Blame on the prevailing sombre sentiment or total take over by technology, the good old greeting cards are just not in demand as people bid adieu to the year 2008.
"Our sales of new year greeting cards have decreased by 20-25 per cent this season," says Jagdeesh, a salesman at a greeting card outlet in the bustling South Extension market in the capital.
Owing to the recent global meltdown and the Mumbai terror attacks, Delhiites have chosen a more subtle way of sending New Year greetings and celebrating Christmas and New Year this year, he says.
"Except for birthday and friendship cards, cards that are meant for different occasions and days, we hardly have customers for any other category of cards," says Naveen, cashier of a gift shop in Connaught Place, a popular shopping district.
A city which witnesses festivities on New Year eve every year, Delhi is sans 'lights', 'cards', 'gifts' and jubilation this season with five star hotels refraining from bright decorations and advertising festivities to attract patrons.
"We do not feel like exchanging cards now. This year has had enough for us to grieve on," says Romila, a 25 year old student of English Literature.
Helpage India's manager in greeting cards department, Nandita says, "Due to the market recession, there is a dip of about 35 per cent, although the exact figures aren't out as of now. Corporates who buy in bulk have cut their demands."
It is a different story from Draupadi Trust, a non profit organisation engaged in the empowerment of women and youth. There is no change in demand, in fact there is an increase in the sale of greeting cards this season.
Chairperson of the trust, Neera Mishra says, "We have an increase of approximately 25-35 per cent. Recession has not affected our sales because ours is not a commercial organisation. People associate with it because of the cause."
Blaming the E-boom and cheaper mobile phones besides recession and Mumbai tragedy, Mohan, an employee in a greeting card outlet says, "We have been put under immense competition from the last 5-6 years due to the increasing use of E-greeting cards and the introduction of low cost mobile phone sets.
"This year, the sale has dropped mostly due to the tragedy of the Mumbai attacks and the ongoing problem in economy."
Criticising the increasing use of e-greeting cards, an employee in the Archies outlet in Noida says, "No matter how many new technology driven ways of expressing your emotions come, the effect and importance of the greeting cards will and should not wane."
Supporting the view, Tejal who stands inside the shop, sifting through the greeting cards lined up at the gallery, says, "Sms's, emails or e-greetings can be instantaneous in nature but when it comes to communicating your feelings, there is nothing like a replacement to greeting cards."
