Rising Costs Prompt Shift Away from New Year's Greeting Cards in Japan
As inflation continues to impact everyday expenses, a significant number of Japanese citizens are moving away from the long-standing practice of sending New Year's greeting cards. The persistent rise in prices has led many to reassess their spending habits, particularly during the festive season.
In recent years, Japanese businesses have also begun to embrace digital alternatives to traditional paper postcards. This transition not only helps reduce costs but also alleviates the workload during one of the busiest times of the year.
Following an increase in prices in October, the cost of a standard New Year's postcard has risen to 85 yen (approximately $0.50), up from 63 yen the previous year. Japan Post Co. has reported a decrease in the initial issuance of greeting cards, with 1.07 billion cards issued -- a drop of over 25% compared to the previous year. This marks the 14th consecutive year of decline in postcard production.
According to an online survey conducted with 5,000 participants aged between 15 and 79, New Year's cards ranked as the top item people plan to cut from their budgets for 2025, with 10.8% indicating they would forego sending them. Other items deemed less essential included lucky bags, which offer a mystery selection of goods, and dining out.
Japan's inflation rate has remained above 2% for more than two and a half years, a noteworthy trend for a nation that has historically struggled with deflation. The waning interest in sending traditional postcards correlates with the rising popularity of messaging apps, social media platforms, and other digital communication methods.
A survey conducted by Teikoku Databank Ltd. found that nearly half (49.4%) of approximately 1,340 companies have opted to discontinue sending New Year's cards. An additional 8% plan to follow suit by 2026. The findings reveal a division among companies regarding the future of this tradition.
While some firms have expressed their intention to abandon the practice in favor of social media communication, others maintain that sending New Year's cards is a cherished aspect of Japanese culture that cannot be easily replaced.
