According to data collected by card seller, Clintons, sales of cards for those in their seventies and above increased by 116% last year. To add onto this, it is expected that more than 100,000 cards will be sold to those celebrating landmark 90th, 95th and 100th birthdays in 2017 as well. This news comes after a family in Norfolk were the first family in the whole of Britain to celebrate the lives of six generations in one year.
With there being half a million people in the UK aged 90 and above, and 14,570 centenarians (a 65% increase in the last decade) these figures should come as no surprise. It is believed that an estimated 1,000 of these 14,570 are aged 105 or over, double the figure in 2005. It is believed that there are currently 14 million grandparents in the UK, 1.5 million of whom are under 50, with a large proportion of this group believed to become great-grandparents within the next few years. The increase in the number of people aged over 105, means that the Queen who sends out a card and a letter to each person over this age, has quite the task before her.
Tim Fairs, VP of marketing at Clintons said: “Most people of my generation have no memory of their great-grandparents, yet today many play an active role in family life. It’s great that younger generations have access to the love, experience and history of their elderly relatives and it’s fascinating that demographics are shifting so rapidly. The Queen already has quite a task signing all those letters and cards each year.”
With people living longer due to better living standards and improved quality of healthcare, the growing number of people living into their nineties and beyond should not come as a surprise. And with many people living to such ages, the chances for greater family connection and bonding is greater than it has ever been. Clintons plays a huge part in establishing family connection through the sales of their birthday cards, and also helps play a role in showing off some of the societal trends that are beginning to emerge.
Recent data has shown that more cards are bought for senior mums than dads but twice the number of cards are sold to Husband than Wife over the age of 70. And Clintons continues to lead the way in catering to this trend selling a range of cards for Mums, Dads, same-sex families and one child families.