Bavarian Postcard Tradition Faces Decline, But Endures – Breaking News
GARMISCH-PARTENKIRCHEN, Germany – August 26, 2025 – A beloved tradition is facing headwinds in the heart of Bavaria. The postcard, once the primary method of sharing vacation greetings, is experiencing a significant decline in popularity, according to Johannes Huber, third-generation owner of Huber Photo Publisher in Garmisch-Partenkirchen. This breaking news story highlights a shift in communication habits and the challenges faced by small businesses adapting to a digital world. This article is optimized for Google News and SEO to ensure rapid indexing.
The 35% Drop: Why Are Postcards Losing Ground?
Huber reports a staggering 35% decrease in postcard sales over the past decade. While the decline isn’t a death knell for the business, it’s a stark reminder of changing times. “Postcards are still being written, but far less than before,” Huber explains. The reasons are multifaceted. The rise of instant communication platforms like Instagram and WhatsApp certainly plays a role, but the decline began even before social media’s dominance. Affordable travel and the early adoption of mobile phones – even those without internet access – offered alternative ways to stay connected. A significant factor, however, has been the dramatic increase in postage costs, now reaching 95 cents per card. This has even led some retailers to stop selling stamps altogether, and the dwindling number of postal branches adds to the inconvenience.
A Century of Memories: The Huber Family Legacy
The Huber Photo Publisher isn’t just a business; it’s a family history intertwined with the evolution of Bavarian tourism. Founded in 1920 by Johannes Huber’s grandfather, Hans Huber, the company began with stunning photographs of the region’s majestic mountains, particularly the Tensile tip. Hans’s work quickly gained recognition, and the business flourished. The 1936 Winter Olympics in Garmisch-Partenkirchen brought a surge in demand for souvenirs, including postcards, as visitors from around the globe sought tangible memories of their experience. The family persevered through the hardships of World War II, and experienced a revival with the Passion Plays in Oberammergau in the 1960s.
From Telegrams to Souvenirs: Adapting to a Changing Market
In the past, a postcard wasn’t just a greeting; it was often the only way to let loved ones know you had arrived safely. It served as a vital link, a precursor to the modern-day text message. Johannes Huber recalls his father, Hans-Peter, famously “smuggling” into the construction site of the 1972 Munich Olympic Stadium to capture early photographs – a story that’s become family lore, with the construction helmet still proudly displayed in their basement.
Today, while postcards remain a sentimental purchase, the business has diversified. “You have to see the overall package,” Huber says. “Postcards are a grateful product, you can store and send them well. They lure people into the shop, where there are other souvenirs.” The core business now revolves around refrigerator magnets, snow globes, bottle openers, and keyrings – items that offer a broader appeal and higher profit margins.
Neuschwanstein and Marienplatz: The Enduring Appeal of Classic Views
Despite the challenges, certain postcard motifs consistently outperform others. “Our focus is in Bavaria,” Huber explains. “And the bestsellers here have been Neuschwanstein Castle for many years and the Münchner Marienplatz with the carillon.” Tourists gravitate towards classic, recognizable images of landmarks they’ve personally visited. Artistic or unconventional perspectives don’t fare as well. The enduring popularity of these iconic scenes speaks to a desire for authentic, tangible reminders of travel experiences.
Huber notes a surprising trend: Germans themselves are still avid postcard writers, often displaying them in communal kitchens. He emphasizes the personal touch of a handwritten message, viewing it as a sign of genuine appreciation and a connection to a simpler time. The act of sending and receiving a postcard, he believes, carries a weight and meaning that digital communication often lacks.
As the postcard industry navigates a changing landscape, the Huber Photo Publisher stands as a testament to resilience, adaptation, and the enduring power of a cherished tradition. The future may hold more magnets and keychains, but the spirit of sharing a piece of Bavaria with the world will undoubtedly live on.
