Dumping Christmas

PostShop, East Gardens.  I was amazed to see how poorly Australia Post was merchandising Christmas Cards - in dump bins at the front of the store. I could understand discounting them in the immediate run-up to Christmas, say a few weeks to go, but I would have thought they should be a 'hero' product right at this point.  It does after all use their core product/service - ie snail mail.  They should not be surprised that people are sending fewer cards if this is how they treat them - they should be special after all - or have they, too, commoditized Christmas ?