Friday, 14 December 2012 13:30

Cost effectiveness of online greetings pinned to death of Christmas card

Written by Richard Towey


The rocketing price of posting mail in comparison with the low cost of texting and emailing has painted a bleak future for the Christmas card.

This is according to dailymail.co.uk writer Tessa Cunningham who, despite her affection for exchanging festive cards, admits the posting of messages will be in serious threat beyond this year.

Ms Cunningham cited research from mobile network Three, published earlier this week, which revealed that each Brit can be expected to hand out just ten cards this year - presumably to their most loved. This was a far cry from the festive habits seen in 2007, where Brits would typically send 30 cards each.

Meanwhile, another study - this time from insurance company Saga - claimed half of Britons aged over 50 planned to cut the number of cards they send due to the rising cost of stamps, reports telegraph.co.uk.  

Researchers linked the slump in deliveries to more cost effective methods of sending greetings. Some will choose to use social network sites including Facebook and Twitter to greet their loved ones, while others may take to sending digital cards through email.

The spike in deliveries of e-cards could have a knock-on effect for advertisers investing in email marketing, as more users could be inclined to check their virtual postbox in anticipation of a new card.

Writing in her blog, Ms Cunningham claimed Britain still has enthusiasm for the Christmas card but rising cost of posting mail was "sounding its death knell."

"Royal Mail this year raised the cost of a first-class stamp from 46p to 60p and the price of a second class on from 36p to 50p," she highlighted.

"And that - combined with the fact most of us keep in touch with texts and emails - means fewer of us are bothering to send cards."