Why Birthday Cards are Important

We got chatting about greeting cards... and trust us, it’s a juicier topic than you’d think. From ancient Egypt and China to the boom during the Industrial Revolution, we took a little stroll through history and realised just how iconic that folded bit of card really is.

The UK greeting card industry is no small thing either, bringing in a whopping £1.5 billion a year. With 94% of households buying an average of 10.5 cards annually (who’s buying the half?), it’s clear we’re a nation that still loves a handwritten note. And yes, despite all the tech, 78% of us are still walking into actual shops to get them. Wild.

We also explored the emotional magic behind card-sending, thanks to a study by Dr. Emma Lawrence, we learned it’s not just nice, it’s scientifically good for your mental health. Who knew a bit of card could pack such a punch?

So pop the kettle on and have a listen, because there’s more to greeting cards than dodgy rhymes and glitter explosions.

Credits: GCA Market Report 2024; Dr Emma Lawrence "The Psychology of Greeting Cards".

About Simon and Danielle:

Simon and Danielle are both business owners, based in the East Midlands, who met through mutual business contacts and who share a love of all things business. 

Simon runs Skylight Media – Award-winning experts in Website Design, E-commerce & Marketing running since 2003.

Danielle runs Goldspun Support – a multi-faceted support service for fractional directors and small business owners across the globe, running since 2009.

Since they first met Simon and Danielle have spent a ridiculous amount of time talking about the subjects that interest them – usually over a drink in the pub – and they decided that now was the time to bring these conversations to a wider audience and invite them to join the chat. 

Both Simon and Danielle are successful business owners in their own rights with big plans for the future but will never lose their love of talking all things business… and the pub.

Transcript

Simon: Okay, before we get into today’s subject, I’m going to ask you a quick question.
Danielle: Ooh, I love a question.
Simon: When was the last time you sent a birthday card?
Danielle: Hmm… a birthday card? Oh, to my mum! I sent one to my mum.

Simon: You know I work quite a lot with the greeting card sector.
Not the Moonpig or Funky Pigeon kind, but actual cards you buy in actual shops. You write in them. You either hand them over or post them.

Danielle: Yeah, yeah. I love that.

Simon: What surprises me is how little people actually know about the greeting card industry. Not just its history, but also how much it contributes to the economy and to people’s wellbeing.
Most people don’t stop and think about it. You pop out to grab a card for your mum and that’s that. Just a folded bit of card, right?

Danielle: Yeah, it’s just something we do. It’s become normal.

Simon: Exactly. But greeting cards are actually woven into the fabric of life here in the UK and in a lot of other countries too.
The history of greeting cards goes way, way back. Way before supermarkets and definitely before the Industrial Revolution.

Danielle: Really? I read a lot of historical romantic fiction, so maybe I’m not as surprised as you’d expect.

Simon: Alright, let me hit you with a bit of card history then.
Ancient China used greeting cards over 1,000 years ago. Messages of goodwill during Chinese New Year and that kind of thing.
The ancient Egyptians sent them on papyrus. And there’s even a wooden Roman tablet found at a settlement near Hadrian’s Wall called Vindolanda. It was a birthday invitation from a woman named Claudia Severa. She was literate, the wife of a Roman commander, and she basically sent the world’s oldest party invite.

Danielle: That is genuinely brilliant. I love that.

Simon: By the 1400s, papermaking had spread. In Germany, they had woodcut print cards. And by the Renaissance, Valentine’s cards were being sent across Europe.
If you think of Maslow’s hierarchy of needs, once people had food, safety, and shelter, they started creating and exchanging culture. Cards were a part of that.

Danielle: Right down there with needing attention. Tinkerbell-style. Give me a card a day and I’ll thrive.

Simon: Exactly. By the time Queen Victoria was sending official Christmas cards and Henry Cole commissioned the first commercial one in 1843, cards were everywhere.
Printing boomed during the Industrial Revolution, and the introduction of the postage stamp meant people didn’t even have to hand-deliver anymore. You could post your affection from miles away and remain anonymous if you fancied being a bit creepy.

