CHRISTMAS CARDS

Greymouth Evening Star, 24 December 1934, Page 9

CHRISTMAS CARDS

MILLIONS OF GREETINGS. The modern Christinas card is a development of an old form of greeting known to our ancestors as “Christmas pieces.” These offerings were merely sheets of letter paper, surmounted by a scroll border and flourishes on which small children with their help, perhaps of governesses, inscribed seasonable good wishes to their parents and friends. Writing in “Chambers’s Journal” for November, Mr Horace Wyndham says that among the many ■who claim to have invented the modern Christmas card, Mr J. C. Horsley, a Royal Academician, has prior rights. His'card, which was issued in 1843, was an oblong designed in three sections. The middle section depicted a typical family jabbering round a table bearing turkey and plum pudding; . and the other two showed figures distributing alms to the poor. The honour of being the inventor is often ascribed to Thomas Shorrock, a stationer of Edinburgh. Although Shorrock’s card undoubtedly predated that of Mr Horsley, it was, nevertheless, undoubtedly a New Year card. At the time of its issue Mr Horsley’s card drew upon its designer the wrath of the unco guid. It “embodied a shocking idea—it actually glorified the consumption of alcohol by young people.” Commercially, however, .it was a great success. The innovation spread with extraordinary rapidity. Before long everyone from duke to dustman and from countess to cook bought the cards. From thousands a year the output became milions annually. At first designs did not go beyond sprays of holly and plump robin redbreasts. In 1880 impetus was given to the trade by a special exhibition, al which the judges were Royal Academicians, and a, prize of £5OO was awarded for the best design. Twelve months later members of the Royal Academy were accepting commissions for designs. The Royal 2\.cademy series was by no means as popular as were the cards designed by more obscure artists. In 1882 a second exhibition was held in which a prize of £5,000 was awarded. This went to Miss Alice Havers. The history of the Christmas card has shown that the -work of women artists has always been the most popular. Publishers have always paid well for good. work. One publishing house in 1882 paid more than £7,000 for its designs. In 1884 a collection of drawings' that had been used for designs of that year- was sold for £2,000. Christmas cards must always be “up to date.” Artists are always on the look out to conform to the vogue of the moment. Politics would seem to be the only subject left untouched by the designers. The rule is wise, and it still holds good, because of the risk of injuring the feelings of the recipients. Although verses and quotations from recognised poets are semetimes employed on Christmas greeting cards, the authors of the usual vapid lines prefer a modest anonymity—which is, perhaps, as well. The industry employs many thousands of people. Artists submit their designs in January. By March tho accepted work is in the hands of the printers. The whole of the work of printing, examination, and boxing must be completed by August, so that deliveries may be made to overseas customers well before Christmas. The greeting cards impose a tremendous burden on the postal authorities during the Christmas season. In London during Deceinher it is said that, at a low estimate, 40,000,000 Christmas cauls pass through the post-office.