There are the obvious ones: religious people get snowy church/choir in a town square/twelve days of Christmas, people with young children tend to get one with Father Christmas etc.
But for the general people, the ones I like more get cards that I think are nicer
If I'm feeling particularly meh about you you might get one of last year's leftover cards (the horror!). I didn't actually realise I did this until my boyfriend asked me how I chose what to give to who...