In a city that once celebrated every emotion with a greeting card, that familiar habit now seems to be slipping away.
While breathing in this Gen Z-driven world, the question naturally arises: is Kolkata’s tradition of sending cards quietly fading, or is it, truth be told, heading towards extinction?
For any 90s kid, birthdays, anniversaries, New Year wishes, and Bijoya greetings were once incomplete without a carefully chosen card. People spent time reading lines, touching textures, and picking something that felt right for their loved ones. Today, most wishes arrive with just a tap on a phone screen, and the personal charm of a handwritten note is slowly being lost.
To understand this shift, News Ei Samay spoke to people across the city who are still connected to the world of greeting cards in different ways.
At Archies, Gariahat, one of the city’s most familiar card stores, the change is clearly visible. Shibani Saha, owner of the store, shared that footfall has reduced over the years. "Archies’ card response is still quite good, not the same like before. Still a lot of people come over to get the cards. The current generation are unaware of Archies cards, since everything is on mobile. But it’s this nostalgia that makes it special."
"Even today, our card sales are doing well, whether it’s Valentine’s or Christmas. Though many Archies' stores are closing, we’re satisfied with our card sales. People come from far and wide just for the cards," she added. She also shared, "Recently, one customer bought 128 cards for their family, and our racks were completely emptied."
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Another small stationery shop owner said, “People still come, but mostly during Valentine’s Day or birthdays. Earlier, cards were bought for almost every occasion. Now many say, ‘We’ll just send a message' .” According to that shopowner, younger customers prefer gifts or digital messages, while cards have become more of an add-on rather than the main gesture.
On the busy footpath of Esplanade, a hawker selling calendar cards tells a different story. Sitting beside piles of colourful cards and pocket calendars, he says sales have gone down, but not disappeared. “Earlier, people would buy cards for the New Year, birthdays, and puja. Now they mostly buy bulk calendars for the office. Still, some older people stop and look at cards,” he said. For him, cards are no longer about profit, but survival.
School memories of handwritten cards
Students at Jadavpur Vidyapith reminisced about the days when greeting cards were a cherished part of school life. Back then, classrooms would buzz with excitement as students exchanged cards to mark New Year's, birthdays, and other special occasions.
Saswata Bhattacharya shared, "I loved reading the handwritten messages inside them, as they felt more personal and full of love." Another student, Swapnanil Choudhury, added, "The last greeting card I got was in class 5 or 6, maybe. It was a big 'thing' back then. We used to celebrate New Year's Day in school by giving each other greeting cards on 2nd January every year." The ritual of picking, writing, and sharing cards made those moments memorable, creating bonds beyond just a simple 'Happy New Year'.
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Today, greeting cards have largely become a symbol of nostalgia. What was once valued as a personal memoir-a tangible memory of love, care, and thoughtfulness- is now remembered fondly, even as few continue the tradition. The cards, with their handwritten messages and tactile charm, serve as reminders of a slower, more personal way of celebrating life’s moments.
The shift from paper to screen reflects a larger change in how people express emotions. Digital wishes are fast and convenient, but they lack the touch, smell, and effort of a physical card. While greeting cards may no longer be a daily habit, in Kolkata, they still carry memories of a time when feelings were folded, sealed, and hand-delivered.
