Holiday cards have long been a symbol of warmth and tradition, but they’re not just for friends and family. Businesses are now part of the ritual too – and customers welcome it. A recent national survey from VistaPrint of 1,000 U.S. consumers confirms that holiday cards remain a highly effective way for companies to express gratitude, reinforce loyalty, and stay top of mind.
Far from being dismissed as marketing clutter, business holiday cards are overwhelmingly embraced. In fact, 85% of respondents said they enjoy receiving them. That level of positivity underscores their continued relevance in an era where most outreach happens digitally.
Industries Where Cards Resonate Most
The survey reveals which industries are most strongly associated with sending holiday cards. Insurance agents (41%) and healthcare providers (40%) top the list, with personal services such as salons, spas, and gyms not far behind (35%). These are businesses built on recurring interactions and trust, which makes holiday cards a natural extension of the relationship.
Other sectors register too, including banks and financial advisors (34%), retail (31%), and restaurants (31%). While not every industry sends holiday cards, the variety suggests that cards are not confined to one specific trade. Any business that wants to reinforce personal connections has an opportunity to strengthen the relationship between brand and consumer, especially during the holiday season.
The Role of Local Businesses
Interestingly, respondents expressed no overwhelming preference for who sends them the cards. More than one in three (35%) said they enjoy receiving cards equally from local shops and large chains, while 31% leaned toward small businesses. This demonstrates that both independent stores and national brands can benefit as long as the effort feels sincere.
However, local touches do matter. About 31% of the respondents said cards from businesses in their own communities feel especially memorable. This highlights an advantage for small businesses that can tie cards to neighborhood identity, local imagery, or community involvement.
What Makes a Card Stand Out
For holiday cards to make a lasting impression, effort is key. More than half of consumers (51%) notice when a card reflects genuine care. Visual design also plays a big role: traditional holiday imagery was most memorable (42%), followed by creative or artistic approaches (37%). Together, this suggests customers want a balance – something familiar enough to feel seasonal, but distinctive enough to stand apart.
Messaging matters just as much. Nearly half of the respondents (49%) said that expressions of gratitude stayed with them more than simple holiday greetings or humor. Customers want to feel recognized, and a holiday card provides a natural space for businesses to say “thank you” for support over the past year.
Personalization and Authenticity
Where holiday cards truly shine is in the personal touches. A handwritten message or signature was considered extremely or very important by 63% of respondents. Mentioning a recipient’s name or referencing a specific relationship had nearly the same impact. These elements transform a seasonal mailing into something closer to a personal gesture, blurring the line between marketing and genuine appreciation.
Cards that include photos can also enhance authenticity. Consumers particularly enjoyed seeing familiar team members or staff (36%), followed by glimpses of community involvement. These visuals reinforce that the business is made up of real people, not just logos.
Timing and Format Preferences
Holiday cards can lose impact if they arrive at the wrong time. Half of the respondents pointed to early December as the ideal window. Sending too late risks getting lost in the shuffle of the holiday rush, while cards that come too early may feel out of sync with the season.
When it comes to format, the preference is clear: a majority (53%) favor physical cards, compared with just 9% who prefer digital. The tactile quality of paper, combined with the effort it implies, makes printed cards feel more meaningful than an email or e-card.
Beyond Sentiment: Cards Drive Business Impact
While the emotional resonance of holiday cards is clear, their practical effects shouldn’t be overlooked. Half of consumers said cards reinforced a positive impression of a business, and nearly as many reported that cards made them more likely to continue using that company’s products or services. Notably, 47% said cards keep businesses top of mind for future needs.
Promotional elements add another dimension. More than half (51%) said a holiday card containing a special offer prompted them to reach out, whether for a purchase, booking, or service. This demonstrates that holiday cards can influence both sentiment and action when carefully designed.
A Modern Tradition with Staying Power
What emerges from the data is a clear message: holiday cards are not relics of the past. They thrive precisely because they offer something digital outreach cannot: tangible connection, thoughtful design, and personal recognition. For businesses, especially those built on trust and repeat customers, cards provide an affordable way to strengthen relationships and stand out in a crowded season.
Whether sent by a local café, a healthcare provider, or a nationwide retailer, a thoughtfully crafted holiday card signals care and appreciation. And in return, customers reward that effort with loyalty, recall, and often, renewed engagement.
This survey was conducted online on August 14, 2025, with a representative sample of 1,000 U.S. respondents who reported receiving business holiday cards every year, most years, or some years. Those who reported never receiving cards were excluded.
