Matt Kleinschmit, CEO of Reach3 Insights, said people’s desire to reconnect after a holiday season marked by virtual visits and distanced gatherings also is factoring into the dynamic. ![]() She said she was able to save money by buying simple, inexpensive cards in bulk on Amazon that she personalizes with inspirational quotes.Ĭait Lamberton, professor of marketing at the University of Pennsylvania’s Wharton School, said people have an unconscious tendency to perceive activities or expenditures as cheap or expensive, and those perceptions tend to remain fixed even when the associated costs rise. When it comes to holiday cards, she said, “It’s still seen as something that’s fairly inexpensive.” “I think we can all use a little kindness in this world,” she said in a Facebook Messenger chat.īoyna said most of the money she has spent on this year’s holiday cards was the $90 she spent on stamps. She estimates that she will send out more than 200 this year, with about 40 going to a local nursing home. Nancy Boyna of Celina, Texas, said she was motivated to expand her holiday card list after a tough 2020. (A representative for Hallmark said the company has not increased prices of its holiday cards.) “A 2021 survey found that more than half of respondents believe cards are more meaningful than other forms of communication,” she said. “Our research tells us that paper cards continue to break through,” Lindsey Roy, chief marketing officer at Hallmark, said via email. ![]() For many, sending holiday cards is a time-honored tradition, but it is being challenged this year by everything from more expensive supplies to slower postal delivery.
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