Postcards from Italy: Sales are declining, but there are still people who buy and give them as gifts

Sunday, Feb 1, 2026

Il Sole 24 Ore

Postcards persist as cultural objects and memories despite digital decline, evolving from travel messages to souvenirs.

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[This is an automatically generated summary, for reference only]

Postcards are persisting in Italy and Europe despite digital decline, evolving from travel messages into cultural and memory objects. Although their use has changed from sending updates to friends and family during vacations, they remain available as souvenirs in tourist areas like Cagliari and Rome. While sales have significantly decreased due to the rise of social media and smartphones, some vendors continue to stock them because they attract customers. Sociologists suggest that for some people, a physical postcard offers a more aesthetic experience than impersonal selfies. Furthermore, postcards are being repurposed as keepsakes, bookmarks, or small pictures. In contrast to Italy’s focus on souvenirs, Hungary holds historical significance as the birthplace of the first official postcard in 1869.

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