The postcard industry began to prosper in the United States in 1898, when Congress decided that postcards could be sent through the mails for one penny (letters cost two cents). This started a national fad. People began collecting and using them for correspondence, holiday greetings, or simply exchanging, while businesses used them as a form of advertising. The postcard album was given a place of importance in the parlor, ready to be perused in quiet moments or when friends came to visit. By 1910, millions of picture postcards were being printed and sold each year in the U.S. by hundreds of domestic and foreign publishers. Many of the cards considered collectible today were published in Germany and England by large firms, where quality printing could be done inexpensively.

The postcard is an important part of America's heritage, evolving from illustrated business letterheads, greeting cards, "carte de vistes" and advertising trade cards. From these diverse origins the postcard was combined with the latest developments in 19th century photography and color lithography. The postcard also borrowed considerably from magazine illustration and poster art, which were then reaching new artistic and technical heights.

The current exhibition at the Museum of the Arts focuses on use of the postcard as a medium for sending Christmas messages, both by individuals and commercial establishments. Subject matter on the typical Christmas postcard was usually quite simple. Cards showing the figure of Santa Claus, estimated at over 10,000 variations, are among the most collected of all holiday topical postcards. It wasn't until 1863 that Thomas Nast provided the American public with the image of a jovial, rotund figure, though the older European interpretations persisted in postcard art into the 20th century. Cards featuring Father Christmas or St. Nicholas can be distinguished by the color of the robe (usually purple, brown or green), the more serious facial expression than in our contemporary image of Santa Claus, and by his taller, leaner figure. There are many examples of Santa Claus and related European characters in the current exhibition.

Lenders to the exhibition are Stan Cohen, Frank Houde, Ford Knight and Larry Eick.