The tradition of sending physical New Year's cards is fading fast, with digital messages becoming the norm for many people today. This shift, shaped by technological advancements and changing social preferences, has led to the near disappearance of what was once deemed a festive staple.
Once vibrant, the marketplace for New Year's cards is now subdued. Young people, seeking quick and easy alternatives, often opt for text messages or digital greetings filled with festive emoticons. Value and nostalgia are now reflected only occasionally, and the physical greeting cards rarely find their way under the Christmas tree as they once did.
According to citizens of Skopje, there was excitement surrounding the arrival of these cards. "I haven't sent greeting cards for years, but I would like to. I don't know where they are sold," lamented Gordana from Skopje. She reflects the sentiment of many who once cherished the simple joy of receiving and sending holiday wishes on paper.
Graphic designer Elisaveta also noted the change. "When I was younger, I even drew them by hand and decorated them to my taste. Now I haven't done it for years, nor do I expect others to congratulate me this way," she said. Her memories highlight the personal touch many used to associate with card-sending, which technology has now simplified away.
Despite this decline, there are modest collections of paper greeting cards still available for purchase. Prices range from 30 to 150 denars, typically adorned with festive decorations. Yet, as reported by "Sloboden Pechat," the selection has dwindled significantly. The traditional stalls once found around Skopje have mostly vanished, replaced by modern pop-up shops.
Some postal workers express mixed feelings about the current state of New Year’s cards. According to one unnamed postal service employee, "There is evidence the tradition is slowly coming back. We see increased shipments during December and January, especially for New Year's and Christmas greetings." Although this uptick seems promising, they acknowledged it’s nothing compared to the volume from decades ago.
The history of greeting cards is well chronicled. The earliest Christmas cards dating back to the Middle Ages were expensive, elaborately crafted items for the elite. It was only later, thanks to innovations during the industrial revolution, including the Penny Post introduced by Parliament, which made sending cards more accessible, igniting the Christmas card craze of the 19th century.
Sir Henry Cole is credited with sending the first commercial Christmas card in 1843, featuring joyous imagery of family togetherness. The card's designs were heavily influenced by older traditions celebrating Christmas hospitality—families and friends visiting each other’s homes. Today’s cards included these visuals as “paper visitors,” which allowed for the representation of care and connectedness during the busy holiday season.
While some companies still maintain the custom of sending branded greeting cards, for most individuals, the convenience of sending digital messages has become predominant. Many seem to have accepted this shift, emphasizing quick communication over the sentimental touch of handwritten notes. The transition from physical cards to digital cards raises questions about what is lost and gained.
Despite efforts made by postal services to encourage greeting card exchanges, the trend seems to favor digital methods. Four years ago, one postal service attempted to revive the New Year’s card tradition by printing retro-style greeting cards. The initiative, intended to rekindle the old ways, has not since been followed up with similar campaigns.
The evolution of the art of greeting cards reflects broader societal changes. People have altered their methods of communication, resulting in the slow disappearance of physical cards marking personal celebrations. The charms of once-cherished practices fade as newer generations embrace connectivity enabled by technology.
While the tradition of sending New Year’s cards may remain alive only through sporadic corporate gestures, the reality remains: many now prefer quick digital interactions. Perhaps the nostalgic appeal of greeting cards will inspire future generations, but for now, the personal touch of pen on paper may be overshadowed by taps on screens.
