Chances are you’ve never noticed, but trying to find a birthday card for someone who is turning 104, as my great-grandmother does today, is basically hopeless.
The greeting card industry’s idea of “touching”, “inspired” and “funny” is depressing at the best of times, but when the intended recipient is chair-bound, still recovering from congestive heart failure and is well past the age at which every day becomes icing on the cake none of the options on the grocery store card rack seems remotely appropriate.
“Get up and celebrate!”
“Every birthday is a new beginning”
“You’re still young enough to learn some new tricks”
“May all your dreams for the future come true”
“Hope your birthday makes you happy all over”
The only way that last one might work is if one of the nurses added a birthday treat to her oxygen supply. I give it a pass.
On the phone later, my Dad says it’s not that surprising the card companies don’t make “Enjoy it, it could be your last!” cards, but I reckon with the right picture (close-up of a couple of laughing, wrinkly faces splattered with birthday cake?) it might work. Particularly if the recipient’s dementia is bad enough that the insult will be forgotten by the time the lunch tray arrives.
Centenarians and super-centenarians are among the fastest growing demographics, and since all of them lived through the Great Depression they’re clinically proven to appreciate a colorful piece of printed material far more than the average whippersnapper. Wake up card companies. It’s a captive audience!
And one we’re fascinated by, apparently. Nearly every news article on the 100+ set speculates on why some people get to live so long. Studies abound. People really want to know. Distill that wisdom into a humorous line of greeting cards, and you’d be onto a winner for almost any demographic. You could even start with a quote from today’s celebrant, who puts her own long life largely down to a vegetable-based diet and said “It’s no fun after 95.” Discuss!
On a related note, maybe Hallmark should extend a quick Latter Days line commission to Art Buckwald, who by all accounts has made dying a truly joyful, laughing matter.



