KOTA KINABALU: Other than exchanging gifts, another Christmas tradition that many revellers continue to carry on is the use cards to exchange greetings – cards in their tangible form as opposed to e-cards or e-greetings.
From having the only option of mailing or passing by hand, we now have more convenient, cost and time-saving methods of sending our greetings via e-mail or Facebook-tagging with endless choices of Christmas card designs free of charge, or forwarding instant messages via Whatsapp.
However, while many may think that Christmas cards have lost its popularity in an instant-messaging and social media era, retailers and sales assistants at relevant shops do not seem to think so.
A recent survey done by The Borneo Post at leading gift shops and bookstores in Kota Kinabalu city showed that they still assign a special corner to display and sell Christmas cards in view of the festive season, like they did 10 years ago, and they still get picked up by customers on a daily basis.
“On average, we sell about 15 Christmas cards a day these days. That said, the sales of Christmas card are still considered okay,” said Nuruk Mohamad, 30, who has been working at the Just For You gift shop at Centre Point Sabah, for seven years.
Salihah Saupin, 24, senior supervisor at a leading bookstore in Suria Sabah shopping mall disclosed that while there had not been much change in the tradition of buying Christmas cards, the demographics of customers who purchase them show that it is still a more popular trend among the older generation.
“Most of those who do still buy Christmas cards are 30 and above. The youngsters and teenagers seem less keen on sending their greetings through such means,” said Salihah.
She added that while there has been a notion on the dying popularity of Christmas cards, the bookstore of which she had been a staff for two years proved otherwise, as 90 per cent of the cards are sold off the racks by Christmas.
Although many of us now rather opt for cost-effective, less-hassle, more convenient way of greeting our loved ones during the festive season, many may not deny that receiving a tangible Christmas card in their mailbox – the actual mailbox as opposed to your email inbox – does make all the difference. This may mean that the Christmas card ‘era’ is not over just yet.
Vivia Lo, 40, admitted that in an age where people prefer convenience over sentimental values, the act of giving and receiving Christmas cards brings more meaning and sincerity.
“I still find joy in selecting Christmas cards for my friends and family for the same reason of feeling excited and happy when I myself receive them,” said Vivia, who still gives season greeting cards to her closest family and friends, including during other festive seasons.
“There is sincerity and therefore better appreciation in giving and receiving Christmas cards because it takes effort from selecting them, purchasing them and having them delivered to the people who addressed them to,” said Vivia.
“So yes, sending Christmas cards is still my preferred way of wishing my loved ones happy tidings,” she added.