The Rise of Postal Proposals: Greeting Cards Replace Traditional Knee-Drops
In an era where social media showcases extravagant engagements in vineyards and atop Eiffel Towers, a surprising counter-trend is emerging: the postal proposal. Recent data from greeting card giant Moonpig reveals a significant uptick in couples opting for low-key, card-based declarations of love, challenging conventional romantic norms.
Moonpig Data Unveils 10,500 Postal Proposals in 2025
Analysis of over 35 million orders in 2025 identified 10,500 customers purchasing proposal-themed greeting cards. Phrases like 'be my wife', 'be my husband', and the direct 'will you marry me' dominated sales, with one in 20 buyers choosing the latter for unambiguous intent. This trend isn't isolated to Moonpig; online marketplaces now offer extensive catalogues ranging from humorous gags to heartfelt designs, catering to diverse romantic expressions.
Repeat Proposals and Expanded Product Ranges
Intriguingly, Moonpig's research uncovered approximately 200 individuals who sent multiple proposal cards in 2025, including one persistent suitor who did so 11 times. In response to growing demand, the company has expanded its range with new products featuring messages such as 'Forever starts with us, will you marry me?' and playful vows like 'I promise to love you and only steal the duvet sometimes. Will you marry me?'.
Expert Insight: Romantic Evolution or Avoidant Cop-Out?
Dating and relationship coach Kate Mansfield offers a nuanced perspective. While not inherently low-effort, she suggests postal proposals might reside 'on the avoidant end of the spectrum', potentially causing confusion over sincerity. 'For an ask this big and life-changing, in-person presence is needed,' Mansfield asserts, though she acknowledges context is crucial. Incorporating a card into an in-person proposal, rather than replacing it entirely, can enhance the moment.
A Personal Success Story: Card Creates 'Life-Defining Moment'
Libby Fennell-Connell, 38, shares how her husband Dean, 42, used a greeting card to perfect effect. During a military break, Dean gave Libby's mother a wrapped present for her 21st birthday, instructing it be opened on a trip to the Netherlands. Expecting a ring, Libby found a tiny cake instead, feeling a 'quick flash of disappointment'. But the accompanying card, addressed 'to my fiancée', revealed the truth as Dean knelt before her. 'It created this quiet, grounding moment where it was just his words and me,' Libby recalls, describing it as 'incredibly personal, thoughtful, and unmistakably "us"'. The card remains a cherished memento.
Debating the Future of Romantic Traditions
As bridesmaid proposals often incorporate cards, their use in primary engagements sparks debate: is this a lazy adaptation or a sign of evolving traditions tailored to individual tastes? Proponents argue greeting cards are the modern equivalent of love letters, offering intimacy and permanence. Critics, however, worry they dilute the gravity of marriage proposals. With 10,500 couples embracing this trend in 2025 alone, it's clear romantic expressions are diversifying, blending nostalgia with contemporary convenience.
Ultimately, whether through postal missives or grand gestures, the core of romance lies in personal meaning. As Libby's story illustrates, a simple card can forge a 'life-defining moment', proving that sometimes, the quietest declarations resonate loudest.
