ALEMAR'S CHRISTMAS AD, 1978 |
The Christmas Card tradition began in the United Kingdom
when Henry Cole and artist John Horsely designed the first card in 1843, and
sold them for a shilling each.
PRINTED CALLING CARDS with Christmas sentiments, 1910s-20s |
The practice caught on and the Americans introduced
holiday card sending in the first decade of the 20th century However, the first local cards were
simply “tarjetas” or calling cards that featured the name of the sender
and a simple one-line printed sentiment,
The first illustrated Christmas cards were imported and
sold in bazaars and stationary shops in Manila. It was after the war that the
practice of sending cards took off, as they became more available.
In the 60s NATIONAL
BOOK STORE (NBS) and ALEMAR’s were the leading sellers of
cards, especially of Christmas Cards. NBS started its own line of Christmas cards,
and the most popular were those that carry native themes and scenic and
historical spots like churches, mountains, waterfalls and historical buildings.
It was only in 1974 that NBS got the Hallmark Card license, which led to the
burgeoning of the greeting card business.
ALEMAR’s commercially
printed cards under its own name, but it also carried Gibson Christmas cards that
were popular I the 70s.
Today, the custom of mailing Christmas Cards is fast
fading. Quickly taking their place are online greeting cards that are animated or scored with music, are deemed
more engaging and easier to send with just a click of a computer key—no need to
go to the post office.
On this spread are the seasonal ads ran by NBS and ALEMAR’s promoting their line of holiday greeting cards, to remind
us of the days when sending Christmas Cards was the most thoughtful, tangible way
to greet a loved one—with a pretty card that one can actually touch, read and
re-reread again, and keep, as a reminder that “no one throws away memories”.
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