By the 1850s, the greeting card had been transformed from a relatively expensive, handmade and hand-delivered gift to a popular and affordable means of personal communication, due largely to advances in printing, mechanization, and a reduction in postal rates with the introduction of the postage stamp. This was followed by new trends like Christmas cards, the first of which appeared in published form in London in 1843 when Sir Henry Cole hired artist John Calcott Horsley to design a holiday card that he could send to his friends and acquaintances. In the 1860s, companies like Marcus Ward & Co, Goodall and Charles Bennett began the mass production of greeting cards. They employed well known artists such as Kate Greenaway and Walter Crane as illustrators and card designers. The extensive Laura Seddon Greeting Card Collection from the Manchester Metropolitan University gathers 32,000 Victorian and Edwardian greeting cards and 450 Valentine's Day cards dating from the early nineteenth century, printed by the major publishers of the day.
These are greeting cards for the budget conscious. There are two common formats for reusable cards. Firstly, there are cards with slits in them positioned to hold pages. Secondly, there are notepad style cards where pages stick to the back of the cards. The pages that have been used for reusable cards can be removed after being received and fresh pages can be used to reuse the cards.