, for example a reference to the excellent dinner and congenial company or a short sentence about how you plan to use or enjoy the gift. Merely saying ‘thank you’ is not good enough.  

Is the Card Appropriate?

There is a vast choice of cards available these days, and the act of choosing a card has hence become charged with significance. You could, of course, go for the safest option and choose a bland image of flowers or animals, or a reproduction of a much-loved, and frequently reproduced, painting, such as John Constable’s The Haywain. These cards are perfectly inoffensive, but the recipient might feel that not much attention has been paid to their individual tastes and personality.

Many people find the safest option is to choose a card that reflects some facet of the recipient’s personality or lifestyle. If they are a dog-lover or golf fanatic, for example, there are plenty of cards out there that will reflect these passions. Choosing a card that chimes with their tastes and interests introduces a gratifying level of personalisation.

If you are using your greeting card to actively engage with the recipient and make them laugh, then you might be moving into more dangerous territory. There are millions of humorous cards produced every year, and they range from the subtle to the abusive and obscene. Sending cards at the latter end of this spectrum inevitably requires careful consideration. How well do you know the recipient? Do you understand their sense of humour? Are they sensitive or easily upset? Do they come from an older, more easily shocked, generation? Is the message the card sends open to damaging misinterpretation?

The last thing we want to do is to send a poisonous missive in the post under the mistaken impression that it will cause hilarity and appreciation. As with giving presents, it is vital when selecting cards not to purchase items on the grounds that you would choose them for yourself. While you may find them amusingly provocative, spare a thought for the recipient. Tailor your choice to a careful understanding of their taste and personality.

Are Home-Made Cards Acceptable?

Cards that incorporate your own artwork or photography are often even more appreciated than shop-bought alternatives. They demonstrate that you have gone to a great deal of trouble and the amount of effort you have made generally correlates with recipient satisfaction.

However, be wary about sending photographs of yourself or your family. With the exception of pictures of small children, designed to be sent to doting members of the immediate family, photographs of family groups or individuals have a tendency to look like self-promotion and ­– unless they are engaged in an amusing or self-mocking situation – can come across as smug and self-satisfied. After all, the card is about the recipient not the sender.

Are You Postbox Ready?

Unless you are handing over the card in person, ensure that the envelope is handwritten (avoid printed labels) and stamped. If a card has been put through an office franking machine it looks like you have taken an easy option, and the whole point of sending cards is that you have made an effort. It will be much appreciated.