Early History
Christmas cards have been a part of our Christmas traditions for well over a
century. They bring wishes of joy and health to those we know and love.
Christmas cards give us the opportunity to honor our intentions to "keep in
touch" with an old friend or relative. They bring joy to those who receive
them, not just because of a beautiful illustration or inscription, but because
they all say, in intent, "you are thought of".
Although many early Christmas cards have a strong German influence, the
invention of our modern day Christmas card can be deemed an essentially English
invention. New Year's greetings date back as far as the 1400's, but printed
Christmas greetings developed later. Long before the first commercial Christmas
cards were produced, Germans in the fifteenth century presented seasonal gifts
called 'Andachtsbilder', a sort of a greeting card with a devotional picture
for the home. They were often decorated with a scroll and the Christ Child
bearing a cross with the inscription 'Ein gut selig jar', meaning 'A good and
blessed year.'
The use of these cards dwindled over the next two centuries. Then in the
eighteenth century special printed items were made to be given out during the
holidays. The first holiday greeting cards were probably the "Christmas Pieces"
made by students in the early 18th century. Grade-school students would take
large sheets of writing paper, printed with engraved borders, and write
messages to their parents expressing holiday greetings. A child might write a
message such as "Love to Dearest Mummy at the Christmas Season" or "Holiday
Wishes to Aunt Agatha and Uncle Fred." These samplers were designed to show
their parents how well their handwriting improved over the past year. By 1820
color was added to the engraved borders, making the pieces much more
decorative. The use of notepaper with matching envelops, both with decorative
designs printed on them, was another early custom.
The First Christmas Cards
Our modern day greeting card can trace its origin to a card printed in
December 1843. At Christmas time Sir Henry Cole, first director London's
Victoria and Albert Museum, would hand write greetings and best wishes to his
family, friends, and acquaintances. He and other well-wishers could buy sheets
of paper decorated with Christmas themes or generic holiday cards to which the
specific holiday could be added. This got to be a cumbersome task, so he asked
a friend to produce for him a Christmas card with a single message that could
be duplicated and sent to all on his list. John Callcott Horsley, an artist
friend of Cole and member of the Royal Academy, was commissioned to design the
card to be used by Cole and sold to the public. He lithographed and
hand-colored 1,000 copies of this 'first commercial Christmas card', of which
only 12 are known to still exist. The card was issued from the office of 'Felix
Summerly's Home Treasury', a periodical in that time. Those he didn't use were
sold from a local shop for one shilling apiece.
The card was three by five inches (8 X 13cm) and depicted three scenes. The
center panel portrayed a family of three generations gathered around a table
drinking wine with the Words "A MERRY CHRISTMAS AND A HAPPY NEW YEAR TO YOU"
written across a banner covering the bottom half. This expression would become
the standard sentiment of the season on Christmas cards. The left panel
illustrated feeding the hungry and the right panel was clothing the naked. This
caused such a stir with the public that the cards were withdrawn from sale. But
the practice of sending cards caught on in England aided by the passage of the
Postal Act of 1840, which allowed a piece of mail to be sent anywhere in the
United Kingdom for one penny. Prior to the "Penny Post", postage was based on
mileage and paid by the recipient upon delivery. With the postage act, the
sender could pay the postage at a single rate.
In 1844 another Christmas card was introduced for public sale symbolizing the
'Spirit of Christmas'. This one was produced by W.C.T. Dobson and sold many
more than Horsley's card had the year before. The novelty, and convience, of
Christmas cards began to catch on. Just a few years later, in 1848, W.M. Edgley
produced a card similar to Horsley's, with much the same rustic frame of
gnarled wood and ivy. However, this card had the first inclusion of holly on a
Christmas card. The greeting was the same but used the archaic spelling
'Christmass'.
