FAISALABAD  –  The decades-old tradition of sending Eid greeting cards on the occasion of Eid-ul-Fitr has almost disappeared in Faisalabad as modern digital communication tools, social media platforms and mobile messaging services have replaced the once popular cultural practice of exchanging printed Eid cards among relatives, friends and loved ones. For many years, sending Eid cards was considered one of the most cherished traditions associated with the festive season.  The people used to send beautifully designed greeting cards to family members, relatives, friends, teachers and respected personalities belonging to different walks of life as a symbol of love, respect and goodwill.  However, with the rapid advancement of technology and the widespread use of smart-phones and internet services, the custom has gradually faded and is now rarely seen in markets or households.

A survey conducted in different parts of Faisalabad revealed that social media platforms, instant messaging applications, email and special promotional packages introduced by mobile phone companies have almost completely replaced traditional Eid cards. These digital greetings are not only cheaper but also reach recipients instantly, making them more convenient for modern users compared to conventional postal services. Market observers noted that only a few years ago the situation was entirely different. As soon as the holy month of Ramazan began, temporary stalls selling colorful Eid greeting cards used to appear across major bazaars and shopping areas of the city. 

The seasonal traders set up small kiosks and roadside stalls to sell greeting cards for about a month while publishing houses remained engaged throughout the year in designing and printing a wide variety of Eid cards. In those days, the markets such as Jhang Bazaar, Rail Bazaar, Aminpur Bazaar and Katchery Bazaar witnessed dozens of stalls displaying greeting cards decorated with calligraphy, floral patterns and traditional Islamic artwork. The customers, especially young people and students, used to spend considerable time selecting cards carrying thoughtful messages to send to their loved ones.  The popularity of Eid cards had also created a competitive environment among publishing companies that produced greeting cards in different designs, colors and price ranges. Many publishing houses used launched new Eid card collections every year in an effort to attract customers and increase sales during the festive season. The tradition also placed an extraordinary workload on the postal department. During the last days of Ramazan, post offices across the city had received thousands of Eid cards for delivery through ordinary mail, registered post and parcels. Postal staff often remained busy sorting and dispatching greeting cards throughout the day to ensure timely delivery before Eid.  According to former postal employees, the volume of mail during the Eid season was so high that the department sometimes issued public advisories requesting citizens to post their greeting cards before a specific deadline to guarantee that the messages reached recipients before Eid-ul-Fitr.  However, this entire ecosystem of greeting cards—once an integral part of Eid festivities—has largely vanished with the emergence of digital communication technologies.  Commenting on the changing trend, senior bookseller and stationery shop owner Muhammad Rashid, who has been running a shop in Aminpur Bazaar for over three decades, said the business of Eid cards has almost completely disappeared. “There was a time when customers used to purchase dozens of greeting cards to send to relatives and friends across the country. 

Today, hardly anyone asks for them because people prefer sending messages through mobile phones and social media”, he added. Similarly, a representative of a local publishing house noted that the demand for printed greeting cards began declining rapidly after the expansion of internet services and smart-phone usage. 

“Printing Eid cards used to be a major seasonal business for publishers, but now the market has shrunk drastically. Most companies have either stopped producing greeting cards or reduced production to a very limited quantity”, he explained.

The citizens also acknowledged the shift towards digital communication but expressed mixed feelings about the disappearance of the traditional practice. University student Ayesha Khalid said that sending greetings through mobile applications is convenient and cost-effective particularly for people who want to convey Eid wishes to a large number of contacts simultaneously.

However, many older residents believe that the charm and emotional value associated with handwritten greeting cards cannot be replaced by digital messages. Retired teacher Abdul Hameed said that selecting a card, writing a personal message and posting it through the mail created a unique emotional connection between the sender and the recipient. “Receiving a physical card from a loved one used to bring immense joy because it carried a personal touch”, he added. The cultural observers argue that while technology has made communication faster, cheaper and more accessible, it has also changed the way people express emotions and maintain social traditions. 

The process of choosing a card, writing heartfelt wishes and waiting for it to arrive created a sense of anticipation and excitement that is largely absent in instant digital messaging.

Despite disappearance of the once-popular practice, some nostalgic citizens still believe that reviving the tradition of greeting cards could help preserve a meaningful cultural element associated with Eid celebrations.

Nevertheless, with mobile phones, internet services and social networking platforms dominating modern communication, the traditional Eid greeting card—once a symbol of festive affection and social bonding—appears to have become a fading memory for the new generation.