Timeless Traditions

Greeting card companies scramble to generate fresh images and messages each holiday season. But some popular designs manage to stand the test of time--and even enjoy second lives as collectible ornaments.

American Greetings Corp.’s best-selling card shows a little boy and his teddy bear kneeling in prayer. Consumers have purchased 31 million copies of the card, which was introduced in 1983, and the design is “doing well again this year,” said American Greetings spokeswoman Laurie Henrichsen.

Popular cards that sell well over the years fall into obvious categories--religious, cute, nostalgic or humorous. The kneeling boy blends several of those categories. It’s cute enough to melt the hearts of parents with young children, it has an obvious religious message, and it strikes a nostalgic chord.

Consumers pick cards that mirror their current concerns and lifestyles, Henrichsen said. A card introduced in 1992 with “Peace” emblazoned on the front has sold nearly 800,000 copies and is expected to sell well again this year because of the potential for conflict in the Middle East.

American Greetings’ “African American Madonna With Child” card is entering its fifth year and remains one of the top-selling designs, Henrichsen said.

Humorous cards can also maintain their popularity from year to year. One design featuring sophomoric names for Santa’s reindeer is entering its fourth year. Another that’s been on the market for three years shows a boy losing a snowball fight to a snowman.