Forget twee festive scenes - sending Christmas cards these days is a brand-building exercise.
How you choose to spin your holiday greetings depends on who you are and what you want to achieve.
If you're a politician, you'll stick with a fairly wholesome and reassuring message (cue: children or cute photos of the family dog).
If you're a TV or film star, you might want to shake things up a little more, as with Ellen Degenere's hilarious rip-off of Kanye West's Bound 2 music video.
With news of Tony Blair's festive grimace hitting the headlines this week, come check out our own - unashamedly random - selection of the best and most entertaining Christmas cards out there right now.
From the sublime to the weird and the moving, they're definitely an eclectic mix...
Cherie and Tony Blair (2014)
The former PM strikes a slightly menacing note in his annual card.
Mena Suvari (2013)
Mena and her boyfriend Salvador Sanchez embrace the spirit of the awkward Christmas card with gusto.
Ellen DeGeneres and Portia de Rossi (2013)
Portia and Ellen spin their own version of Kanye West’s imitable Bound 2 music video, featuring Kim Kardashian.
Prince Charles and Camilla, Duchess of Cornwall (2013)
Hats ahoy as the royal couple release a merry photo of themselves in the Ascot box.
Hugh Hefner (2013)
The Hef is resplendent in a silk dressing gown with his wife Crystal Harris, in a touching snap from the Playboy mansion.
The Clegg family (2013)
Nick Clegg and his wife Miriam González Durántez endure a little festive photo-shopping, courtesy of their three young sons.
Fergie and Josh Duhamel (2012)
These two photoshopped their faces onto other peoples' bodies - a process which saw Josh develop enormous biceps.
Nigel Farage (2014)
The Ukip leader's card takes a dig at the tweet that landed Labour MP Emily Thornberry in trouble recently.
Kelly Clarkson (2013)
The American Idol winner and her husband's family are a little unsure of the visiting Mr Claus, by the look of things.
Paris Hilton (2013)
The heiress is the very essence of understated.