Written by our Founder and CEO, the Celebrations Pulse letters aim to engage with our community. By welcoming your ideas and sharing your stories, we want to help you strengthen your relationships with the most important people in your life.
The annual ritual of sending holiday cards can feel like a daunting task. For my wife Marylou and me, it all begins with planning a festive gathering with our three children and seven grandchildren, capturing a special photo, and selecting the perfect card.
Then comes the process: updating the address book, writing personalized messages, finding stamps (or waiting in line at the post office to buy stamps), and finally, dropping them into the mailbox. It’s time-consuming. It’s a bit tedious – especially during an already busy season. But every year, we’re reminded it’s well worth the effort.
This time-honored tradition carries a deep meaning that dates back to 1843 (when the first Christmas card was sent). Over that time, the act of sending cards has been our way of pausing, reflecting, and reconnecting with the people we care about. These cards are a reminder to friends and family that they’re in our thoughts.
What might feel like a chore at the moment ultimately brings joy to the recipient – and, in turn, strengthens the bonds that matter most. It’s a tradition as meaningful today as it was generations ago, reminding us of the power of connection during this season of togetherness.
The popularity of greeting cards
In our fast-paced world, where messages zip across the globe in seconds, you might think that traditional greeting cards are quickly becoming relics of the past. But the truth is, they’re as popular and relevant as ever.
Each year, more than 6.5 billion cards are sent in the United States, and the number is growing, thanks to their popularity with millennials and Generation Z. You read that right: The people who grew up with computers, smartphones, and social media are embracing paper cards sent by snail mail.
The appeal of greeting cards lies in their ability to offer something digital messages cannot: a tangible, personal connection. Choosing the perfect card, writing a heartfelt message, and sending it in the mail requires time and thoughtfulness. It’s a far cry from the shudder-inducing convenience of firing off a quick text (probably using abbreviations, too) or clicking “like” on a social media post.
A greeting card is a physical reminder that someone cared enough to make an effort. And that can make all the difference in the world.
A simple connection
Listen folks, we need holiday cards. Americans are reporting fewer close friends, talking to friends less often, and leaning less on friendships for support. This growing disconnect has become a modern-day epidemic, and it has implications for our mental and physical health.
The solution to the loneliness epidemic is simple: Just have more and better relationships with other people. But for many of us, it’s easier said than done.
Researchers point to two psychological barriers that often hold us back from reaching out to other people: the “liking gap” and the “beautiful mess effect.” The liking gap refers to our tendency to underestimate how much others enjoy our company or value our gestures. Meanwhile, the beautiful mess effect describes the fear that we’ll come across as awkward or be judged for our attempts to connect.
The reality, however, is far more encouraging. People are much more receptive to connection than we often assume.
The psychology of connection
A study published in the Journal of Personality and Social Psychology found that people tend to underestimate how much their friends appreciate hearing from them. Even small acts of connection mean far more to recipients than most of us realize.
In a series of experiments involving nearly 6,000 people, researchers discovered that simple gestures had a surprisingly significant impact. Those on the receiving end of these gestures felt more appreciated and valued than the sender had anticipated. What’s more, the impact was even greater when the connection was unexpected – such as reaching out to an old acquaintance or someone you’ve fallen out of touch with.
This is where greeting cards shine. They strike the perfect balance of effort and simplicity, making them a thoughtful way to reconnect without overcomplicating things. A card arrives as a surprise in the mailbox, standing out from the usual stream of bills, credit card promotions, and take-out menus. It’s a physical reminder that someone cares – a small, yet meaningful, token of connection.
A lasting impact
If you still doubt the power of a greeting card, consider it from the recipient’s perspective. Marylou and I read every word and examine every picture before lining our staircase with the cards we receive. These cards aren't just decorations; they represent the relationships we forged and hold dear. They transform our home into a gallery of love, friendship, and gratitude.
During this busy holiday season, don’t forget to use your power of connection and send greeting cards. It’s a simple, yet powerful, way to show gratitude, love, and friendship – one that I promise will leave a lasting impression and strengthen your connections.
All the best,
Jim
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AUTHOR
Jim McCann is the founder, CEO, and chairman of 1-800-FLOWERS.COM, Inc. as well as a business leader, author, and philanthropist with a passion for helping people deliver smiles. Devoted to helping others, he also founded Smile Farms, a 501(c)3 organization that provides meaningful jobs in agricultural settings to young adults and adults with developmental disabilities.
