The culture of sending custom Christmas cards with hand scribbled messages to family, friends, relatives and business associates is fast disappearing from our lives. One would wonder why this is so.

The truth is that it is not just physical Christmas cards that are on the wane. Handwriting is too. And letters. And paper.

What about the Postal Service, the chief conveyor belt for these cards? When was the last time you received/sent mail through post?

There used to be a time when Post Office buildings acted as central reference points in most African cities. Then, everyone knew where the Post Office was, because everyone was somehow connected to it. That was the time when virtually all long distance communication –from telephone calls, to fax, letters, and Season’s greetings cards went through the post.

Contrast that with the situation today: who still needs snail mail? Who even still remembers where the old edifices that once housed these postal offices stand?

Christmas cards are simply too analogue, too old school, especially for today’s millennial generation.

Social media factor

Today, it’s all about virtual well wishes and other messages over the conventional pen and paper medium of communication.

And there are innumerable options at people’s disposal: Facebook, Twitter, personal blogs, WhatsApp, email and so on.

Because these mediums are fast and easily accessible to anyone with a smart phone, the new trend is that we are now able to keep up with close friends, family and relatives every day of the year.

People are chatting with their loved ones at their convenience and at the most minimal cost, with just the click of a button, so why bother with visiting gift shops, sifting through tones of cards for the one with the most appropriate message, spending money on it, and then spending even more on postage?

These myriad social media platforms have allowed users the freedom to post happenings in their everyday lives, without really having to move a feet, let alone spend a dime.

Remmy Nsanga, the proprietor of the People Bar and Dance Venue in Kacyiru had this to say:

"Personally I don’t send out any Christmas cards. I also don’t receive much. Sometimes family members send me a few cards, but even this is not too common.”

The story is not any different for Diana Mpyisi, a literary activist and founder of the Spoken Word Rwanda forum.

"I don’t receive Christmas cards!” she states emphatically, adding; "Maybe just one or two, delivered at the office. But for friends and family, it’s always social media.”

Mpyisi blames this lifestyle shift on the advent of faster communication technologies, especially social media. She, however, admits that in the Christmas card’s heyday, it was a tradition in her family to set aside a decent budget just to go buy cards from town and then dispatch them to various recipients across the globe.

Like Mpyisi, Nsanga too recognises the hustle-free nature of virtual well wishes.

"People use WhatsApp these days. Back in time, I used to receive electronic Christmas cards through email but even that is fading.”

Nsanga describes the conventional Christmas cards as "outdated, expensive, and very slow”.

"And in today’s fast-paced life, we don’t have time for that. Now we want instant communication and instant response at the lowest price and least inconvenience,” he notes.

Peter Noli, a student, reveals that he only sends Christmas cards to his elderly grandparents in the village.

"Christmas is the time when we all conspire to be more considerate and think more lovingly of those in our lives, and since my grandparents are not on social media, I always make it a point to send them a card,” Noli says.

For other people like his parents, siblings, friends and course mates, it is "definitely social media, mostly Facebook.”

Noli is however quick to state that "there will always be a market and appeal for Christmas cards because they are more personal than social media where the messages sent are usually generic.”

He further reveals that the last time he laid hands on a Christmas card was about 12 years ago, as a little boy.

"I am in constant touch with everybody that matters to me, be it family, buddies, or schoolmates through Facebook and WhatsApp. We are always exchanging messages and photos, and sometimes we hold long conversations on WhatsApp, so there is no rush to shower them with Christmas cards once every year,” he says.

The Christmas card is here to stay

Although the era of traditional handwritten letters is on decline, the novelty of receiving a personal Christmas card is still cherished by many.

A story published by The Telegraph in December last year, showed that the Christmas card makers are trying to survive the digital age by going up market.

According to the story, people are increasingly willing to spend considerably more on individual cards, choosing to buy fancier, more fashionable and altogether more expensive cards to send to a loved one.

Latest figures show that 105 million individually sold cards were bought last year and the amount spent on each card has gone up.

According to the story, UK consumers spent £184 million on 105 million individual cards last year, £15 million more than in 2015, according to the Greetings Card Association.

Experts say that although everyone predicted the end of the greetings card because of the fashion for digital, it’s the one area of print communication that has proved extremely resilient.

Industry experts put this down to a vogue for more personalised or bespoke Christmas cards, handmade by small-scale artists and frequently sold through high end stationers and department stores.

A study by the Royal Mail in December 2016 found that 72 per cent of people who celebrate Christmas would prefer to receive printed cards.

Only six per cent would rather get a festive greeting via social media and 10 per cent via text.

Sending and receiving a greetings card is still a prized form of communication. There’s an emotional connection between people by something that is handwritten and expresses a personal message.

A sales agent in one of Kigali’s mega supermarkets who requested for anonymity says the trend of Christmas cards has been on the low for some time. "Last year we got some buyers but they were not so many. This year people are actually showing interest in the cards, most people who buy gifts accompany them with a Christmas card,” he says.

He says that one of the challenges hindering the trend is the fact that some people don’t understand the language. "When people buy the cards, some of them have to first ask us what the message on the card means. So I think introducing cards with the local language will help boost the trade.”

*********************************************************************************

YOUR VOICE:Do you still value Christmas Cards?

Christmas cards are beautiful for decoration, besides, sending them is important when it comes to showing love. I don’t send Christmas cards but this Christmas I think I will have to send some.

Muhuma Kanizio, Mechanic

*******************************************

I do value Christmas cards and receiving them would actually make me happy. There is a way they light up the festive mood. I think this tradition should be preserved forever.

Maureen Asimwe, Sales agent

*******************************************

Christmas cards play a vital part in representing connections between people. It is a nice way of connecting with loved ones for the festive season and it helps to keep in touch.

Sarah Mbabazi, Salon attendant

*******************************************

Yes I value them; I receive and send them but with only a handful of people. We are living in the age of social media and instant messaging, where we keep in touch or follow the trends all year round. There isn’t a sense of urgency to send a greeting card.

Amanda Fung, Management consultant

*******************************************

Nowadays people are always busy, sparing time for families is a mega thing and people think meeting up is better. But Christmas is nothing without Christmas cards; they bring families and friends together. Personally I still send Christmas cards to bond with friends and family and I also receive them as a sign of love.

Maureen Mutoni, Guest service agent at Park Inn by Radisson Hotel

*******************************************

I do not send Christmas cards anymore and I don’t receive them either. With the age of social media, I don’t think Christmas cards are still necessary. Christmas greetings can be sent on WhatsApp or Facebook and that’s it.

James Bashaija, Cashier

*******************************************

I do value traditional Christmas cards because they make me feel special, more than digital ones. My parents still have the old ones that they use for decoration on top of the cupboard in our living room. However, I send the digital ones on social media and I get the same. To me, this tradition is not fading, it is evolving only that before, we used to send written letters but now email is enough.

Amina Umuhoza, Poet

*******************************************

Christmas cards are still valuable; there is that personal touch that comes with traditional things. I know most people have moved on to new traditions but Christmas cards have always and will always carry a special meaning for the festivities.

Charles Shyaka, Student

*******************************************

Additional information by Donah Mbabazi

editorial@newtimes.co.rw