Everything old is new again.
In fashion, a common rule of thumb is the 20-year trend cycle, where fashions that were popular 20 years ago return to the present.
For example, the 1950s were resurrected in the 1970s through TV shows like Happy Days and MASH* and the musical Grease. In the 1990s, there was a return to 1970s-style singer-songwriters and fashion.
Young people are now time-warping back to the 90s and the Y2K years with the current fashion of Spaghetti straps and slip dresses, faux fur coats with bucket hats, knee socks, and cat-eye sunglasses becoming popular.
However, with constant social media influences and easy searches on the internet, many young people are researching looks beyond the 90s. They mix in other periods in their fashion and hobbies.
For example, the 70s and 80s have influenced the return of the moustache and analog photography, with #analogphotography trending on social media channels garnering over 300 million views. Vinyl records continue to sell well. Gen Z, born between 1981 and 2000, are going beyond the 20-trend cycle and mixing and making ‘hybrid’ trends they find appealing from other decades.
The Return of Paper Cards
One of the most surprising trends of the 2020s is the return of the printed greeting card. Gen Z has given up the convenience of digital greeting cards in favour of beautiful, custom and hand-crafted cards from small craft card companies. For this group, paper cards are more personal, tactile and unique keepsakes that express emotion much better than digital cards filled with Emojis and GIFs.
Gen Z’s fondness for paper greeting cards can be partly attributed to their upbringing in a digital era fraught with risks like fraud, privacy breaches, and identity theft. Surprisingly, adults under 40 have developed a preference for nostalgic, analog experiences, gravitating toward retro technologies like elegant pens, paper books, physical bills, and vinyl records.
The ‘Good Old Days’
If you’re over 50, you likely recall the cherished tradition of buying a box of Christmas cards, pulling out your trusty address book, and carefully writing out cards to send to family and friends. There was something magical about the whole process—the anticipation of sending and receiving holiday greetings through the mail. The real joy came when cards began arriving, each one a little gift in its own right. You’d gather them together, proudly display them on the fireplace mantel or nestle them among the ornaments on the Christmas tree. Some cards, especially those with heartfelt messages or family Christmas letters, were so meaningful they were kept as keepsakes, treasured reminders of love and connection.
But like an old photograph fading with time, this beloved tradition has gradually been replaced by emails, texts, digital greetings, and social media messages—efficient, yet missing the warmth of those tangible holiday memories.
Fortunately, Gen Z is bringing back the art of holiday card-giving—but with a heartfelt twist. Instead of relying on boxes of mass-produced cards, this under-40 generation takes the time to hand-select individual cards, carefully chosen with a specific recipient in mind. Each card they send is curated and personalized, making the gesture deeply meaningful. If you’re lucky enough to receive a card from someone in this thoughtful group, it’s a sign that you hold a special place in their life.
While the Canada Post mail strike threw a wrench into this season’s card-sending tradition, there’s always next year. And perhaps there’s a lesson here for older generations: the younger crowd is showing us the beauty of slowing down and embracing the tactile, meaningful experience of sending—and receiving—a truly special greeting card.
Merry Christmas!