Christmas Cards Become Popular
As the postal system developed and improved, people liked the idea of sending
cards through the mail. With the growth of interest in Christmas cards a new
industry was created. Considerable improvements in printing and engraving
methods came with the development of the steam printing press. By the 1850s the
improved printing techniques allowed cards to be inexpensively produced, and in
multiple colors. Sales figures were as quick to rise as were the number of
designs of cards. Popularity of cards grew so quickly that by the 1880s sales
figures were in the millions. Christmas cards were usually distributed through
booksellers and stationary shops. In the 1880s they could be found for sale in
tobacconists and toy shops, and many drapery shops.
The Christmas cards produced between 1860 and 1890 are most collectible
today. They were printed using a lithography process, which beautifully
reproduced the colorful paintings of the popular artist of that time.
Some prominent printers in the early Victorian years were:
(Click each name for further information.)
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Charles Goodall & Son, London, 1860.
First to mass-produce Christmas cards.
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Marcus Ward & Co. Belfast, London, New York. 1866-1895.
The artist Kate Greenaway designed cards for this company between 1870 - 1900.
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Raphael Tuck & Sons, Raphael Tuck & Co., London, 1870s, New York, 1885.
Prize competitions in 1880 and the "Royal Academy" series in 1882.
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Louis Prang & Co. Boston, 1874.
'Father of the American Christmas Card'.
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De La Rue & Co, London, 1874.
Prominent artist William and Rebecca Coleman were employed by this publisher.
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S. Hildesheimer & Co. London, Manchester, New York, 1876-1890s.
Introduced "The Penny Basket" set in 1879. Design competition and exhibition
at St. James' Hall, London in 1881. Began reproducing etchings and
water-colours by Wilfrid Ball, a member of the Society of Paint Etchers in
1881. Produced many flower cards.
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Augustus Thierry
London, England from 1852-1897.
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Benjamin Sulman
London, England from the 1860s -1870s.
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John Callcott Horsley
Designed the worlds first Christmas card in 1843.
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Eyre & Spottiswoode
London, England - 1878.
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Herman Rothe
London, England - 1874-1890's.
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Robert Canton
London, England - 1860s-1880s.
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Wolff Hagelberg
Berlin 1860-1890s, London 1869, New York 1889. Invited to share in the judging
of the Hildesheimer 1881 prize competition.
Pioneer Printers
Charles Goodall & Son
In Victorian days it was customary for middle and upper-class Americans to
leave a 'visiting card' when making a formal visit to another's home as a
reminder of the visit. In 1860 Charles Goodall & Son, a London printing
firm specializing in playing cards, expanded its business by mass-producing
visiting cards designed especially for visits at Christmas. These cards were
generally small, about three by two inches, and decorated with simple designs.
In 1862, Charles Goodall & Son introduced the first broad selection of
Christmas cards to the British public. These cards were ornate, usually in the
shape of a basket of flowers. Ribbons were attached that opened the flowers
when pulled, revealing messages of health, happiness, and goodwill. Others had a
cord attached so the owner could hang the card for display. Others were placed
in ornate frames and displayed as a lovely decoration. Some had pleats, so to be
free standing. Eventually Goodall and Sons began producing Christmas cards
much like the kinds we send today. Other publishers followed suit and turned
their talents to producing Christmas cards.
Raphael Tuck
Early manufacturers such as Raphael Tuck and Sons printed cards with a large
variety of charming and ingenious designs, and the price range for these cards
was just as wide. Tuck held prize competitions in 1880 for designs, a common
practice of early printers. Tuck & Son and produced the popular "Royal
Academy" series in 1882. In 1893 Queen Victoria granted Tuck and Sons a Royal
Warrant and the company began to produce Christmas cards especially for the
royal family. In 1899 Raphael Tuck convinced the British postal service to
accept private-issue postcards for regular delivery, leading to greater
acceptance by the general public. Tuck and Sons continued to produce cards for
the public sale well into the 20th century. The card on the right is a Tuck
card.
