A Merry Christmas Revolution: How Henry Cole and Victorian Ingenuity Gave Birth to the Christmas Card Tradition

Picture this: it’s 1843, the streets of Victorian England are buzzing with the early signs of festive cheer, and one man, Henry Cole, is staring at a growing pile of unanswered mail. In an era when not replying to correspondence was a social faux pas, Cole had a conundrum. He was a high-profile civil servant, the first director of what we now know as the Victoria and Albert Museum (V&A), and a man with a dizzying social calendar. Yet even for a man of his stature, the holidays demanded a personal touch.

Enter the Christmas card. To solve his festive dilemma, Cole turned to his friend, artist John Callcott Horsley, for a creative solution. Horsley designed a triptych-style illustration featuring a cozy family celebration flanked by charitable acts. Cole commissioned a printer to produce 1,000 copies of this first-ever Christmas card, which included a cheerful, customizable greeting: “A Merry Christmas and A Happy New Year to You.” The idea was practical and, for its time, revolutionary.

But Cole’s creation wasn’t without its critics. The card depicted children sipping wine alongside their parents, much to the horror of Victorian temperance advocates. Despite the backlash, Cole’s invention planted the seeds for what would become a cornerstone of holiday tradition.

The Spark That Ignited an Industry

The 1840s were a transformative period for Christmas in England. Prince Albert, Queen Victoria’s consort, had introduced German customs like the Christmas tree, while authors like Charles Dickens fueled the holiday’s burgeoning popularity with stories such as A Christmas Carol. Against this festive backdrop, Cole’s Christmas card stood out as a practical yet heartfelt gesture, perfectly aligned with Victorian values of family, charity, and social connection.

While Cole’s original venture wasn’t a commercial success—the cards sold for a steep shilling each—the idea caught on. By the 1870s, advances in printing technology made cards more affordable, and the introduction of the Half Penny Post in 1894 further boosted their accessibility. Suddenly, Christmas cards were everywhere, featuring everything from snowy landscapes and cheerful robins to Santa Claus and children’s games. These images solidified the visual lexicon of Christmas we still recognize today.

A Victorian Obsession

The Victorians weren’t just sending cards; they were collecting them. These keepsakes became symbols of taste and social status, with publishers competing to produce the most elaborate designs. Techniques like chromolithography and die-cutting allowed for vivid colors, intricate shapes, and even fabric appliqués. Some designs were so elaborate that they were sold as sets in “penny baskets.”

Renowned artists of the time, including Linnie Watts and Harry Payne, contributed their talents to the medium, elevating Christmas cards into a form of popular art. As historian George Buday noted, “the Christmas card from its beginning was more closely associated in the minds of the senders with the social aspect” of the season rather than its religious significance.

From Victorian Keepsake to Global Phenomenon

By the early 20th century, the Christmas card had crossed the Atlantic and evolved. In 1875, Prussian immigrant Louis Prang introduced the first American Christmas card, notable for its artistic simplicity. Meanwhile, the Hall Brothers (later Hallmark) redefined the format in 1915 with folded cards inserted into envelopes, providing ample space for holiday greetings.
This innovation paved the way for the mass production of cards we see today. Over time, household names like Salvador Dalí and Norman Rockwell lent their creative genius to Christmas card design, solidifying their place as cherished collectibles and cultural artifacts.

Henry Cole’s Legacy

What began as a pragmatic solution for a time-strapped Victorian has become a global tradition. Today, the UK alone sees around a billion Christmas cards exchanged annually. The V&A continues to honor Cole’s entrepreneurial spirit, showcasing selections from its collection of over 30,000 cards—a testament to the enduring charm of this festive tradition.

Henry Cole’s first card may not have been an instant hit, but it was undeniably ahead of its time. One of his original cards fetched £22,000 at auction in 2013, proving that even 180 years later, the holiday greeting he pioneered remains a symbol of connection, creativity, and Christmas cheer. As we pen our own cards this season, we’re continuing a tradition born from Victorian ingenuity and the simple desire to spread a little joy.