How The Presidential Election Has Impacted Holiday Card Greetings

As you receive holiday cards in the mailbox this season, check carefully: you might notice an interesting post-election trend. Minted, your source for stationery, art and home decor designed by independent artists, is also a cutting-edge analytics company with extraordinarily rich data regarding design trends, cultural trends, and anonymized consumer behavior.

In fact, as reported by Ellen Byron at the Wall Street Journal today, Minted Labs — the company’s research and analytics arm — unearthed interesting shifts in the holiday card greetings that consumers are choosing this year before and after the U.S. presidential election.

Use of the word “cheer” is down -14% compared to 2015 orders, and ”peace” and “hope” are up +14% and +9%, respectively, compared to 2015.

It’s fascinating to see the geographical differences when it comes to holiday card preferences this season. In Hawaii, “Mele Kalikimaka” and “Sand and Snow” are messages on photo cards in our top five sellers. In California, customers prefer “Happy Holidays,” while in Alabama, “Wonders of His Love” and “O Come Let Us Adore Him” are two religious greetings among the top five bestsellers. But what’s really interesting is the trend we’re seeing around non-photo cards. In Washington, D.C., one of our best-selling designs this year is “Floral Peace” by Baumbirdy, a non-photo card which depicts a peace sign created out of holiday greenery. This is the first time in our company’s history that a non-photo holiday card has been a top-seller. Typically, designs featuring photos on the front of the card dominate our holiday card sales. This is another example of how some customers are taking a more contemplative approach with their holiday card this year.

Minted Labs investigated the greeting trend when customers contacted the company after the election to ask if they could change the message on their recent holiday card orders to be more sensitive to the feelings of friends and family. In response, we took care of these customers and also created this special product page featuring holiday cards with “peace” messages. Customers may also customize their cards by choosing the perfect greeting to express themselves.

To learn more, please read Ellen Byron’s full Wall Street Journal story here.

3   COMMENTS
  1. Becca

    Just purchased our holiday photo cards and really struggled with how to express our feelings this season. Our family (particularly mom and dad, though sometimes kids too) is not feeling cheerful or joyful on the heels of the election, and we can’t fake it. We’re concerned about the rights and safety of our friends at home and abroad and we’re dismayed by the continued hateful rhetoric we see and hear all around us. As we wrote on our card “our disappointment and concern over the election endures, but also fuels our hope that we can play a part in making 2017 a year of peace and progress.” We also created a Hamilton “My Shot” theme with our cover photo and text, so it wasn’t all a complete downer!

  2. BAELY

    What is the point of this blog?

  3. I only wish that I had stumbled upon your website earlier! I’m finding all sorts of excellent ideas for Christmas 2017!! I will be back~

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