Success cards and the rise of materialism

by · The Observer

What began as a simple tradition of sending well-wishing messages to pupils and students preparing for national exams has evolved into a display of lavish gifts and extravagance.

For decades, success cards—once modest and heartfelt—were a crucial part of encouraging candidates, boosting morale as they faced academic pressures. Anita Ayebare, a teacher at Makerere primary school, recalls how success cards symbolized support and encouragement, providing a meaningful way for family and friends to show care during a pivotal academic moment.

“It used to be simple—a straightforward card with a few encouraging words. But these days, things have become more complicated. Parents are now bringing items you wouldn’t usually associate with success cards,” Ayebare remarked.

Traditionally, these cards featured basic, encouraging messages like “We wish you success” and were sometimes accompanied by small gifts such as pens or geometry sets. However, the modest practice has transformed significantly in recent years. Today, it’s common for parents to arrive at schools bearing elaborate gifts, from money bouquets to expensive gadgets and luxury items.

Social media is flooded with images of parents showcasing these extravagant success card packages. This year, the trend reached new heights when one student received a car as a part of their exam success celebration, a stark shift from the tradition’s original intent.

Annet Nabulya, a resident of Kavule, Kampala, commented, “It’s becoming less about supporting the children and more about impressing other parents.”

Meanwhile, Tony Mukasa Lusambu, a former commissioner at the ministry of Education, sees the shift as part of broader changes fueled by educational liberalization. Lusambu noted that consumer culture and social media have amplified this trend, reshaping the once-simple ritual into a highly competitive display.

“Some of these changes are driven by social media, which has amplified the need to ‘outdo’ others,” he explained.
“Parents are eager to showcase their efforts to friends and family online. Photos of children surrounded by flower bouquets made of money, smartphones, and other expensive gifts are widely shared in WhatsApp groups, further fueling this competitive spirit.”

This trend, according to education experts, has turned into a form of social competition, placing added pressure on parents and shifting the focus away from academic encouragement.

Lusambu expressed concern over the trend, noting that what began as a positive tradition has evolved into a “competitive showcase.”

He pointed out that some parents now feel obligated to match these displays to prevent their children from feeling left out. Lusambu has urged schools to step in and discourage such extravagant gestures, emphasizing the need to return to the tradition’s original purpose of support and encouragement.

Irene Atukunda, a parent, echoed this sentiment, suggesting that gifts, if given, should be saved as rewards for academic performance rather than offered before exams. She advocates for a simpler approach during exam season, with an emphasis on emotional support and prayer rather than material offerings.

Learners themselves have mixed reactions to the trend. While some children enjoy receiving both success cards and gifts, others are content with a simple card. Patience Tumwebaze, a Primary Seven candidate, noted that while success cards are appreciated, additional gifts should depend on each parent’s financial ability.

“If my parents can afford the gifts or money flowers, they can bring them. If not, a simple success card is enough,” Tumwebaze remarked.

Educators and mental health professionals warn that the shift towards material rewards may affect learners’ perspectives on education and achievement. Professor An- thony Muwagga Mugagga, principal of the College of Education and External Studies at Makerere University, explained that such gestures risk refocusing learners’ attention on material rewards rather than their performance and hard work.

“The focus on lavish gifts can distract students from the exams themselves, making the process more about what they receive rather than their effort,” he said.

School counselor Sarah Naki raised additional concerns about the emotional impact of these displays, cautioning that learners might come to view their value as tied to the gifts they receive rather than their personal achievements.

“Students need emotional support, not distractions,” Naki emphasized, adding that extravagant gestures could shift learners’ focus away from the importance of hard work. In response, some schools have begun implementing policies to control the types of gifts allowed during exam season.

Josephine Ndagire, headteacher at Faith Junior School in Nyendo, Masaka city, stated that her school has placed restrictions on gifts, urging parents to prioritize their children’s emotional well-being over material displays.

“If parents cannot keep their gifts simple, we have policies to maintain an environment focused on academics,” Ndagire explained.

As Uganda’s success card tradition reaches a turning point, educators, parents and policymakers are reflecting on how best to preserve the spirit of encouragement without fostering unnecessary competition or distraction among learners.

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