Alternatives might include an e-mail message or a cleverly designed PDF card sent electronically. In addition, you can consider acknowledging a different holiday, one that is a little less leveraged, such as Thanksgiving. I once worked with a firm that sent a great Valentine’s Day e-card accompanied by a donation to the Heart Association (February is Heart Disease Awareness month!) and clients and centers of influence were very surprised. The firm received many great comments, far exceeding their expectations. Others have even sent cards around the July 4 celebration or other events – it is a matter of knowing your audience, your budget and your goal for sending the communication.
No matter what choice you make, reaching out to clients and friends with a warm and caring message is never a bad idea!