First American Christmas Card Printer
Louis Prang
Meanwhile, in the United States, Christmas cards were a rare thing. Americans
who wanted to buy Christmas cards had to pay a high price from a limited
selection of cards that were imported from Great Britain and Europe. Some used
business cards that had been embellished with a holiday motif. The earliest
attempt to produce an American made Christmas card was a printed advertisement
sent out by Pease's Great Varety [sic] Store in the Temple of Fancy located in
Albany, New York. The card showed Santa Claus with a family enjoying their
presents while a servant sets the table for the Christmas celebration. But a
true Christmas card was not produced in America until a man named Prang set up
shop.
It was in 1875 that Louis Prang introduced the first commercial printing of
Christmas cards in the United States. As a young man, Prang, a German
lithographer, came to New York and migrated to Boston in 1850. There he
established a printing business of his own and by the mid 1860's was
reproducing oil paintings using a technique he had invented which he called his
"chromolithograph" technique. This process would use up to forty-five color
plates to print one picture. It was a cheaper, less cumbersome system of
printing color from zinc plates instead of the heavy lithographic stones. He
became an immediate success because of his innovative color printing process,
despite some that called his reproductions frauds.
In 1873, Prang attended an exhibition in Vienna where he promoted his "chromos"
by handing out decorated business cards. He then followed up with the printing
of holiday greetings on the cards the next year and sent them to England for
sale. A journalist became aware of the great burden the British postal service
was bearing with the massive amount of Christmas cards being mailed wrote that
they were "a great social evil". But the sending of Christmas cards was
becoming a deep-rooted holiday custom.
The following year, 1875, Prang introduced his "chromos" to the United
States. Here he had the advantage of an improved postal system. He also felt
that Americans, known for their free spirit and roughness, longed for some
sensitivity and beauty in their lives. He sensed a need and would strive to
fill it. So he printed highly colored and beautifully designed cards that
immediately became popular with Americans. The Cherubs card shown here was
printed in 1878.
Besides Christmas cards, Prang became known for printing seasonal cards that
also celebrated Easter, Thanksgiving and Valentine's Day. His early cards
followed the typical British themes, incorporating humor, flowers, children,
animals, and elegant ladies. Many were adorned with ribbons, lace, and flowers.
Often his Christmas cards are mistaken for Valentine's or Easter cards because
they have scenes unrelated to Christmas. It appears to me that the same card
could have been used for several occasions; just by switching a plate with a
different message would turn a Christmas greeting into an Easter greeting.
1880 L. Prang & Co. Boston U.S.A.
Prang's cards were the most popular on the 19th century market. By 1881 his
presses were printing almost five million Christmas cards a year, making their
way into the homes of thousands of Americans. However, they were not the
cheapest cards of their time, with prices ranging from .75 to $1.25, based on
the value of the material used. Prang kept producing more and more beautiful
cards over a 20-year period. To stimulate new ideas for cards, Prang sponsored
a contest whereby artist would submit a design in hopes of winning a cash prize.
A panel of judges selected the final designs and awarded the cash prizes
beginning at $1,000!
The popularity of greeting cards became so large that the market was being
flooded with cards from many manufactures. Many German based imitators were
producing inferior and cheaper cards, but greater novelty. Prang tried for
several years to compete but soon became frustrated with these cards of
inferior workmanship that were taking away his market share. So he abandoned the
business in the early 1890s, as did many of the original card publishers. It
was not until the outbreak of World War I that German-made cards were removed
from American shelves. Today, Prang's beautiful cards are sought after by many
collectors and museums.
Victorian Cards
Victorian cards came in many sizes, shapes and topics. Much like the
Valentines of this period, Victorian Christmas cards were quite elaborate. Some
were square, rectangular, oval, circular, or crescent. Others were shaped like
bells, shoes, or fans. Designs included folding cards, fringed, embossed, or
iridescent. The greeting on the card could be a poem, a verse, a carol, or a
simple sentiment. Some had to be turned upside-down in order to reveal the
message.
WhileValentines were often sent by those in love, Christmas cards could be
sent by anybody as holiday wishes and a reminder that spring was not far away.
