The article examines ‘well-wishes’ as a speech genre that was initially borrowed from direct communication, but transformed over time and is now functioning in the web environment in the form of pictures or drawings containing poetic and prosaic texts, GIF animations, videos, slide shows of static images replacing each other and accompanied by music, as well as audio files (audio postcards or voice greetings). Most often, wishes alone or together with congratulations form the content of virtual cards (graphic genre), intended for various occasions: official and unofficial holidays, joyful events or development of interpersonal relationships. The research indicates a high prevalence of virtual cards with wishes in the collections of various Internet resources and presents the results of the analysis of digital marketing in the field of holiday discourse genres. Genre innovations give rise to ambiguous social perceptions. On the one hand, virtual cards are in demand and are used as ready-made templates for congratulations and wishes for all occasions; on the other hand, their texts and graphic features become risk factors. The study shows the social perception of texts and graphic design of postcards based on statements collected by the authors on various Internet sites, This perception is clearly evidenced by reflective statements containing rational, linguistic, emotional and ethical meta-evaluations. We have identified meta-evaluative statements based on intercultural differences, in particular, drawing attention to the perception of wishes among young people exposed to the trends of the feminist subculture, which is characterized by ideas that contradict the traditional values of Russian culture. The presented metatexts indicate the processes of change in the everyday consciousness of citizens under the influence of mediatization: preference is given to real communication.