The simple act of sending a card, a tangible piece of paper carrying heartfelt wishes, feels almost timeless. Yet, the journey of the greeting card from ancient custom to the colourful displays we see today is a fascinating story intertwined with social changes, artistic expression, and technological advancements. Long before printed cards lined shop shelves, the desire to convey greetings and good wishes across distances existed, manifesting in various forms across different cultures.
Early precursors can be traced back to ancient civilizations. The Chinese exchanged messages of goodwill to celebrate the New Year, handwritten on simple scrolls or pieces of papyrus. Similarly, the ancient Egyptians used papyrus scrolls to send greetings. These weren’t cards in the modern sense, but they embodied the fundamental purpose: extending personal sentiments during significant times. In Europe, the tradition of exchanging handmade paper greetings started gaining traction around the 14th and 15th centuries, particularly in Germany. People began exchanging New Year’s greetings printed from woodcuts, often depicting religious themes or symbols of good fortune.
The Dawn of Printed Greetings
The invention of the printing press by Johannes Gutenberg in the mid-15th century was a pivotal moment, though its impact on personal greetings wasn’t immediate. Initially, printing was expensive and focused on books and official documents. However, as printing techniques evolved and became more accessible, the potential for reproducing images and text more easily laid the groundwork for future developments. Valentine’s Day cards also have deep roots, possibly linked to the Roman festival of Lupercalia, though the romantic connotations and exchange of handmade notes solidified much later. By the 17th and 18th centuries, exchanging handmade valentines decorated with hearts, lace, and ribbons became increasingly popular, especially in England.
These early cards were often intricate works of art, painstakingly crafted by the sender. They featured elaborate drawings, watercolours, paper cut-outs (known as Scherenschnitte in Germany), and even hidden messages or moving parts. They were deeply personal items, treasured by their recipients. However, their creation was time-consuming, limiting their use primarily to the affluent or those with artistic inclinations.
The Victorian Era: A Golden Age for Cards
The 19th century, particularly the Victorian era in Britain, is widely considered the golden age of the greeting card. Several factors converged to propel this tradition into the mainstream. Firstly, advancements in printing technology, especially the development of chromolithography in the 1830s, allowed for mass production of colourful, detailed images at a lower cost. This made commercially produced cards accessible to a wider audience.
Secondly, the introduction of the Penny Post in the UK in 1840 revolutionized communication. Spearheaded by Rowland Hill, this postal reform introduced a uniform postage rate of one penny for a standard letter, regardless of distance, payable by the sender (often using the newly introduced postage stamp, the Penny Black). This made sending mail affordable and efficient for almost everyone, dramatically increasing the volume of mail exchanged and creating a fertile ground for the greeting card industry.
The First Commercial Christmas Card
The confluence of cheaper printing and affordable postage led directly to the creation of the first known commercial Christmas card. In 1843, Sir Henry Cole, a prominent British civil servant, educator, and later the first director of the Victoria and Albert Museum, found himself too busy to write individual Christmas letters to his numerous friends and associates. Seeking an efficient solution, he commissioned his friend, the artist John Callcott Horsley, to design a card.
Horsley created a triptych design. The central panel depicted a family celebrating Christmas, raising a toast, while the side panels showed acts of charity – feeding the hungry and clothing the naked. The message printed was simple: “A Merry Christmas and a Happy New Year to You.” Approximately 1,000 copies of this card were printed using lithography and hand-coloured. Cole used the cards he needed and sold the rest for a shilling each.
Sir Henry Cole commissioned the first known commercial Christmas card in London in 1843. The artist John Callcott Horsley designed the card, featuring a festive family scene and depictions of charity. Around 1,000 cards were printed and sold for one shilling each, marking a significant milestone in the commercialization of greeting cards.
While Cole’s card faced some initial criticism (some temperance groups objected to the depiction of a family drinking wine), it set a precedent. The idea caught on, and within a few years, other printers began producing Christmas cards, experimenting with various designs, shapes, and sentiments. The industry boomed.
Victorian Card Designs and Themes
Victorian greeting cards were incredibly diverse and often elaborate. Popular themes extended far beyond Christmas and New Year to include birthdays, Easter, Valentine’s Day, and even sympathy cards. Designs reflected Victorian tastes and sensibilities:
- Floral arrangements: Flowers carried specific symbolic meanings (floriography), adding layers of sentiment.
- Sentimental scenes: Images of children, pets, idyllic landscapes, and cherubs were common.
- Humour: Comical illustrations and puns gained popularity.
- Novelty cards: Cards featuring moving parts (mechanicals), pop-ups, fringe, silk, satin, and complex embossing were highly sought after.
- Religious imagery: Especially prevalent on Christmas and Easter cards.
Companies like Marcus Ward & Co., Raphael Tuck & Sons, and Louis Prang (in the United States, often called the “father of the American Christmas card”) became major players, employing talented artists and pushing the boundaries of printing technology to create increasingly sophisticated and appealing cards.
The 20th Century and Beyond
The turn of the 20th century saw the greeting card industry firmly established in both Europe and North America. Mass production techniques continued to improve, making cards even more affordable and ubiquitous. New occasions for sending cards emerged, reflecting societal changes – Mother’s Day, Father’s Day, graduation, get well soon, thank you notes, and friendship cards became standard offerings.
The style of cards also evolved with changing artistic trends and social norms. Art Deco and Art Nouveau influenced designs in the early part of the century. Humour became increasingly prominent, moving from gentle puns to more outright gags and sarcastic wit, especially after World War II. Companies like Hallmark (founded as Hall Brothers in 1910) and American Greetings (founded in 1906) grew into industry giants, mastering branding, marketing, and distribution.
Photography began to feature on cards, offering realistic depictions alongside illustrations. The latter half of the century saw a rise in cards featuring licensed characters from cartoons, movies, and television, further broadening their appeal, particularly to younger demographics. Environmental consciousness also began to influence the industry, with increased use of recycled paper and simpler designs gaining favour alongside the more elaborate options.
Greeting Cards in the Digital Age
The advent of the internet and digital communication initially seemed like a threat to the traditional greeting card. Email, e-cards, and social media offered instant, free ways to send greetings. Indeed, the volume of physical mail, including cards, has seen some decline. However, the physical greeting card has proven remarkably resilient.
Many people still value the personal touch and permanence of a physical card. Receiving a card in the mail often feels more special and thoughtful than receiving a digital message. It represents a tangible effort made by the sender. Furthermore, the industry has adapted. Many companies now offer integrated online services, allowing customers to personalize physical cards online before they are printed and mailed. There has also been a resurgence in appreciation for high-quality paper, unique designs, and handcrafted cards, catered to by smaller independent artists and stationers.
The act of choosing, writing, and sending a physical card remains a meaningful ritual for many. It’s a way to slow down, reflect on relationships, and convey emotions in a way that digital messages sometimes struggle to match. From ancient scrolls to Victorian masterpieces and modern minimalist designs, the greeting card continues its long history as a simple yet powerful medium for expressing human connection and sentiment on paper.
