Stop the Holiday Card Madness

In partnership with

Hi there,

Welcome to issue #47 of the Network Wrangler. We’re just one week away from Thanksgiving!

As I was out doing my shopping this past weekend, I was overwhelmed by the size of the selection of Christmas cards already on display.

I shouldn’t have been so surprised, though.

The size of the annual greeting card market is $11 BILLION in the United States alone.

Yes, sending out Christmas cards (or traditional holiday cards, as you were) is a time-honored tradition for staying in touch with friends and acquaintances during the festive season.

I gotta say, though, I’m not a big fan of these traditional holiday cards.

You see, while thoughtful, traditional cards often lack any form of personalization and, therefore, the ability to truly engage emotionally.

Moreover, the environmental impact of paper production and the logistical challenges of postal distribution can make this once-cherished practice seem outdated in our digital age.

I was with someone for years who dedicated dozens of hours during an already-over-scheduled holiday time period to send out holiday cards to a list of over 300 recipients she’d interacted with over decades of her life.

Putting the (significant) monetary costs aside, this meant designing, producing, stuffing, labeling, and mailing a traditional holiday card with all the attendant production and delivery issues from something of that scale. The emotional toll on all those involved in the project was not insignificant as arms were twisted and assistance pleaded for to get it all done on time.

Yes, the card was always holiday cute and provided a snapshot of the prior year’s activities. But I don’t think it made any kind of lasting reconnection with the recipients.

When, in the middle of stuffing 300 envelopes, I kindly asked why she took on this costly project each year, both in time and money, she responded, “it’s a tradition.”

Deep breath.

“It’s a tradition” is a generous recasting of the maintain the status quo favorite: “but we’ve always done it this way.”

Now, I like traditions. Really. I do.

But I’m all for examining what the intent of the tradition is and seeing if there’s a new way to achieve the intent.

• Is foraging for chestnuts in the forest really about collecting these morsels to then roast on the fire?

  No, it’s an excuse to spend time with loved ones outdoors playing a game of hide-and-seek with the chestnuts and making memories in the process.

• Is decorating the Christmas tree really about untangling the strings of lights and searching for the hooks to hang the ornaments while minimizing the needles that fall on the carpet?

  No, it’s a time for nostalgia as holiday music plays and memories of holidays past revisit the family to make the living room more beautiful.
  

• Is sending traditional holiday cards really about updating address books and stuffing envelopes and getting papercuts on one’s tongue while licking those same envelopes and affixing postage and hoping they arrive on time?

  No, it’s an opportunity to maintain meaningful connections with the actual people who reside at those addresses on the labels to let them know you’re thinking of them and why you want to stay connected.

It should come as no surprise that the traditional practice of sending cards has several shortcomings that diminish its effectiveness as a tool for maintaining meaningful connections.

1. Impersonal Nature: Mass-produced holiday cards, even if they’re custom-designed, can sometimes feel impersonal, especially if they are not signed. Even so, a generic greeting may fail to resonate emotionally with recipients, reducing the impact of the message.
   

2. Environmental Concerns: The production and disposal of paper cards contribute to deforestation and waste, even while the greeting card produces tout their use of recycled papers. As environmental awareness increases, more people seek sustainable ways to convey their holiday greetings.
   

3. Lack of Immediate Interaction: Unlike digital communications, traditional cards do not allow for immediate or interactive responses, which can impede the flow of conversation and the strengthening of bonds. Confession time: the impact of the paper cards sent to me over the holidays is minimal, at best, and they’re recycled sooner than the tree comes down.

It should come as no surprise that I think it’s time for the tradition of paper holiday cards to end.

Now, it might be too late to intervene in this year’s holiday card tradition if you’re the plan-ahead type, but I’ll share some ideas for how to honor the tradition of reconnecting without the paper waste after a word from this week’s sponsor. Who knows, you might even be able to enlist some help from AI to develop even more ideas.

Learn how to make AI work for you.

The Rundown is the world’s largest AI newsletter, with over 700,000+ early adopters staying up-to-date with the latest AI news, and learning how to apply it in their work in just a 5 minute read per day.

1. Their expert team spends all day researching and talking with industry experts.

2. They send updates on the latest AI news and how to apply it in 5 minutes a day.

3. You learn how to become 2x more productive by leveraging AI.

Sign up.

Rethinking Traditional Holiday Cards: Modern Strategies for Maintaining Connections

To address the shortcomings of the paper cards and foster deeper connections with old acquaintances, I suggest these three digital alternatives that offer personalization, immediacy, and environmental sustainability.

1. Personalized Video Messages

Create personalized video messages for each acquaintance.

I’m talking something that lasts no more than 30 seconds.

Put on something festive and use a smartphone to record a heartfelt message that mentions specific memories or shared experiences.

You’re not going for studio-quality movie-making here. You’re going for authentic selfie style. (think store-bought cookies versus home-made)

This approach personalizes your greeting and leverages the visual and auditory elements of you delivering the greeting that will enhance the emotional connection.

Prompts for Video Messages:

• "Remember when we..."

• "I've always appreciated how you..."

• "One of my favorite memories from this year involving you is..."

2. Interactive E-cards

Looking for something a little less video-driven and maybe includes more people?

Send interactive e-cards that include personal notes, photos, and possibly interactive elements like games or short quizzes that you can customize based on what you know about your recipient's preferences.

Many e-card platforms allow for a high degree of customization, making each greeting feel more personal and engaging than a mass-market one-for-all approach.

Even if you need to limit the time you spend on producing the e-card (reduced environmental waste!), do invest a few minutes of your time to personalize it for the recipient. That’s what’s going to make the meaningful re-connection happen.

Prompts for E-cards:

• "I thought you'd enjoy this because..."

• "Here's a fun memory I have about us that I wanted to share..."

• "Let's catch up soon! What's the best way I can reach you?"

3. Social Media Collaborative Posts

One of the biggest shortcomings of traditional holiday cards is that they’re a very one-to-one communication channel. What better way to engage in meaningful connection than doing it many-to-one?

Use the social media platform of your choice (I’m an Insta guy) to create collaborative posts or stories where you can tag friends and share memories collectively.

This method not only publicizes your connection but also encourages group interaction, reigniting old friendships in a public forum where others can join in and add to the nostalgic effect of the holiday greeting.

Prompts for Social Media Posts:

• "Tagging everyone who made my year brighter, especially you, [Name]!"

• "Throwback to this hilarious moment with [Name]. Let's make more memories!"

• "Grateful for [specific experience or quality of the person], and looking forward to more laughs and good times!"

By adopting any of these interactive methods, you leverage a new platform for more personalized, responsive, and sustainable communication, ensuring that your holiday greetings genuinely resonate and rekindle the friendships that matter most to you.

You can decide if you want to supplement your in-progress paper card tradition with any of these alternatives or do a full-on swap out this year.

Here’s to reconnecting in meaningful ways this upcoming holiday season.

Thanks for reading the Network Wrangler! Subscribe for free to receive new posts and support my work.

P.S. Want to comment/reply/say hello? Just hit reply — your email goes straight to my inbox. 🤗