The Hallmark store was busy on a cold Wednesday night in early December.

Many customers were searching for the perfect gift while others were drawn to the racks of holiday cards at the back of the store.

“This store does very well, though it’s not just cards [we sell],” the cashier said.

The stores’ inventory included everything from books to stuffed toys to coffee mugs, but greeting cards made Hallmark a household name.

A few doors down, the UPS store was buzzing with business.

Folks were mailing packages, but others were buying stamps and mailing cards.

“We print Christmas cards and we send out a lot of cards during the holidays,” store owner Sohil Ghodasera said.

“The entire bin is full,” said Janki Ghodasera, his wife. “Christmas is our busiest time, with cards, packages and returns.”

To this day, the Christmas card is a way to connect with family.

“I send all my nieces and nephews a Christmas card, along with an ornament,” said Patrice Tritt, who lives in New Tripoli.

Sentiment often motivates people to search for the perfect card.

“I send one to my granddaughter each year, so she’ll have one from me,” Faye Paules said.

Often, folks reach out to friends with a holiday card.

“I only send cards to people we don’t see or to those who now live out of the area,” said Cheryl Davis of Schnecksville.

Smithsonian Magazine traces the origin of the Christmas card industry to a Kansas City postcard printing company owned by the Hall Brothers in 1915.

The brothers “soon adapted a new format for the cards—4 inches wide, 6 inches high, folded once, and inserted in an envelope.”

The introduction of the penny post helped launch the Christmas card tradition.

The practice continues to evolve.

In some circles, digital holiday greetings are becoming more popular.

“Digital business holiday cards are economical, and they reach a lot of people,” said Natalie Dunn, who works for a large pharmaceutical company and is familiar with the corporate world. “There has been a huge shift.”

Digital cards deliver holiday greetings and also serve as a thank you for goods and services delivered over the last year.

“You can post holiday wishes on sites like Instagram,” Dunn said. “People do it. They feel like that’s a way to reach anybody that you have a business relationship with.”

Costs are minimum.

“You can post a message on Instagram for very little money but people my age are still sending physical cards,” said the 41-year-old.

Not everyone is enthusiastic about digital messages.

Many people still prefer traditional cards.

“Email drives me crazy,” Shari Wilson said. “I send fiftyish cards each Christmas.”

Photo cards are gaining in popularity because they are personal and require much less effort compared to writing individual cards.

“People use companies like Shutterfly and Minted,” Dunn said.

“You can also get the envelopes printed with addresses, though they can be very costly, about three something a card.”

Photo cards and family portraits, became popular, especially for holiday greetings, by the late 1800s.

Their popularity continued into the 20th century and to present day.

“My grandmother had a photo taken of my mom and uncles which she inserted into a cutout card,” Dunn recalled. “It was so ahead of the time.”

“If I get a photo card, I never get rid of it,” Tritt said, who enjoys seeing how growing families change from year to year.

For her, it’s about keeping connected with others.

That probably explains why the tradition of sending Christmas cards continues.

“A lot of people say they’re not going to send cards anymore, but the next Christmas, they come back,” said Janki Ghodasera with a smile.