Ahead of National Kindness Day on 13 November, UK Greeting Card Association says these are the towns that will likely send more Christmas cards than most Carlisle in Cumbria tops 2025 parade of towns with the kindest hearts
As Britain prepares for a Christmas season filled with connection and kindness, the UK’s Greeting Card Association (GCA) has unwrapped its list of the country’s ‘Kindest Towns’ for Christmas 2025 with its annual survey of where a handwritten card means more than most. The announcement comes ahead of National Kindness Day on 13 November, a perfect reminder that the simple act of sending a card can brighten someone’s day, well before the Christmas rush begins.
The annual kindness survey which is produced by the GCA, revealed the towns where people are spreading the most joy through the simple, heartfelt act of sending cards. And in 2025, maybe there’s something about the letter ‘C’. Making up the top four places are Carlisle in Cumbria, Chester in Cheshire, followed by Colchester and Chelmsford in Essex.
Also lighting up the leaderboard are Mansfield, Stockton-on-Tees, and Wigan, with other thoughtful communities including Cambridge, Cardiff and Doncaster rounding out the top ten. At a time of year when post boxes gleam red against twinkling lights, and doormats become treasure troves of festive greetings, the findings highlight the enduring power of the humble card to bring a moment of kindness.
And to celebrate the season, the GCA has launched its #Cardmitment Christmas campaign, encouraging everyone to commit to sending a card this year. Not only does sending a card light bring joy to sender and recipient alike, but each card also supports the thousands of people involved in Britain’s creative greeting card industry – from small high street retailers to the world’s best printers, producers, designers and writers.
The greeting card industry is in rude health. In its recently released 2025 market report, it said the overall retail value of UK single card sales in 2024 totalled £1.53 billion, an increase of 1.1pc on 2023 and the average retail price for all single cards rose to £1.95, up from £1.89 in 2023. Seasonal sales also remained strong. Christmas single cards accounted for 11pc of total retail value, with a retail value of £168m and an ARP of £1.93, excluding boxed and assorted packs. But more important than the numbers, each card plays a small role helping the mental health and well-being of millions of card senders and recipients each year.
It doesn’t have to cost much to keep in touch at Christmas – from John O Groats to Lands’ End sending a card second class still costs just 87p.
“Greeting cards are amazing little things. At Christmas especially, a handwritten card delivers something truly magical — it shows someone has taken the time to stop, think, write and connect.
“It’s that small act of kindness that keeps people feeling close, even when they’re miles apart.
“Greeting cards nurture local independent shops, support charities, and help sustain the postal
service we all treasure,”
“But most importantly, they deliver kindness — one envelope at a time.
“And with National Kindness Day on 13 November, it’s a timely reminder for people to plan their
own demonstrations of kindness at Christmas by making plans to buy, write and send their festive
cards.”
So, whether it’s a festive robin, a handwritten message of love, or a card covered in sparkle the
GCA is inviting everyone to make a #Cardmitment this Christmas and invite other towns to
become part of kindest towns and keep the spirit of card sending alive.”Amanda Fergusson GCA CEO