The early cards favored spring flowers such as violets, gorget-me-nots, and
pretty pansies. Many showed a sun-dappled summer scene with butterflies, birds,
or other animals. The greeting on the card was usually a sentimental love
message. An early fad was birds dressed and acting like people bring the
holiday message.
The materials used to produce Christmas cards became just as varied as their
shapes and verses. Besides the stock paper, Victorian Christmas cards used
satin, silk, plush and brocade as much as it did ribbons, lace and embroidery.
One card is known to consist of 750 pieces of material stitched together. These
adornments enhanced the artistically crafted illustrations depicted on the
card, many of which were the works of popular artists of the time.
In the 1860's and 1870's, Victorians favored Christmas cards with
illustrations of children as small adults, with all the coyness and guile of
their elders. Kate Greenaway's illustrations of children graced many Victorian
Christmas cards. Other designs included landscapes (in all four seasons),
seascapes, floral, or animals. Religious scenes were as widely accepted as
portrayals of Father Christmas. St. Nicholas first appeared in the 1850's and
was still popular in the late 19th century. Some Christmas cards showed angles
in the snow, cherubs, or fairies dancing on a pond. Red-breasted robins were
common on Christmas cards. The robin was considered a symbol of peace.
Christians believed that the robin got its red breast when picking the bloody
thorns from Christ's crown as he hung on the cross. One Victorian card (c.
1885) shows a dead robin lying on its back, killed by celebrants of the
inside-out Feast of Fools, with the message "May yours be a Joyful Christmas'
printed across the bottom. Most other scenes, however, are a little more
joyous.
In the 1880's Christmas cards reflected the taste of the Victorians. With the
coming of the Gilded Age, Christmas cards became more and more elaborate. Some
of the most popular cards were quite bizarre novelty cards with silk or feather
fringe, glitter adornments, lace, tinsel, and velvet pieces. Some had satin
centers perfumed with sachet. A favorite card was the mechanical card, it had
moving parts. A person could pull a tab or a string to make figures move and
reveal a hidden message. Religious cards first appeared in the 1890s. Christmas
trees began appearing on Christmas cards in the late 1890's.
Many famous artists contributed to the design of Christmas cards. Ellen
Clapsaddle was a very popular artist who's signed cards are highly collectible.
Kate Greenaway, a childrens book illustrator, also designed many Christmas
cards. Her works are considered masterpieces of greeting card art.
Production of the modern Christmas card got its start at the 1893 World's
Columbian Exposition in Chicago. The U.S. Post Office granted Charles Goldsmith
a license to print illustrated souvenir cards of the fair on U.S. postals. The
modern greeting card industry began soon after. In the early 1900's companies
such as Hall Brothers, Inc (later renamed Hallmark Cards), American Greetings,
Rust Craft and Buzza were established.
Christmas Postcards
The postcard boom is credited for much of the demise of the elaborate cards
of the early Victorian era. By 1907 the American public was wrapped in the idea
of the 'penny postcard', which peaked just before World War I. With more and
more Americans moving west, sending a postcard was inexpensive way to send
Christmas or other greeting cards back to the relatives and friends in the
East. Many early American, German, and British Christmas postcards had
beautiful illustrations of Christmas scenes. They carried many of the same
themes as found on the elaborate greeting cards. Mistletoe and holly still
trimmed many cards. Poinsettias were virtually unknown until the early 1900's.
Plum pudding was a featured item as well as Christmas trees. Some postcards
were issued as part of a series. It is a collector's goal to acquire all cards
from a desired series.
A novelty card called a 'hold to light' card first appeared around 1899. This
type of card was made of several layers of cardboard, with the top layer
containing the picture cut out at certain points that correspond to a Santa.
Backing these cuts was translucent paper that permitted light to illuminate the
scene on the top layer. A transparency postcard was similar to the
hold-to-light cards. They contained a blank space in a scene on the front of
the card. The card could be held up to a light source to see an image of Santa
appearing where he wasn't before. Some of the nicer postcards included
children, peaceful villages, angles, the nativity, St. Nicholas, and Santa
Claus.
