Not your grandma's holiday cards

Holiday cards are developing into an art, going beyond mere greetings, becoming part of holiday décor with music, photos, pop-ups and more, By Sally Farhat Kassab E-mail may be all the rage, but people are still sending cards this holiday season: 2 million, to be exact. But that doesn’t mean things haven’t changed. Cards just keep getting better: more creative, fun and personal. If you’re thinking about doing something new this year, perhaps some of these trends will inspire you. Here’s what’s new in the holiday card world. More upscale and modern Traditional snowmen, Santas and Christmas trees are still popular, but the designs are changing. “Santa is getting more sophisticated-looking than the big bushy beard,” says Sarah Stefany, the manager for content strategy for VistaPrint, a custom graphic-design company. “He’s coming into modern times. There’s really this elegance and sophistication to cards en masse.” Catherine Breer, founder of Maine-based Annie-Catherine, which creates cards, calendars and paintings, says some givers are moving away from traditional cards. Their cards offer a modern twist on old favorites, such as a snowman throwing a peace sign and messages such as “hip holidays” and “groovy new year.” Purple, anyone? Sure, most cards are still red and green. But there’s a surge in new shades that don’t necessarily scream “Christmas.” For example, one of Shutterfly’s new photo cards comes in icy blue with white snowflakes. That light blue is one of the new hot colors, according to Stefany. “Eggplant purple is also a new color I [am seeing] on a lot of cards.” she says. “The traditional reds and greens are becoming lighter shades, and even going into pinks and limes. I saw a lot of nature, earth-tone colors like orange and brown, silver and gold.” Kerry Amidon, marketing director of card maker Checkerboard in West Boylston, Mass., said the newest designs are inspired by runway fashions. “For example, this season we are going to see a lot of black-and-white cards and metallics, as opposed to the traditional red-and-green cards with wreaths or snowmen.” More personalized California special effects expert Howard Gersh became known for his computer-made holiday cards. One year, he and his family were a rock band. Another year, they sat in a one-horse open sleigh. Other cards featured them in a scene with 3-D dinosaurs. The cards became so popular that he quit his job in films to open his own card company, It’s A Keeper Cards. He’ll tell you how to pose, then you choose from templates or have him create the cards for you. If you’re more of a do-it-yourself person, consider picking up a card-making kit. Kellie Englehardt, spokeswoman for Close to My Heart in Pleasant Grove, Utah, says those are selling well. They come with a preprinted card base, coordinating stickers, ribbon, and other embellishments. Mike Hogan of Columbus, Ohio really wanted to be unique. “I decided to send a ‘How to Make a Holiday Wreath’ greeting card,” Hogan says. “I took a photo of one of the live holiday wreaths I made, which I used as the photo. I included directions on how to make a holiday wreath. People loved it.” There are even new twists on getting younger children involved. Paul Marciano, Ph.D., founder of Coloring Card Company, invented Christmas cards made for kids to color on. The idea started when he asked his godchild if she received his card. The girl proudly showed him that she had colored all over it. The idea of Coloring Cards was born. Photos galore With the reign of digital photos, it’s no wonder that people are sending more photo cards. “At first, we expected photo cards to be a nice trend that would last several years,” says Lynn Byrne, president of card maker Cooper and Oliver in Ridgewood, N.J. “But the demand is growing every year, with photos becoming an expectation on the part of recipients. I have heard more than once, ‘When I open a card without a photo, I think, ‘What’s the point?’ Everyone wants to see how everyone’s kids are growing, even if they live just down the street.” Sending pictures is more convenient than ever, if you use the computer. With CVS, for example, you upload photos and design your card online, then go to your local store to pick them up — within hours. Shutterfly will stamp and mail them for you. If you’re old fashioned and want to slide in a photo yourself, you’re not alone: Nine percent of holiday cards sold every year have photo inserts. Or, just use your own printer and do them completely at home: The Post-it Photo Card Kit, for example, includes software and sticky photo paper to print out the cards. Recipients can peel and stick the card anywhere — on the fridge, a wall or mirror. For something really unique, allPopart makes vintage illustrations and silhouettes out of your pictures — by hand. Ana Sanchez, co-founder of the Hollywod, Fla.-based company, says celebrities such as Uma Thurman and Tori Spelling are clients. Flat no more Staples sells pop-up cards by C.R. Gibson Company, ranging from a snow globe to a chilling penguin pattern. And forget the plain card — now a big trend is embellishments: Fabric, crystals, beads and foils. “It makes a handmade unique look, and is a gift in and of itself. Anything that’s individual or unique becomes more valuable,” says Barbara Miller, spokeswoman for the Greeting Card Association. Letterpress stationery, which is made by hand with old-fashioned type, is enjoying a renaissance even though the cards may cost $3 or $4 apiece. And don’t forget the music This season, American Greetings is offering new lines of song, sound and light cards. They play tunes like “It’s beginning to look a lot like Christmas” and “Santa Baby,” cards featuring lights fit for the most festive house and even offerings with holiday sounds, like Santa bellowing “Ho, Ho, Ho,” and dogs barking “Jingle bells.” Merry Christmas and happy holidays! While Kwanzaa, Hanukkah and other holiday cards are selling, 98 percent of all cards are Christmas cards, Miller says. The two most popular sayings? “Merry Christmas and Happy New Year” and “Seasons Greetings.” “There is lots of tradition in Christmas cards,” Miller says. “They may be more sophisticated, and have shorter sentiments inside, but as a whole, there is still a very traditional feeling of Christmas, and that’s reflected in the way we portray it and express it.”