Greeting cards still warm hearts in tech-crazed times

MANILA, Philippines - Aljohn Mark Ferrer, 20, has been in a relationship for more than a year now but has never given his girlfriend any greeting card even during special occasions.

“I found it (greeting card) scripted,” the criminology student, who met his girlfriend through text messaging, said.

“Yes, it looks presentable but there is no assurance that the content there is what you really mean,” he added.

Ferrer said he usually gives a bouquet of flowers to his girlfriend especially during Valentine's Day but never attached a greeting card to it.

The availability of new technology was also a factor for Ferrer’s preference.

“What is the purpose of writing each other when you already have a cellular phone? Besides, a person’s sweetness cannot be gauged through writing,” he said.

“I find writing a letter and giving it to someone corny. After that, you will wait for her to go home and read the message. She’ll then text you about your message right? Why not send it to her through long text?”

For 27-year old wife and mother Diana Ipapo, the more traditional way of showing affection is more appealing.

Ipapo never forgets to put a message on a sticky note for her husband before leaving home.

“When you write something that is on your mind, you are being genuine. Composing a letter is more sincere,” Ipapo said.

“Even putting a heart on one corner of the sticky note has an impact already,” she added.

Ipapo said she receives greeting cards from her husband during special occasions.

“The essence is different when you write (to the one you love),” said Ipapo.

“It (letter) can also be kept. Once you try to look at it again, you will reminisce all the memories that you once had.”

‘It makes people smile’

Different means of expressing affection are clear offshoots of new technology, which allows anyone to communicate in ways that the previous generations could only dream of.

And while the Internet and mobile phones have provided the so-called “selfie generation” cheaper and faster ways to go mushy, some greeting cards makers claim that the business is still thriving.

Venus Fortuna, owner of Sisters Craft Café which specializes in handmade greeting cards, said there’s something special about the written word.

“There’s something special and romantic about handwritten notes, it makes the recipient smile. And there are words and thought that can be expressed more by writing it on paper,” Fortuna told philstar.com in an e-mail interview.

Fortuna, who started her business in 2010, said there is always a market for handmade cards despite the emergence of new technology.

“Way back 1995 when internet use was rising and digital or electronic cards were starting to gain popularity. I really thought that paper greeting cards will be forgotten, especially by the younger generation. But I was wrong,” she said.

“One can send an e-card a hundred times a day with just a click of the mouse, but it is easily forgotten. Unlike the traditional greeting cards, especially handmade ones, the giver makes so much effort by designing it, writing a personal note on it, and sending to the person.”

Fortuna said the recipient of such card would feel special and would even treat it as a treasure.

"It is kept in a box, but never forgotten,” she added.

Sisters Craft Café sells greeting cards for P250 to P350 each. What started as a hobby is now enabling Fortuna to earn P2,500 to P5,000 per month.

“Sales are steady especially for birthday cards, anniversary, thank you, and friendship cards, Orders increase during special occasions like Christmas, Valentines, Easter, Father's day and Mother's day,” Fortuna said.

“As long as there are people who love to give and make others feel extra special, people would go the extra mile by sending personalized greeting cards over e-cards.”

Staying alive

Luanne Pang, former owner of The Crafter’s Reference, recently stopped selling hand-made cards but this was not due to technology.

“My son is growing fast and another one on the way. I want to be with them more and make memories rather than spend my only weekends making cards,” Pang said.

“The business lasted for only one year. It was not a full-time business but only when I have time to make cards and sell them.”

Pang, who used to earn P1,000 from her business, believes the art of creating greeting cards would not die even in the age of social media.

“There are people who still buy greeting cards from stores but maybe because they can't find something cool or beautiful, then they decide to turn to social media,” she said.

“But if they get a first hand touch, feel and see a hand-made greeting card which is not digital, then definitely these people will grab a greeting card and send them to their loved ones.”

Pang said people still buy greeting cards during Valentine’s Day to show love that is difficult to express in person.

“At this age and time, people still love to receive a greeting card,” she said.

Back to basic

Airees Rondain, owner of Handcrafted Expressions and a participant of the Stationery Show in New York 2007, believes greeting cards would survive because they are more personal.

“I think greeting cards will always be there. People are going back to the basic -handwritten notes, handmade stuff - the more personal, more human,” Rondain said.

She said greeting card sales was affected in the 90s, the early years of e-greeting cards. The industry, Rondain said, is again gaining peak in the past seven years because people are getting tired of the impersonal approach of e-greetings.

“I would rather send the person a message or email and tell him sincerely in my own thoughts and words,” she said.

“But of course, nothing can compare with a handwritten note or card!” – Ruth Abbey Gita