E-cards killing ‘E’motions

Christmas presents and cards have been replaced with e-cards and gift vouchers/coupons

There was a time when, we looked forward for those precious greeting cards our spouse/siblings/relatives used to send us for Christmas, then the distance mattered and the world was not the so-called Marshall McLuhan’s Global Village. May be distance formed a unique bond, and words expressed much.

Adapting to the new and recent is something life has always been about. None has remained in the mundane, but for many, emotions meant much, “My dad lives in Dubai, and has lived there for most part of his life, away from the family, away from us. We missed him much, and there were just few mesmerising moments all through the year, the years he would come down to India and those special momentous wishes on Christmas and birthdays. I used to wait for days altogether to get my greeting card, and those words on the card meant so much to all of us. Today, maybe we are grown up much and things have changed. We are always in touch and always send each other greetings on mails, and phones,” shares Ratan Braggs, Corporate Employee.

Today, we see across the globe on how close everyone is, in fact always posted and updated, everything at your fingertip. But what changed is an attachment; something which was too personal became so effortless that, the worth came down. “Something new is very much preferred, and people have an eye towards it. For instance, there was a time when many photo studios across the country were on a verge of shutting down. The reason being the uniqueness in videos and they convince them that videos will remain imperishable. But that did not change the course of history and gradually people understood the worth of photographs. On a very similar way people did prefer e-mails over real cards but the personal touch of cards still remains, and many still come down and buy greeting cards but to their very close ones,” says Jumana, Expressions Archies, Abids.

But one factor remains that the impressions and the personal chord greeting cards associated with us have been still the same, there is no difference, “Things come and go but wishes with a personal touch remain. And that is one reason why greeting cards remain. No matter what has happened over the years people still walk into my store to buy their loved ones a card,” says Raju, Fifth Avenue Gallery, Sainikpuri.

However, it will be simply unjust to push the blame on the technology. Progress is a course of life and less greeting cards has a lot many other reasons, “People go for what are easily available, for time and budget matters. Earlier they used sms to send wishes across, and for many youngsters’ facebook tags was something they liked, but I do not think e-mail has replaced greeting cards, but the e-cards have. People can send their own personalised messages across, and that is gaining popularity,” shares Neeraj Verma, Archies, Andhra Pradesh.

“People here come for greetings for their very close ones, and many other aspects have now been replaced by e-cards. I will not deny that the sales have come down, but it is because the budget people have has changed. Cards are now very expensive as compared to the earlier time. Our target is also a higher segment of buyers and we make personalised cards for them, few very innovative ones, like musical ones, talking cards and many other cards of higher range, these are expensive and not preferred by everyone,” he adds.

Corporate offices and IT areas are few places where people prefer to buy cards and send across. Often times these are to promote many charitable trusts which engage in making cards like Cry Foundation.

With just two days left in the grand festival of Christmas, members of the Christian community in the twin cities are giving final touches to their preparations for celebrating the event in a befitting manner. With each passing day until the Christmas Eve, people are preparing for the festivity with more enthusiasm. People are giving final touches to their programmes and parties to celebrate the day with their loved ones. From official gatherings to cake cutting ceremonies in small communities, the joyous occasion fills the atmosphere with the colours of Christmas that mainly include Christmas trees, Santa Clauses, carols and gifts. Girls and boys studying in various educational institutions run by the churches are rehearsing for tableau and carols to add charm to the Christmas functions. Many youngsters are seen composing songs to sing at functions in connection with Christmas.

And moreover, the shopping spree is visibly unbound. Stars, Christmas trees, decorative items, items to prepare manger at home, etc are available in most stores of the city. Party hotspots are leaving no stones unturned. Most places like TGIF, Hard Rock Café, Cuba Libre, Country Club will have a Christmas Carnival for the eve. While, churches are being painted and decorated, everyone is ready to embrace Christmas with arms wide open. Christmas cribs, stars and illuminations are already in place in most of the Christian families.