Sending cards on occasions like birthdays, friendship days, Valentine’s Day and many other such occasions has been an essential part of our lives. This phenomenon is common, mostly among the youth, who are also the target customers of greeting card companies.[break]
But in today’s time of Internet, instant messaging and mobile texts, it appears that sending out paper cards is slowly drifting into oblivion.
“Internet has made life less romantic, writing a message of love on Facebook is nothing compared to writing it in ink,” says Sabak Sharma, 22. Although not very happy with the idea of Internet-sent letters, he confesses to being under the same roof. “I don’t really have a specific reason as to why I haven’t yet written an actual love letter. I guess it’s easier through the internet,” says the young man.
He recalls how some years ago, his elder brothers bought cards for their girlfriends. “I remember this really huge love card my brother splurged on and had to hide it beneath the bedding, fearing Mom and Dad,” he giggles, adding “The girl must’ve felt quite special. But I wouldn’t go through all that when we have Internet which is so easy”
A lot of youngsters will agree on the undemanding ways of Internet which, unlike actual paper cards and letters, are hassle-free, convenient, budget-friendly and quick. Also the fact that emails and other online messaging options are quite secretive seems to be a huge contributing factor ton them being popular. “See, if I send an online greeting, nobody will know about it. It’s quite safe,” Sabak says.
Meet Aradhana Pyakurel, 25, who uses Internet and mobile texts to send messages to her near and dear ones but makes sure that once in a while she buys a paper card and signs a personal note on it. She shares, however, that even on special occasions like birthdays, these days everyone in her group will post messages on Facebook.
“Internet has definitely made it easier and we’re taking the convenience it offers for granted,” she says, adding “And although e-cards can be customized to be the fanciest, I feel the warmth doesn’t go across, comparatively.”
It seems, however, that there are very few who share the same thoughts as Aradhana does for more and more youngsters are opting to use the easier way. Card retailers in the Kathmandu Valley claim their sales have gone down by at least 35 percent.
Bandana Khetan, proprietor of a Hallmark gift store at Khicha Pokhari, shares, “It seems cards are old-fashioned now, especially with the youngsters. Only once in a while, someone comes and pick up a greeting card.”
Khetan, who spends a lot of time at her shop, says the main reason behind the decline in the use of paper cards is due to the availability of online greetings.
“If you can get something for free, why pay for it?” she says, adding “I hear my customers talk and most of the time they will buy only gifts and make do with online messages for cards.”
Another aspect associated with the declining trend of sending out greeting cards, it seems, is that people these days consider paper cards “useless.”
Kunal Mahanka, sales executive at Archies gift store in New Road, explains, “From what I’ve observed, people like to buy useful things. They will buy a simple bracelet or a coffee mug instead of a card because it comes for almost the same money.”
Rohit Basnet, 19, confesses he’s among those who opt to “save time and money” by not buying cards.
“I’m looking for a Manchester United mug to gift my brother, and I don’t think I need a card along with it because the gift will say more than enough,” he says, adding “I don’t think traditional cards show that you care more. They are just pre-printed with greetings inside, waiting just for your signature. It’s much better to write down a personal message even online.”
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