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Greeting cards, left. stacked on a rack at a novelty store in Dimapur. The once beloved tradition of sending cards seems to be fading.[/caption]
Eastern Mirror Desk
Dimapur, Dec. 22: Greeting cards are becoming—or, already become?—a thing of the past. There was a time when stores and roads in Dimapur town were decked in Christmas cards for sale even from November. All that now seems to have become a memory only people from the older generations remember. And there were times when Christmas cards that were received from loved ones were hung in a thread in almost every home—or stored away lovingly, which also has perhaps become a thing of the past.
‘It’s been five years since we last received customers looking for Christmas cards... whatever is up on the rack are more than a year old while some packets are still lying unopened since the day we put it up on the rack,’ said an entrepreneur Sachin Jain to Eastern Mirror. Jain runs a gift shop "Cards Shop," located at the Arcade building along NL Road in Dimapur. Jain has been running the shop for almost 20 years.
The tradition of sending real cards is slowly dying out with the younger generation having appeared to be drowning in internet and mobile technology including those who have gone through the phase of exchanging greeting cards. But the warmth that Christmas cards bring is special because it’s sometimes hard to express one’s true feelings in person but one that can be done in writing.
Jain said, "Since the advent of mobile phones, the sale of cards has declined. There were times when even a 'safe journey' wishes cards was selling but now the only card that sells-to some degree are birthday cards from the school students."
Jain said that this year he received some customers looking for Christmas cards, which was expected for him as a shop owner. "Since I do not receive any customers looking for cards for several years our shop did not bother to procure cards from the wholesaler, which is usually procured from Delhi or Guwahati. Even the wholesaler markets have limited cards because of the loss," he said.
However, Jain said, although the social media has taken over the old way of sending love or greetings, "Cards Shop" continues to take the risk of keeping cards on their rack with a hope that people would come looking for one.
Another gift shop retailer pointed out that he had removed the cards in his shop rack as there were no buyers and the cards were all lying covered in dust while some had even worn out. There are only about two-three retailers in the city that still has cards.
Where’s the love?
"All I want for Christmas is to be able to send and receive a simple card that shows warmth and love. Since the advent of mobile phones and social media, I have not received any greetings through cards. Receiving cards make it special, whatever the occasion may be," said Dr. Rushulo Khing of Eden Medical Centre in Dimapur.
Likewise, photographer Mireuyi Herie talked about how wishes or greetings are incomplete without cards those days. He says ‘hundreds of SMS is equal to one printed Christmas card,’ he explained and remarked: "Without wedding cards only family members will attend the wedding so why don't we keep and practise the age old tradition of greetings through cards as electronic conveniences have long taken over the warm greetings through card."
Again, local singing hero Alobo Naga has a word: "I still love the classic hand written greeting cards, and I value it but unfortunately with the advancement of digital age, it is dying in the recent years. Personally, I find it more genuine when I receive greeting cards rather than digital greetings. It is the effort that counts."
Another person who has experienced the “old” custom of exchanging greeting cards is Ninoto Zhimomi. He said: "Ever since electronics and technology took hold of our human life there is a decrease of emotions and feelings. Long back we visit homes of our near and dear ones giving cards and cakes but the trend is long lost. There were emotions and attachments with the sharing of cards with respect to the person. People nowadays are totally dependent on the technology which is good for the bad and bad for good."
The practice of sending Christmas cards is declining. The myriad social media has an effect on the practice. While the internet offers more convenience, there is nothing more original and touching than receiving or sending a personal Christmas card, which is still cherished by many. The tradition of greetings cards is one of the most expressive mediums of conveying messages, many people agree.
