News
Monday, August 05, 2013
Technology replaces age-old tradition of greeting via ‘Eid cards’
By Waleed TariqKARACHI: With non-stop developments in technology, and rise of social media, Eid card-business has declined rapidly as people these days prefer alternative means such as text messages, emails and social networking websites that ensure timely delivery to friends and relatives across the globe.
Local gift shops no longer stock Eid greeting cards as their market has almost become 'non-existent'. SMS packages offered by cellular companies at slashed rates have greatly contributed in wiping out the beautiful tradition of sending Eid cards, thus rendering a huge blow to this particular industry.
In Karachi, places like Pakistan Chowk, Urdu Bazar, Bohri Bazar and Bahadurabad were the major flea markets to get greeting cards; however, following the recent progress in technology, a majority of traders in the metropolis have now wrapped up their businesses saying 'customers don't buy Eid cards anymore'.
Shopkeepers, who still display a variety of Eid cards to attract customers, complain about a fall in their business, while the ones who used to print only such cards, have no work left because of a 'lack of demand'. The principal reason of this dying culture is obviously the 'increasing reliance on electronic means, which offers faster and convenient mode of communication as opposed to 'wishing through cards'. People today just cannot find the time to go and buy a greeting card, and then make an effort to courier it to their 'nearest and dearest'.
"Until a few years back, people used to purchase Eid cards so much that we had to hire extra staff to keep up. The Eid card business used to flourish after Ramazan 15, and continued until Chand Raat; but now, we hardly see any customers asking for such stuff," said a bookshop owner in Bohri Bazaar. "This is why we have just stopped selling them," he added.
Aleena, a tech-savvy working woman, while justifying the use of technology said that she wants everything to be done 'there and then' and can't wait for days for the card to be received at the other end. "I only send greetings to people who are close to me, and that I do through Whatsapp, SMS and calls. I can't rely on anything that takes longer," she said.
Though easier and timesaving, this mode of communication has created emotional gaps among loved ones by inhibiting social contact and interaction. Muhammad Saleem, who still sends Eid cards to his kids in Peshawar every year, was unhappy of this growing 'e' trend. "People don't really care now. They think that just by wishing through an SMS, they're done. In fact, all have become self-centred and want to rush in everything they do," he said. "I still remember how I called each of my relatives and close friends on Eid day. It's no more the norm," he recalled.
However, some people prefer both the means, saying that although cards have much more value, technology offers easy shortcuts.
Munazza Saeed, who is a dental student at Jinnah Medical and Dental College (JMDC), said that technology has somehow taken over almost half of the meaningful interactions; still, texts serve as better alternatives. "Things you wrote on a card can be written in a text now, and it's more convenient," she said. Yet, Munazza was of the opinion that cards have their own appeal as they 'bring back the memories'.
"People save cards for memory keeping, while messages are lost. The things (cards) and those moments last forever. Cards are a genuine source of happiness," she said.
Besides technology, the slowdown in economy coupled with a fall in people's purchasing power has also put in to the abating trend of people buying Eid cards, ensuing major losses for both the card manufacturers and roadside stalls selling them.
Throughout the past few years, prices of Eid cards - amongst other things - have also risen owing to the increase in printing costs, has led people to shift to the much cheaper and handy mode of greeting via mobile phones.
Salman, a university student who favours text messages over Eid cards, while talking to the Daily Times said that rising prices of cards is a key reason behind their decline. "I used to send Eid cards to my relatives back in Lahore until recently; but now, a quality and beautifully-decorated card costs me more than Rs 50, an amount quite beyond my means. Therefore, I've resorted to alternatives. I have my cell phone and PC, why should I spend money on a 'thing of the past'," he said.
Courtesy www.dailytimes.com.pk