History of Christmas Cards
Christmas Cards by the Decade
1940's
Page Eleven
Many Christmas cards of the 1940's reflect the patriotic spirit of the American people. World War II brought not only Uncle Sam to the front line, but also Santa Claus supporting our troops. Some cards have Santa making his rounds on Christmas Eve with an American flag flying from his sleigh. He can also be found in cap and goggles of a bomber pilot delivering presents via the bomb bay door. Many WWII era postcards were printed by special units or commands, especially those stationed in Europe or the Middle East. This gave the servicemen a convient and inexpensive way to keep in touch with loved ones. Best wishes were not the only sentiment expressed in Christmas cards. Cards with messages such as "Missing You" were produced for servicemen overseas. WWII cards are considered by some to be some of the most popular cards to collect. The greeting card companies played their role in the war effort. Sapirstein's company, now know as American Greetings Publishers, had six artist creating patriotic red, white, and blue cards for families to send to their loved ones on the front lines. Employees at Carlton Cards often worked by light of Coleman lamps to conserve energy. Traditional themes are ever present as well as themes of recent times. Scottie dogs are still seen on many 40's era cards, but Christmas bells, candles, nativity scenes, and Santas are the most common themes. Santa, Christmas trees and reindeer started to become even more popular themes then in previous times. New images of covered bridges and candy canes appeared in the 40's. Snow covered houses, churches, and towns carried on the turn-of-the-century themes. Other old traditions included Yule logs, poinsettias, Victorian dressed people in the snow, stagecoaches, sleighs, fireplaces, and entrance ways. Children's cards became popular, with cute cartoon cats, dogs, young angels, snowmen, Santa, reindeer, lambs, and young boys and girls. Personal cards remained a common practice and personal photo cards developed into a single sided card style. Materials used to make cards included paper stock, card stock (medium and heavy), and parchment. Most were smooth but some were textured, coarse or embossed. The finish was usually a matt finish, but the use of a semi gloss finish is also found. Deckled cards were still made, but are less common then the paper or card stock folders. Glitter was added to accent the artwork on cards or were incorporated as part of the design. Hallmark used glitter to make candles on the cover of one of its cards. Glitter was most often used to represent snow, either falling or covering objects. I have one card that uses some sort of flocking for snow. Felt also appears on Christmas cards from this decade, both as a background or as part of a figure. Another trend that gained in popularity was to have a window cut out of the cover of the card, revealing part or all of the illustration on the inside of the card. Sometimes this window was covered with a thin sheet of silk paper or a lace mesh. Gold, silver, or red foil was used to highlight figures or as trim or lining for many cards. Cotton can also be found as trimming on some cards. Gone are the days of those single sided 'flats' of previous decades. Now cards are folded twice over, known as the 'French fold'. Sachets were still used to send a special card to a special friend or loved one. The use of ribbons is somewhat uncommon but still employed. The pop-up card became more popular in the 1940's. A pop-up card has a normal looking front cover, but when opened a figure or scene 'pops up' to present a somewhat 3-D effect. Die cuts cards can also be found from this decade. Some publishers used quotes from famous poets like Edgar Guest and Tennenson. In 1944 Hallmark started using the slogan "When you care enough to send the very best". The Hallmark signature and crown logo was created in 1949 when Andrew Szoerke, lettering artist and designer from New York, teamed up with Hallmark's staff artist to create the original design. It was that year that the Hallmark Fine Art Collection was created. Leanin’ Tree was founded in 1949 by Ed Trumble and Bob Lorenz as a mail order company of Western design Christmas Cards catering to western farmers and ranchers. Mr. Lorenze created a painting for the cover of Western Livestock Magazine in return for a full-page ad to promote their Western Christmas cards. All four of these cards were designed by Mr. Lorenze. Their cards were an overwhelming success and their first orders were filled from the shoeboxes kept in a one bedroom apartment in Colorado. Some other publishers include Butler-Thomas (Phila.), Golden Bell (GB) (USA),
Harry Doehla Co.(USA), Marchant (USA), Rynart (USA), Wallace/Brown (USA), Janes Art Studio (Rochester, NY),
Stanley (Dayton), Stonebrook Line (USA), Wipco (USA), and Vanmar (USA). Many cards just have the "Made in U.S.A."
markings on the back, sometimes with a number.
The card on the right is a religious theme card of the nativity sent in 1944. The front says "Christmas
Blessings" and the inside says "As once again the tale is told, How shepherds saw the Star of old, May the
Peace and Joy those watchers knew, Today find dwelling-place in you". It was printed by Quality cards.
View 1940's Gallery 1 examples BY CLICKING HERE
View 1940's Gallery 2 examples BY CLICKING HERE
View 1940's War Time examples BY CLICKING HERE
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The card on left is an unmarked card from the 1940's World War II era. It is a 'folder' type. The cover
reads "Christmas Greetings to Someone in the Service" and opens to reveal the
message "May your Christmas in the service, Prove a day just filled with cheer, And may Lady Luck be WITH
you, Every day throughout the year!".
Popular publishers of the 1940's included Hallmark, Buzza Cardozo (Hollywood, CA), Buzza
Craftacres (Mpls USA), Rust Craft (Boston), Brundage (USA), American Greetings (USA), Norcross (New York),
Quality cards, Sommerfield (USA), Grinnell (New York City), Chilton (USA), Whitman (USA), The Sunshine Line
(USA), Artistic (USA), A-Meri-Card brand, and Acweltone (USA).