It has always been interesting to me to see the many different variations of
Santa Claus depicted on early postcards. In the earliest ones Santa looks like
a woodsman, dressed in brown fur. Later he wears a purple overcoat, or a green,
or white, or a blue one. But the most common color of Santa's outfit is red.
European cards usually had him in a full length, hooded robe, while American
illustrators showed him in either a full-length robe or in pants, and with a
fur-lined cap on his head. Publishers such as Tuck, PFB, Wiener Werkstatte, and
Winsch, and other German firms, produced Santa postcards in all his varying
apparel. The artwork of Mela Kirchner and Raphael Kirchner are found on these
old cards. Other famous artist contributing to postcard art were Ellen
Clapsaddle and Frances Brundage, both popular for their childrens
illustrations. New York City based McLoughlin Brothers printed postcards with
Santa for only a few years prior to 1907. The company used previously released
designs from the 1890's.
The 'real photo postcard' was a delightful form of holiday greeting enjoyed
by all. Often the subject was the child, or children, of the sender's family in
a pose with Santa Claus. The child might be on a donkey (as in a postcard from
1860), or in a sleigh drawn by wooded cut out reindeer. The children usually
wore heavy winter coats, which appear to be hand-me-downs since they are often
a little too large for the child. Sailor suits were popular attire for little
boys. Girls wore ribbons and bows, or bonnets.
Hallmark Cards
In 1910 Joyce C. Hall, a determined young man ready to take on the world,
decided to venture into the mail-order business. In a room at a Kansas City
YMCA, Hall founded Hall Bros. With the advent of the popularity of postcards
with Americans, Hall started out with only two shoeboxes full of picture
postcards and a scheme to distribute them. He soon sensed the business
potential for Christmas cards that could be mailed in envelopes and by 1915
introduced his first Christmas cards on the market. This came during a period
when German cards were being pulled from the shelves and American manufacturers
were vying to fill the empty spots with their products.
Hall's business would eventually become the empire it is today, employing
some 700 writers, artist, and technicians. Hallmark creates more than, 14,000
greeting card designs annually, which amounts to a total of 11 million cards
produced daily in 20 different languages. While Raphael Tuck had the patent to
publish for the British royalty, Hallmark has published official Christmas
cards for every U.S. president since it introduced it's Christmas cards in
1915. It is said that LBJ set a record one year when he ordered 40,000 cards
"for his few close friends."
Christmas Cards by the Decade
1920s
By the 1920's the quality of the postcards deteriorated. They were massed
produced, giving way to less elaborate designs. The fine artwork of earlier
days became the exception and is harder to find. The Victorian Christmas card
gave way to a new and popular style. The new cards reflected the Art-Deco/Art
Nouveau style of the times. They are more stylized and fashionable with an
emphasis on nature, stylized natural lines, and muted colors. One-sided cards
with a simple design and a short message were used as either visiting cards or
signed and mailed in envelopes. They continued many of the Victorian themes,
with illustrations of children, New England churches, horse drawn sleighs or
carriages, and nativity scenes. The image of red-breasted robins, deer, or
domestic pets was still popular. Cards from the Depression era reflect the
resilient nature of Americans.
1930s
During the 1930's modern greeting card type began to flourish. The folded
card became the typical style used for greeting cards. The front cover had an
artistic design and a short greeting. Upon opening the card the recipient would
read a message wishing the best of the season to them. You can find many
Christmas cards from this decade poking fun at Depression poverty or
Prohibition. Many others are of a religious nature, usually with a nativity or
church scene. Others have a peaceful winter outdoors scene, a snowbound village
and, of course, there is Santa. Hallmark cards became more ornate,
incorporating the use of gold foil, glitter, flocking, ribbons, die cuts,
cellophane windows, and feathers.
Personal greeting cards are rare from this decade, but the tradition
continued for the following decades till today, evolving along the way. These
cards contain a photo of the sending family, or just the children, with either
a printed or hand-written message. The card was placed in a stamped envelope
and mailed. The 'real photo postcard' continued to be popular with families. By
this time the entire family was pictured on the 'real-photo postcard', and not
necessarily in a pose with Santa Claus. Photos from the family album could be
brought to a printer who could produce either a greeting card or postcard.
