When Were Postcards Most Popular?

Postcards have been a beloved form of communication and memorabilia for well over a century, serving as both a means of staying in touch and a way to commemorate travels. But like many forms of printed media, they have experienced distinct waves of popularity, with certain eras standing out as the true “golden age” of the postcard. While postcards remain a nostalgic and collectible item today, their peak popularity was undoubtedly in the late 19th and early 20th centuries, a time when rapid industrialization, advances in printing technology, and a booming tourism industry all converged to make them an essential part of everyday life. These small but powerful pieces of cardstock were not just tools for correspondence; they became social statements, status symbols, and miniature works of art, reflecting the culture and technology of their time.

Postcards in Their Prime: A Journey Through Time

The Golden Age of Postcards (1890s–1915)

The period from approximately 1890 to 1915 is often referred to as the “Golden Age of Postcards.” This era saw an explosion in postcard production and usage, particularly in Europe and North America. One of the major reasons for this surge was the introduction of the “divided back” postcard in 1907, which allowed for a message to be written on one side while the other was reserved for the recipient’s address. Prior to this, postcards had limited space for personal notes, as most of the back was reserved for postal information. This small but significant change made postcards much more convenient and appealing for people to send quick notes to friends and family. Additionally, advances in color printing and photography made postcards more visually appealing, leading to a surge in demand. During this time, postcards covered every imaginable topic—from scenic landscapes and cityscapes to humorous illustrations and political commentary. Collecting postcards became a widespread hobby, with people compiling albums filled with beautiful, rare, or exotic designs. Cities and tourist destinations capitalized on the trend, producing unique postcards that visitors could purchase as souvenirs. Given that telephones were not yet common in most households, postcards were an inexpensive and efficient way to communicate, often arriving at their destination within a day or two. People used them for everything from casual greetings to formal invitations, and even as a form of early social media, sharing glimpses of their daily lives with loved ones across the country or even internationally.

World War I and the Decline of Postcard Popularity (1914–1920s)

Although postcards remained widely used, the outbreak of World War I in 1914 marked the beginning of a decline in their widespread popularity. The war disrupted international mail systems, and many postcard manufacturers shifted their production efforts toward wartime propaganda or military communications. Additionally, paper shortages and economic hardships made postcards less of a priority for many people. While soldiers on the front lines still sent postcards home—often featuring patriotic imagery or handwritten notes of reassurance—the overall enthusiasm for postcards as a collectible and social phenomenon began to wane. After the war ended, changing social habits and the growing presence of the telephone further contributed to the decline. As more people gained access to telephones in the 1920s, quick communication became even more convenient, reducing the necessity of sending postcards for everyday messages. That said, postcards never disappeared entirely, and they remained popular as souvenirs and travel mementos, particularly in the growing tourism industry of the Roaring Twenties.

The Mid-20th Century Revival (1930s–1960s)

Despite the decline in the early 20th century, postcards experienced a resurgence in the mid-20th century, particularly during the 1930s to 1960s. This period saw the rise of the "linen postcard," a type of postcard made with a textured surface that gave it a unique, vibrant appearance. These postcards were particularly popular in the United States, where they often featured bold colors and dramatic illustrations of landmarks, national parks, and roadside attractions. As automobile travel became more accessible to the average family, postcards once again became a staple of vacations and road trips. Travelers would stop at gas stations, motels, and souvenir shops to purchase postcards as keepsakes or to send home to friends and family. During this time, postcards also became a marketing tool for businesses, with many companies using them as promotional materials to showcase their products or services. The affordability and accessibility of postcards ensured that they remained a popular way to capture and share experiences, even as other forms of communication, such as telephones and telegrams, continued to grow in prominence.

The Modern Era and the Digital Competition (1970s–Present)

By the late 20th century, postcards were still widely used, but they faced increasing competition from digital forms of communication. The rise of email, text messaging, and social media made it easier than ever to share travel experiences instantly, reducing the need for traditional postcards. However, postcards did not vanish entirely. In fact, they have remained a beloved form of souvenir, with many travelers still purchasing them as keepsakes rather than as a primary mode of communication. Many collectors continue to seek out vintage postcards, and certain niche markets—such as art postcards and historical reprints—have kept the medium alive. Additionally, the rise of personalized and customizable postcards, which can be created using online services and mailed directly to recipients, has helped postcards maintain a presence in the modern world. While they may no longer be the dominant form of travel communication, postcards continue to hold a special place in the hearts of travelers, collectors, and nostalgia enthusiasts.

Conclusion: A Timeless Keepsake

Although the height of postcard popularity was undoubtedly during the Golden Age of the late 19th and early 20th centuries, they have never truly disappeared. Their role has shifted from an essential communication tool to a nostalgic and collectible item, but their charm remains undeniable. In an era of instant digital messaging, there is something uniquely personal about receiving a handwritten postcard from a distant place, a tangible reminder of a journey, a memory frozen in time. Whether as a cherished souvenir or a collector's item, postcards continue to bridge the past and present, proving that even in a fast-moving digital world, some traditions are worth preserving.