The Resurgence of Postcards in Belgium

This summer, a wave of nostalgia for traditional communication methods is sweeping through Belgium as classic postcards experience a delightful resurgence. Despite a general decline in physical mail, Belgium’s national postal operator, Bpost, reports that postcards remain a cherished form of correspondence, untouched by this downward trend.

One young Belgian shared, “Postcards are a bit of a retro object. While my generation might perceive them as less common, we still choose to send them. As physical keepsakes, they serve as souvenirs for those who receive them.” Another Belgian added, “For me, capturing a moment and sharing it with someone else is incredibly important. Postcards evoke emotions and remind me of cherished childhood memories.”

Each year, Bpost introduces a stamp that highlights a trending social issue or theme. This year, they launched their inaugural crypto stamp—a unique blend of physical and digital art that can be collected or exchanged online. This innovative stamp was released in June to commemorate the 150th anniversary of the Universal Postal Union (UPU).

While postcards may evoke a sense of vintage charm, the processes involved in their delivery are anything but old-fashioned. The advanced sorting machines in Brussels, known as Brussels X, can efficiently process and package between 25,000 and 30,000 items every hour. This high-tech approach ensures that postcards reach their destinations quickly and reliably.

Mathieu Goedefroy, a representative from Bpost, explained, “We don’t separate the figures for postcards from standard mail like letters. However, we have observed a decline in overall mail volume ranging from 5% to 10% each year. Last year’s decline was recorded at 8.4%.” In fact, during the second quarter of 2024, Bpost reported revenues of €988.2 million, marking a 3.8% decrease compared to the previous year.