National Survey Finds Consumers Plan to Send Christmas Cards As Usual
Americans Find Comfort in Familiar Holiday Traditions

CLEVELAND, Nov. 21 /PRNewswire/ -- Sending holiday cards to loved ones is a century-old American tradition most people plan to continue despite anthrax scares and the tragic events of Sept. 11. These are among the findings of a national survey conducted this month by an independent market research firm at the request of American Greetings, the world's largest publicly held greeting
card company.

The telephone survey targeted 1,037 women aged 25 and older, the most frequent senders of cards, to determine whether recent events are likely to have any impact on holiday card sending habits.

"The survey confirmed what we already felt to be true," said Jeff Petit, vice president of communications for American Greetings. "Even though there has been some speculation to the contrary, we have strong indications people are planning to send out their holiday cards as usual.

"In fact, early reports from some retail stores suggest industry sales of holiday cards may actually be up." Petit also reiterated the company's position that its sales are not expected to be materially impacted this quarter due to post-Sept. 11 events.

"Most people are not worried because they receive greeting cards from family, friends and coworkers -- people they know," he added. "The return address is on the envelope, and they usually recognize the handwriting, so they know it's from Aunt Martha."

Ninety-nine percent of survey respondents said they plan to communicate the same or more with friends and family this holiday season as a result of Sept. 11, and 90 percent said they will send the same amount or more holiday cards. The majority (86 percent) said they are not concerned about handling or opening greeting cards or other personal mail this holiday season.

Those who did express any level of concern said they will follow U.S. Postal Service guidelines such as "looking at the return address and postmark," "using a letter opener," and "checking for tampering" as they handle all of the mail delivered to their homes.

Mental health experts believe established family traditions -- whether sending out holiday cards, decorating trees or lighting menorahs -- play an important role in making people feel more comfortable and secure.

"Loving traditions link us to happy times in the past and serve as a bridge to good times in the future," explained Dr. Michael McKee, Vice Chairman of the Department of Psychiatry & Psychology, The Cleveland Clinic Foundation. "Familiar rituals are reassuring. What they do is renew our bonds with the people we love."

Petit said historically Americans have turned to greeting cards to help them express emotions and pull together during wartime and times of national crisis. World War II, for instance, brought about an increase in greeting card sending, as Americans strove to maintain unity in the homeland and communicate with loved ones overseas.

This year, the country's fight against terrorism is prompting more Americans to realize just how important their spiritual lives are to them. The events of Sept. 11 have prompted growing interest in religious, inspirational and patriotic cards, and cards with messages of global peace and unity.

American Greetings has expanded it's offering of religious cards by 46 percent and added a new line for contemporary Christians called "In His Name." Plus Mark, a subsidiary of American Greetings, is offering six designs of patriotic boxed holiday cards. Ten percent of all proceeds from the patriotic cards will be donated to the American Red Cross.

American Greetings Corporation (NYSE: AM) is the world's largest publicly held creator, manufacturer and distributor of greeting cards and social expression products. Its staff of artists, designers and writers comprises one of the largest creative departments in the world and helps consumers "say it best" by supplying more than 15,000 greeting card designs to retail outlets in nearly every English-speaking country.

Located in Cleveland, Ohio, American Greetings has annual sales of more than $2.5 billion. For more information on the company, visit
http//www.americangreetings.com on the World Wide Web.