Danielle: The original secret admirer. Love it.

Simon: In the last 100 years, it’s gone fully commercial. You've got massive companies and thousands of brilliant little publishers.
Some focus on religion or culture, others do animal-themed cards, photography, or just really rude ones.

Danielle: And then there’s the clever stuff too. Like the seed paper cards we’ve seen, where you can plant them after.

Simon: Exactly. There’s so much innovation and creativity in the sector.
People often don’t realise just how big it is. Some publishers sell through farmers markets or their own online stores. Others are stocked in supermarkets or department stores.

Danielle: So, how big are we talking, financially?

Simon: The latest stats say the UK greeting card sector is worth £1.5 billion.
That’s 94% of UK households buying an average of 10.5 cards a year.

Danielle: Don’t even start on the half card.

Simon: It’s an average. But honestly, think about it. You might buy five or six birthday cards, a stack of Christmas cards, thank you cards, Mother’s Day, sympathy… it adds up.
Interestingly, 50% of cards are hand-delivered and the UK sells more greeting cards per person than any other country.

Danielle: That makes sense. I’ve lived in France and Ireland and their card options are pretty tragic. Spain’s even worse. My dad has to get mine online.

Simon: Yep. Still, 45% of UK cards are sold in gift shops and 35% in supermarkets.
Supermarket sales grew during lockdown because people couldn’t get cards anywhere else. Sainsbury’s even expanded their supplier base to meet the demand.

Danielle: What about online?

Simon: Around 22% of cards are now bought online, but 78% are still bought in store. It’s a tactile thing. People want to pick them up, read the inside, feel the quality.

Danielle: Makes sense. Although buying online is handy when you're in a pinch and you’ve got birthday reminders popping up.

Simon: Totally. But let’s look at value too. The average card costs about £3.30.
Valentine’s Day alone is worth £50 million. Mother’s Day is £65.8 million. Easter singles, not packs, come in at £7.6 million. Father’s Day hits £42.9 million.
Altogether in 2023 to 2024, the market rose from £1.46 billion to £1.5 billion. So up 4%, even though the number of cards sold slightly dropped.

Danielle: Still impressive, considering rising postage costs and Royal Mail’s... well, let’s say challenges.

Simon: And honestly, the people in this sector are amazing. I’ve worked with them for 17 years.
They’re creative, generous, and genuinely community-minded. They share what works and support one another. They’re good people.

Danielle: It’s nice to hear. You don’t usually say things like that.

Simon: There’s even research backing up the emotional benefits of sending and receiving cards.
Dr Emma Lawrence, a clinical neurophysicist and card publisher, says receiving a card activates the limbic system, which handles emotion and memory.
It boosts wellbeing, helps people feel socially connected, and reduces feelings of isolation.

Danielle: That’s beautiful, actually.

Simon: There’s even a whole initiative called Thinking of You Week. Shops put up displays to encourage people to send cards just because.
And the thing is, a card is totally unique. It’s chosen by the sender, written by hand, and physically touched by someone who cares. It’s personal, and it still matters.

Danielle: I do get a bit of a buzz when I get a card. It lifts my mood. I’m fully team card, without being schmaltzy.

Simon: Exactly. So if you’re still listening, think of someone who might need a little boost and send them a card.
It’s one of those rare things that supports the economy, helps small businesses, and makes someone’s day.

Danielle: That’s kind of lovely. And not what I expected from you.

Simon: I know. But seriously, I’ve loved working in this industry and I’ll always stand by how brilliant it is.

Danielle: Can I just say though… I don’t believe in Valentine’s Day cards.
Tell someone you love them all year round, not just on one day.

Simon: Isn’t it meant to be anonymous though? A secret admirer?

Danielle: Nah, it’s just an excuse for people to say I love you because they were too scared to say it the other 364 days of the year.

Simon: You say that now, but I bet you wouldn’t turn one down.

Danielle: Alright, fair point. I’d love a card. Thanks.

Simon: There it is. Danielle’s final word. I’d love a card.