Created in 1843, the same year as Dickens first published ‘A Christmas Carol’, a case can be made for the modern idea of Christmas beginning here
By Oliver Bennett
This winter this cheery and convivial image can be seen at The Postal Museum in Mount Pleasant, EC1 – and it happens to be on record as the first Christmas card ever to be sent.
The card story begins somewhat later than one might think – a mere 180 years ago. Sir Henry Cole, the first director of the Victoria and Albert Museum, commissioned it in 1843. As this was also the year that Charles Dickens’ defining novella A Christmas Carol was published, the case could be made that the modern idea of Christmas was invented in this year – although full commercialisation of Christmas took a few more years.
As The Postal Museum says, the initial print run was for just 1,000 cards a number that would barely cover the inhabitants of a typical London terrace. Cole used the cards as he needed then sold the rest on for one shilling each, which is worth approximately £7 or so. Then a typical day’s wage for a labourer, it was considered a bit pricey for the mass market.
True, it was a bit of a production. Designed by painter John Callcott Horsley, a friend of Cole’s, the cards were printed and then hand-coloured by a professional colourist. The subject ploughed two Victorian charitable themes of “feeding the hungry and clothing the naked” and a multigenerational party scene with, somewhat controversially, children drinking wine. To show that the term ‘Christmas card’ hadn’t taken hold, a contemporary advert talked up the benefits of this “Christmas Congratulation Card: or picture emblematical of Old English Festivity to Perpetuate kind recollections between Dear Friends.”
It worked, proving so popular that more had to be printed. That said, few survive today and this one is from the Post Office Museum’s own collection, making it an exciting seasonal treat to be able to see the origins of a huge industry.
‘The first Christmas Card’; (until 5 January 2023)
Make Your Own Holiday Cards
3 December, 10:30-16:00
Families can get creative by personalising holiday greeting cards, inspired by designs in The Postal Museum’s collection. Participants can decorate their creations with printing, decorations and embellishments.
Design Your Own Gift Wrap and Tags
10 December, 10:30-16:00
Visit The Post Office Museum, 15-20 Phoenix Place WC1X ODA
Visit postalmuseum.org
