· Analysis of Christmas cards
by Clintons indicates that snow scenes have been affected by global warming
· Father Christmas loses 12kg
in a decade
· Robin Redbreasts endangered
· Wise men in decline,
replaced by the less-seasonal Darth Vader, Kylo Ren and teddy bears
Analysis
of the artwork on thousands of Christmas cards from the last two decades by
Clintons, the national chain of greeting card retailers, indicates that global
warming, diet-consciousness and popular culture are having a dramatic effect on
what we have on our mantelpiece.
The
robin redbreast appears on fewer cards than ever before, continuing the decline
last reported in Clintons’ card index in 2014. In the last decade,
Christmas card designs featuring robins have declined by 29.2%, in contrast to
their real-world equivalent population, which has grow by 49% since the 1970s.
Snowmen
have increased in frequency on Christmas cards, up by 15.2% in the last decade.
Wider
analysis of the animals depicted on Christmas cards this year has yielded
several surprises. There are virtually no donkeys. Robins remain a
frequent, if scarcer feature. Reindeers have been unaffected by fashion
shifts, appearing on 10% of cards. But the surprise four-legged feature
is the bear, which features on 32% of cards this year.
Tim
Fairs, a director at Clintons, said: “It has not been a good year for Wise Men,
according to our analysis. But each year brings fresh depictions that are
add to the Christmas heritage. This year, for some reason, bears are
popular. Snow has succumbed a bit to global warming, but with last week’s
fall, card artists for 2018 may be starting to think a bit differently.”
Snow
remains a popular theme, with snowflake designs up 8.2% in the last ten years.
Estimated average snow depth on cards has continued to decline, though, with
‘deep and crisp and even’ replaced by manageable weather conditions. Tim
Fairs added: “Snow tends to be more at the Met Bureau end of the spectrum than
the Snowpocalypse headline.” Accordingly, few cards now depict sleighs,
reflecting the easier travel conditions portrayed.
In
most card depictions of snowy scenes, snow appears to be an average of six
inches deep.
Christmas
trees remain a prominent feature, appearing on 29% of cards this year.
Depictions
of Father Christmas continue their slight downward trend (3.6% over the decade)
but his fashion influence remains strong, with 8.3% more characters on cards
wearing his trademark red hat than this time ten years ago.
Creatures
wearing the Santa hat this year include dogs, cats, teddy bears and rabbits.
Father Christmas appears to have lost around 12kg in the last decade and his
famous rosy cheeks have changed from Pantone colour code 217 to Pantone 177.
His famous red outfit has deepened in tone in recent years, moving from Pantone
1795 to Pantone 1807.
However,
despite these changes, Christmas card designs remain as traditional as ever.
While many people seem concerned that the true meaning of Christmas has been
forgotten, it seems that at Christmas, people still stick with tradition.
Victorian street scenes remain as popular as ever, with holly bushes, bells and
stars all apparently here to stay.
This
year there is some evidence the Christmas is a more distant and ancient
celebration that we imagined, with several cards featuring Darth Vader and his
grandson Kylo Ren from a long time ago in a galaxy far, far away - and proving,
perhaps, that whatever your views on galactic domination, Christmas is a family
affair.
Tim
Fairs, Clintons, added: “It’s fascinating to see how depictions of Christmas
combine tradition and fluidity. We’re surrounded by new technology, but this
seems to be the one time of the year when everyone indulges in traditions – the
satsuma in the stocking, the Christmas card, the rustle of wrapping
paper. Thankfully, though, the light sabers are toys.”
The
Christmas card market has become increasingly sophisticated, with complex
pop-up cards and luxury options. Glitter, a staple of Christmas, now appears on
27% more cards than it did a decade ago. Cards, from Clintons’ range of more
than 1,000 different options, range from £1 (for many) to £25 for a deluxe
card.
Cards
have also become highly-prized and valuable collectors’ items. The first
ever Christmas card was designed by John Callcott Horsley and commissioned by
Sir Henry Cole in 1843. The card featured a design showing three generations of
a family raising a toast to the recipient – the “eat, drink and be merry” theme
remains familiar today. It sold for a staggering £22,500 at auction in
2001.
Clintons was founded in 1968 and is a leading retailer
of greeting cards, gifts and wrap in the United Kingdom. There
are currently hundreds of stores all over the UK, including Scotland,
Wales and Northern Ireland as well as a fully transactional website. Every
year, over 30 million people visit our stores.
We require all our suppliers to comply with applicable
law, including the EU timber regulations. FSC, or Forest Stewardship
Council, is widely respected as having one of the most robust and stringent
forest certification programs in place to ensure ethical sourcing of paper
products. We continue to strive to ensure the ethical sourcing of our timber
products.
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