In Belgium and around the world, the traditional act of sending postcards is making a comeback, even as physical mail continues to decline. The Belgian Post service, Bpost, has noticed a growing trend in the popularity of postcards, which are seen as a retro object that holds sentimental value for many people. Young Belgians view postcards as a way to capture and share special moments, as well as a reminder of childhood memories. Each year, Bpost introduces stamps on different social issues or themes, such as the recent launch of its first crypto stamp to mark the 150th anniversary of the Universal Postal Union.
Despite their vintage appeal, postcards go through a modern journey to reach their destination. Bpost relies on cutting-edge technology and computerized sorting machines, such as the Brussels X sorting machines, which can process and package thousands of items per hour. While Bpost does not differentiate between postcards and other types of mail in its figures, there has been a gradual decline in physical mail usage, with a decrease of 8.4% reported last year. The company generated €988.2 million in revenue in the second quarter of 2024, reflecting a 3.8% decline compared to the previous year.
The resurgence of postcards in Belgium is driven by a desire to connect with others in a more personal and meaningful way. Unlike the instant nature of digital communication, postcards offer a tangible reminder of shared experiences and emotions. As a nostalgic item that evokes memories of the past, postcards have a special place in the hearts of many Belgians. The act of sending and receiving postcards is seen as a deliberate choice to maintain a connection with loved ones and create lasting memories.
Bpost’s introduction of the crypto stamp illustrates the company’s commitment to innovation and staying relevant in a digital age. By combining physical and digital elements, the crypto stamp offers collectors a unique and interactive experience. This initiative not only celebrates the history of the Universal Postal Union but also showcases Bpost’s forward-thinking approach to adapting to changing consumer preferences. As technology continues to shape the way we communicate, Bpost’s embrace of new ideas ensures that traditional methods, such as sending postcards, remain a cherished form of expression.
As the demand for physical mail decreases, Bpost continues to explore ways to adapt its services and improve efficiency. While the decline in traditional mail usage poses challenges for the postal industry, Bpost is investing in modern solutions to streamline operations and meet customer expectations. By leveraging innovative technologies, such as advanced sorting machines, Bpost aims to enhance the delivery process for postcards and other mail items. Despite the changing landscape of communication, the enduring popularity of postcards in Belgium demonstrates the enduring appeal of this classic form of messaging.
