This is what the greeting cards you send say about you

Whether you’re an ‘overflower’ who fills both sides of the page, a ’one-liner’ who sticks to ‘Have a good one!’, or the ‘humourist’ who never misses an opportunity for a joke, the way you choose and write cards says more about us than we realise.

Royal Mail has teamed up with psychologist Donna Dawson to explore what the UK’s approach to greeting cards reveals about our national psyche.

According to new research[1] by Royal Mail, there are six distinct ‘card personalities’ with the majority of Brits categorised as ‘one-liners’; opting for brevity over elaborate declarations. Most respondents (29%) prefer short phrases like “Have a good one!” and simply sign their name.

Psychologist Donna Dawson said: “As a nation known globally for its stiff-upper lip, it’s no surprise that Britons think a one-liner is a safe card to play. This approach is about showing rather than telling, valuing tangible action over wordy shows of affection.”

One in five of us (20%) use laughter to avoid expressions of emotion, dubbed the ‘humourist’. They opt for funny or sarcastic cards as a way to connect without heavy emotional displays. In contrast, ‘handmade heroes’ make up just 4% of Britons with card crafting losing popularity amongst time poor adults.

Expert Donna Dawson shares the traits to look for to understand ourselves and our friends and family a little better:

THE ONE-LINER: 29% of Britons are ‘one-liners’ - Prefers brevity, often signs with a short phrase. Actions speak louder than words, values practicality over expression.

THE HUMOURIST:20% of Britons are ‘humourists’ - Uses jokes to connect or avoid expressing deeper emotions. Outgoing, playful, and appreciates the lighter side of relationships.

THE COVER STAR: 11% of Britons are ‘cover stars - Chooses cards that reflect both the recipient and their own taste. Thoughtful and discerning, they are a born diplomat in relationships.

THE OVERFLOW-ER: 4% of Britons are ‘overflowers’ - Loves expressing feelings in detail, often writes mini letters inside cards, and uses cards to strengthen bonds and share news. Usually nostalgic and generous in life.

THE HANDMADE HERO: 3% of Britons are ‘handmade heroes’ - Creates cards personally, often with family, relishing sentimentality and creative expression. Optimistic and thoughtful.

THE OVER-EMPHASISER: 3% of Britons are ‘over emphasisers’ - Highlights words and adds exclamation points to convey sincerity. Deeply expressive and loyal, aiming to communicate love clearly.

Richard Travers, Managing Director, Letters at Royal Mail, said: “In an increasingly digital world, sending a card in real life remains a powerful and personal way to show you care. These findings show that every word, underline, or doodle is more than ‘just a card’ – it’s a window into how we value and express our relationships – something that isn’t always possible with virtual greetings.”

The research also explored the nation’s buying behaviour and shows that appearance is the most important factor when choosing a greeting card, with 48% of people prioritising how it looks. This is followed by the message inside (44%), the wording on the front (43%) and price (42%). Suitability for the recipient’s personality or interests is also key for 40% of respondents.

However, convenience (18%), sustainability (10%) and personalisation (9%) - choosing a card that has the recipient’s name or photograph on show - play a lesser role in decision-making.

Women are more likely to be influenced by how a card looks, placing significantly more emphasis on visual appeal, with over half (52%) citing how a card looks as their top priority compared with 43% of men. In comparison, men show a stronger preference for personalisation (11% vs 7%).

Donna concludes: “The card you choose to send to someone will say a lot about you: whether you express yourself at length, emphasise your sincerity, add your own touches, remain brief, opt for humour or make your own card, your choice will reveal how you relate to others and what you think of the recipient.”