1940s
Christmas cards of the 1940's reflect the patriotic spirit of the American
people. World War II brought not only Uncle Sam to the front line, but also
Santa Claus supporting our troops. Some cards have Santa making his rounds on
Christmas Eve with an American flag flying from his sleigh. He can also be
found in cap and goggles of a bomber pilot delivering presents via the bomb bay
door. Many WWII era postcards were printed by special units or commands,
especially those stationed in Europe or the Middle East. This gave the
servicemen a convient and inexpensive way to keep in touch with loved ones.
Best wishes were not the only sentiment expressed in Christmas cards. Cards
with messages such as "Missing You" were produced for servicemen overseas. WWII
cards are considered by some to be some of the most popular cards to collect.
1950s
The Christmas cards of the 1950's began to use brighter colors and more
joyous themes. Humor had been used in the past but not nearly as much as in the
50's. Funny Santas and reindeer with lighthearted messages were very popular.
Mechanical cards were popular with children. Personal photo greeting cards were
still popular, especially with families that started this tradition in earlier
years. A Christmas card was also produced for the servicemen stationed and
fighting in Korea.
1960s
Themes of Peace and Love were used in the Christmas cards of the 1960's.
Peace signs and Flower Children appear on cards from this decade. The first
moon landing even was depicted on a Christmas card. In 1967 American Greetings
introduced "Holly Hobbie", a sweet little girl , remensiscent of simplier days.
Named after the artist who created her, "Hollie Hobbie" captured the fancy of
millions with her peaceful, patchwork Americana style. Cards in the 60s still
used gold foil, glitter, embossing, flocking, and other sophisticated
production techniques.
1970s and Beyond
In the 1970s, cards began to be produced with a glossy finish instead of a
flat, or matt, finish as in the previous decades. The "Forget Met Not" and
"Americard" series by American Greetings used glossy photo prints on the cover
of their cards. Hallmark was also producing cards with glossy photo prints that
could be sent in embossed envelopes. "Modern Art" replaced the intricate
illustrations and designs of earlier cards. American Greetings had a cartoon
character, designed by Tom Wilson, named "Ziggy' who became an American
infatuation. He appeared on nearly every type of greeting card, including
Christmas cards. Charlie Brown was also featured on many Christmas cards. Both
"Ziggy' and "Charlie Brown" usually brought some sort of a humorous message to
the recipient of the card. Victorian scenes of a family decorating a Christmas
tree, or a sleigh ride on a snow bound country road, gave a nostalgic look back
at Christmas' past. American Greetings also used the artwork of the
distinguished Swiss artist Anne Marie Trechslin, well known for her realistic
floral portraits, in their "Floral Portraits" series.
Chartities had Christmas cards printed to generate revenue to support their
ministries. Politically correct cards also made an appearance. Some cards
included brale embossed under the printed message. Recycled Paper Products,
Inc. of Canada produced cards that were "100% recycled paper. Made entirely
from reclaimed waste paper. No trees were destroyed to make this card." They
were cardstock with simple, two color designs and sold for $1.00. In 1971, a
design by Alan Chiara was "printed on Genuine Parchment" for an American
Greetings Christmas card.
Cards used soft tones, pastels or water colors. Many were trimmed or
highlighted in gold leaf. An embossed message in gold leaf was a popular
design. Glitter was still used, but to a much lesser degree than previous
years.
Popular Christmas card producers were American Greetings, Hallmark Cards
(Ambassador Cards), Buzza (Anaheim, CA), Rust Craft ("Brownie" series), Quality
Crest, Grand Award (Boston, "Christmas Originals" series), Drawing Board
Greeting Card, Inc (Dallas, TX), and Gibson.
For other examples of Victorian Christmas cards visit the Christmas card page at Frederic Copeland, Esq. Stationers
