Christmas card sales to tip $90m with help from the spirit of charity

The Christmas card industry is tipped to make $90 million in sales — and it’s because of Aussies wanting to help charities in need like the RSPCA.

The Christmas card industry has been saved by fundraising charity cards to the tune of $90 million.

Letter volumes have almost halved in the past 10 years with electronic communication reigning supreme in our fast paced, modern world.

But the Christmas card industry is gearing up for a bumper year and is tipped to rake in close to $90 million, according to card giant Hallmark.

Hallmark Australia and New Zealand managing director Michael Todd told News Corp sales had continued to experience single-digit year-on-year growth, with Christmas cards that support charity and collaborations with Australian artists driving demand.

Dani Oatway from the RSPCA with dog Bowie.

“Social media is an interesting dynamic as the world today is more connected digitally than ever before, yet we understand many Australians feel less and less connected to the people in their lives,” he said.

“It’s this reason that we see consistent demand for hand written cards that allow our customers to warmly connect with family and friends and demonstrate their love and care during key events like Christmas.

“One of the key decision factors for customers particularly at Christmas is the element of charity support.”

The RSPCA has a longstanding tradition of selling cards, through a wholesaler and its Brisbane store, which provide vital funding for the organisation’s shelters, humane food programs, education campaigns and work improving legislation.

Sales of RSPCA Christmas cards provide much needed funds for the charity.

“Charity Christmas cards provide a consistent and reliable source of income which is incredibly important for the RSPCA as a community-based, non-government charity,” an RSPCA spokeswoman said.

One man who is not convinced of the longevity of Christmas cards is Bernard Salt, demographer and managing director of The Demographics Group.

Casting his mind back 10 years, Mr Salt said it was commonplace to receive 20 to 30 Christmas cards from clients and associates.

“It was very much a status thing,” he said.

“The number of Christmas cards you had was code for how important you were.”

But in 2019 office desks are now largely devoid of cards, according to Mr Salt, who said they had gone the way of “landlines and cash”.

Dani Oatway from the RSPCA with dog Bowie.

“Situations and technology and behaviours move on throughout life,” he said.

“You learn and unlearn them.

“It was always a very personal thing to get a handwritten Christmas card, with a thought associated with it.”

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Dani Oatway and Emily Price from the RSPCA with dogs Bowie and Spirit which are up for adoption from the RSPCA at Wacol, Brisbane. Picture: AAP

One company that has kept a flame burning for the humble Chrissy card is telecommunications giant Optus.

It’s almost 7500 staff are given the option of sending handwritten or e-cards to clients and stakeholders.

“Christmas is a special time for employees and our customers and sending Christmas cards during the festive season is a treasured tradition,” an Optus spokesman said.

Although posties are busier with parcels than letters this Christmas, an Australia Post spokesman said the whimsy of sending letters to Saint Nick hadn’t waned for Australian children.

“While people may send fewer letters, Santa Mail still remains extremely popular with families with Australia Post delivering 130,000 responses from Santa in the lead up to Christmas last year,” he said.

“Last year Australia Post delivered over 40 million parcels in December, and on two occasions delivered more than three million parcels in a day.”