When it comes to God and religion, today’s U.S. population encompasses staunch followers, moderate observers, resolute atheists and many shades in between. The number of nonreligious consumers continues to grow, with millennials being the least religious group. Since millennials spend the most per December holiday card, suppliers are offering more products recognizing their values.
Cards are more secular and generic, emphasizing humor, fun and pop culture. Using heartfelt, nonsectarian messages that are not too long, gooey or serious, they celebrate the value of relationships in a post COVID-19 world. Art can involve animals, nature, word plays or celebrities. Holiday cards targeting African-Americans and Hispanics are also important.
Classic Christmas designs involving icons like Santa and baby Jesus continue to perform. But they are taking a lighter approach and utilizing contemporary colors and designs. Customary red and green remain popular, but they are being complimented by pink, teal and other hues, yielding new looks and reinterpretations of established themes.
“While traditional and religious designs are still important, there’s a trend toward being a bit more generic,” said Don Kallil, president, Design Design. “This is the biggest transition over the past 10 years. Many people want to send cards across groups with varying degrees of faith. We still use traditional Christmas trees and religious images. But they’re executed in more contemporary, secular ways. They appeal to Christians who are progressive, current thinkers.”