Today a couple of our local news stations featured stories about the steep decline in greeting card sales, 5% per year, year after year. The headline read, "Holiday sales can't save greeting cards." It's something all of us in the industry have known for a long time, as cards have been on a slow decline for 25 years. It's sad in a couple of ways: the first being that despite all my talented colleagues, the company wasn't able to muster a visionary strategy to change that trajectory.
The other sad thing is that I miss sending cards, and especially receiving cards, around Christmas. Here we are on December 15 and I have received 5. When I started at Hallmark I had 100 by now.
I didn't send them this year for the first time—it's a lot of work, and a lot of expense—frankly, I just can't afford it now. Stamps are 49 cents, plus the cost of the cards, and all the time put into creating and addressing them. As an artist, I can't bring myself to send prefab cards. Last year I sent a few photo cards, but when I received my order the quality was so poor that I returned them for a refund. Seemed worse to send a terrible-looking card that I'd put my heart into creating, than sending nothing at all.
But I do miss the chance to connect with my beloved friends and family, and I have felt a tinge of guilt for not doing it, as I savored opening each of the 5. Sheesh... five.
Keep hoping all my friends at Hallmark figure out what to do. I'm still cheering for them, despite the odds.
Tuesday, December 15, 2015
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