Businesses Card-Sending Trends Change with Times.

Holiday Cards Reflect Companies' Evolving Priorities

KANSAS CITY, Mo. -- It seems more businesses are opting to send elegant, religion-neutral holiday cards this year. Businesses are becoming more sensitive to the culturally diverse audiences they serve, and as a result, traditional "happy holidays" greetings are rising in popularity.

"The purpose of a holiday card is to strengthen a relationship," said Marc Wagenheim, product development director for Hallmark Business Expressions. "Sending a card that doesn't assume a particular religious faith provides a way to wish good tidings without offending anyone."

Over the past ten years, Hallmark Business Expressions, a subsidiary of Hallmark Cards, Inc., has seen marked trends in the kind of holiday greeting cards businesses are sending. In response to demand, the company has expanded its non-religious holiday card line to more than 80 choices. However, the company still offers a variety of cards designed for specific holidays, such as Christmas, Hanukah and Kwanzaa.

The reasoning behind the move is simple, Wagenheim explains. "After striving to show customers you are in touch with their individual preferences all year, it's important to send them a greeting card that reinforces your business relationship," he said.

That's why the preferred business holiday greeting card is fast becoming one that does not reference a religious holiday. Last year, the most popular card in Hallmark Business Expressions' holiday line featured a snowflake design with a "Happy Holidays" message. Other best sellers are those with secular messages of joy and abundance, Wagenheim said.

Popular images include elements of nature, such as pinecones, trees, deer, snow and cardinals. The most popular color? Surprisingly, blue. And, for those companies that want to be among this year's holiday card fashionistas, Wagenheim recommends penguins. "They're really in," he said. One card features a group of penguins sporting bow ties and reads: Just wanted to formally wish you a very happy holiday.

That's about as humorous as businesses are willing to get when it comes to holiday cards. "Most of our customers feel humor is inappropriate and wouldn't send a funny card unless they knew the recipient very well," Wagenheim adds.

Some businesses will begin shopping for holiday cards as early as September to beat the rush and take advantage of early-bird discounts. Others will wait as late as Dec. 15, pinning all hopes on overnight delivery.

Wagenheim recommends that unless a business knows the recipient's religious preference, it should send a non-religious card. "When mailing holiday cards to people of different ethnic or faith backgrounds, consider Thanksgiving or New Year's cards. If you do choose a holiday card, select one with a secular design and sentiment," he suggests.

For those who still struggle, Wagenheim says ask for help. "Hallmark Business Expressions offers over 100 holiday greeting card designs. We can help you find the right holiday card with the right message and image," he said. "We even offer a variety of options to help businesses address, post and pay for holiday cards," he adds.

About Hallmark Business Expressions

Hallmark Business Expressions helps businesses cultivate relationships using greeting cards to communicate with key customers, prospects, employees or donors. Serving a wide variety of companies, from the Fortune 100 to small businesses, Hallmark Business Expressions provides distinctive ways to stay in touch and make a lasting impact. The company offers a variety of options to customize and personalize business greeting cards.

Created by the company that has helped people express themselves for nearly a century, Hallmark Business Expressions offers businesses that same knowledge and expertise in business greeting cards. Hallmark Business Expressions is a subsidiary of Hallmark Cards, Inc., headquartered in Kansas City, Mo. Visit us at www.businessgreetings.com.