In the age of digital dominance, a surprising and heartwarming trend defies the wave—millennials’ and Gen Z’s preference for physical greeting cards. Even though these generations are digital natives, recent studies and surveys reveal that many prefer the tangible charm and personalization of paper greeting cards over their e-counterparts.

According to a recent poll from online card and gift giant Shutterfly1, more than half (54%) of Americans say they still mail their greeting cards versus sending via digital and social platforms.

The new survey of 2,000 U.S. adults split evenly by generation revealed that two out of three prefer to receive physical cards as opposed to digital ones, including younger respondents who are millennials (62%) or are part of Gen Z (59%). Personalization was a big deal to survey respondents, preferring to include family, vacation, or pet photos with cards.

So, what exactly is driving this preference?
One of the key factors contributing to the sustained popularity of paper greeting cards is the emotional resonance they carry. Recent industry research has shown that about 80% of people keep cards that represent a life or relationship milestone. And over the years–especially since the pandemic–young people have taken the reins on greeting card messaging, launching independent lines that have found their way into retailers large and small. Many prefer cards that speak to their specific problems and joyful moments that haven’t been largely seen in traditional greeting cards.

Retail insights on consumer habits2 support the idea that there is demand for traditional greeting cards, and demand for personalization, digital integration, and representation. To that end, Hallmark Video Greetings launched in early 2022. Card buyers can scan a QR code in the physical card, and once they’re online, they can add videos or photos and invite others to join via email or text. Once everyone’s content is submitted, Hallmark stitches it together into one video, which the recipient can view by scanning the QR code. The big two–Hallmark and American Greetings–are also meeting the demand for representation by diversifying their offerings to reflect North America’s modern demographics.

A year into the pandemic, the industry found millennials and Gen Zs not only wanting to connect with people they couldn’t see in person but also experiencing screen fatigue and activity looking for ways to describe their unique experiences in the world. And this generation is more likely to send a card just because it fits the recipient, letting go of pressure around card-centered holidays like Valentine’s Day and Mother’s Day. Like previous generations without digital options, people today appreciate the effort and intentionality required to select, customize, and send a paper card. It becomes a tangible representation of the relationship between the sender and the recipient, making the experience more meaningful and enduring.

Small businesses use cards to build relationships
Small businesses also continue to send an enormous number of holiday cards each year. A 2022 report from the Greeting Card Association3 shows that one-third of companies send a holiday greeting, and 87% of them are physical, not e-cards. This adds up to an estimated 150 million greeting cards mailed by small businesses during the winter holiday season, and those rates are likely to remain constant or slightly grow.

The vast majority of small businesses that send physical holiday cards send them to current customers to show gratitude and build relationships. Given that direct mail is much more likely to get a meaningful response than email or other digital outreach, building relationships with greeting cards during the holidays is a sound business decision.

The preference for paper greeting cards among consumers and businesses is a testament to the timeless appeal of tangible expressions. In a fast-paced digital world, the intentional act of sending and receiving physical cards has become a powerful and cherished tradition.

1 Shutterfly Report, Nov. 2023 https://nypost.com/2023/11/09/lifestyle/millennials-gen-z-still-prefer-physical-greeting-cards-over-digital-ones/ 

2 Canadian Grocer Report, Feb. 2023 https://canadiangrocer.com/digital-driving-consumer-habits-there-still-value-traditional-greeting-cards 

3 Small Business Use of Greeting Cards, Greeting Card Association 2022 White Paper https://omsgca.wpenginepowered.com/wp-content/uploads/2022/09/Lind_WhitePaper-GreetingCards-2022-v1d-1.pdf