Traditional card holds forte despite rise in tech usage

Sale of traditional paper greeting cards remains high in festive seasons despite a rise in e-cards, a spot check in Dubai shows.

An official of Gulf Greetings LLC, the top retailer of gift items and greeting cards in the Middle East says the rise in technology marvels like Twitter, Facebook or even phone SMSs does not mean death to paper cards.

“Contrary to expectation, the popularity of traditional Christmas cards is not dwindling. Based on all of the data we have recorded since Eid, Diwali and now Christmas card sales, we’re actually seeing an increase in the number of people reverting back to sending paper cards,” said Ann Dechavannes a Manager at Gulf Greetings.

Gulf Greetings is also the sole distributer of the famous US Hallmark cards, in the Middle East region.

Free Facebook and Twitter posts

Whereas buying a season’s greeting card could cost up to Dh25, a Facebook post, Twitter post or an e-card would be free, or the sender would just incur insignificant cost for Internet use. According to Greeting Card Association, an estimated 2 billion cards are sent each year, with Christmas being the highest card-sending season for many people.

“Traditional card-sending in the UAE has remained relatively steady over the last five years, with minor fluctuations in sales often related to other reasons like expats’ busy schedules in buying and sending cards, rather than the rise in technological usage,” Dechavannes adds.

To keep cards more appealing to customers, card makers have often jazzed them up using ‘technology’ such as musicals or even adding LED (Light Emitting Diodes) that send out flashy lights when opened. A ‘jazzed up’ card is retailing for about Dh75-120 at several gift shops in Deira, Dubai. Hallmark also is adding the personal touch with its DVD Greetings.

These are cards that come with an access code to an online template that people can use to create DVDs featuring animations, music and their own pictures and captions. DVD Greetings cost Dh60 apiece, with each box containing four cards and DVDs.

Hallmark spokeswoman Deidre Mize says E-cards have “been around for quite a while, but they are basically considered “a supplement for traditional greeting cards.”

“Most people will either keep their Christmas cards or display them and that’s not possible to do with e-cards,” she said.

The recession effect

At a Gulf Greetings outlet located on Al Wasl road in Dubai, 65-year-old Sue Thompson was meticulously searching through a chest of neatly arranged cards.

“I use internet most of the times but I would never send e-cards to friends and family,” she says, adding “traditional cards can be kept for many years and are also a sign of respect, love and appreciation.”

“Call me old-fashioned but I know many people still cherish these cards as they are tangible and long lasting,” Thomson says with a rather convincing tone. For Maurice Masood however, it’s a different story. Masood who’s originally from Chennai, India, prefers indulging in technological marvels as “this mode helps me reach a large number of my friends within the click of a button.”

A posting on his Facebook wall and sent to about 150 ‘friends’, reads: “I wish you, your family and friends in Chennai and Dubai every success in all you do and an enjoyable festive season. Merry Christmas and a Happy 2010. P.S Do not over indulge.” Out of the 150 contacts he had sent to, about 77 people responded back within record span of 30 minutes.

Similarly, for many years Lebanese Abraham Khalichien has been a fan of the old traditional card but due to the recession currently sweeping across the globe, this year he has chosen to go the frugal way.

“I’ve started sending Christmas e-cards because they are cheaper and more convenient,” said Khalichien.

“However, I only buy and send greeting cards to family members in Lebanon. I can’t buy cards for my friends,” he added. Messages in some of Hallmark’s cards this year have gone economic ‘trendy’ with phrases like: “We realise this has been a very difficult year, but the most important thing is that we have friends and family around us,” one reads.

In many households greeting cards are treasured and are normally displayed conspicuously at the fireplace, on Christmas Trees or on special table tops, where family members or even guests could reach for it at anytime. However, a similar message on Facebook, Twitter or email can be deleted at the touch of a button. That is why sending and receiving greeting cards is a tradition that will not be dying very soon.

“SMS’s, Facebook, Twitter posts could never replace the heartfelt magic of traditional greeting card – the short message inside,” Sue Thompson told me as she wheeled away a tiny cart-full of cards and gifts to send to her family and friends in the UK.