Holiday cards with a recession twist

Like it or not, the holiday season is upon us.  Given the current economic climate, the typical hustle and bustle that is frequently associated with this time of year may not be as intense as years past.  A recent article on holiday cards grabbed my attention because it described a new genre of cards emerging that embrace a “recession-theme.”  Huh?

Hallmark actually released 25 recession-themed cards this year.  For example, one card depicts a small Christmas tree with three presents underneath it and says, “We don’t have to have a lot to have everything.”  I guess there really is a card for almost every occasion, although I’m not sure the recession is one “occasion” people want to be intentionally reminded of during the holidays.  On the other hand, it is perhaps a clever business decision to explore this potential genre but with a sense of caution.  With this recession-theme, do you take a humorous approach or a more somber one?  Perhaps both?  A product manager for Hallmark’s holiday-card division explains that the card options this year are not “sugarcoated or idealistic.”  Hmm, that’s one way to view the holidays, right?

Another holiday-card designer, Order of St. Nick, actually has a “Depressing Times” section.  Really?  One card from this collection has a woman on the front cover wrapping a gift and exclaiming, “I made you a Christmas present!”  The inside message reads, “But I had to burn it in a trashcan to stay warm.”  Uh, there’s some holiday humor for you … sort of.  I would consider myself a card-person (those of the “just because” variety in particular), but I don’t know think the “Depressing Times” selection would appeal to me when it comes to sending holiday cards.  American Greetings seems to feel somewhat the same.  A spokesman for the company explains that, “Our cards don’t specifically call out negative or challenging times. [...] It’s a time of year when people can embrace their relationships and focus on the other people in their lives that give them strength throughout the year.”  I tend to agree.

Whether recession-themed cards are incorporated or not, the greeting card industry is surprisingly steady.  The Greeting Card Association estimates that stores will sell 2 million holiday cards this year and, given our current economy, card sending is still popular.  I know I partake in my fair share of traditional card sending — e-cards not included.  But, I think I may stay away from the recession reminders for now.

~

Photo by Tom Taylor, used under a Creative Commons license.