Mother's Day Cards Address Many Lifestyles
CLEVELAND, May 3 /PRNewswire/ -- Mom is not the same woman she
used to be. But that's not a bad thing, according to American Greetings.
It just means that today's expanded definition of "family" has created
a demand for Mother's Day cards that address a diverse range of
relationships. Today, the company offers cards suitable for stepmothers,
foster mothers and other family members
who play motherly roles, such as grandmothers and aunts.
Many sentiments are intentionally crafted to be suitable for different
lifestyles. Cards are available for single moms, adoptive moms,
and close relatives serving as caregivers. The company also offers
Mother's Day greetings for new mothers, mothers-to-be, mothers-in-law
and even a few for "Dad," suitable for widowers or divorced, custodial
fathers.
"The one-size-fits-all approach doesn't work for Mother's Day,"
explained Pam McGrath, director of creative staff, American Greetings
editorial studios. "Not only does every woman have her own personality
and parenting style, but today's definition of family is very broad.
Our writers brainstorm lists of as many different types of families
as they can, including blended families, and make sure they write
appropriate messages."
Other factors influencing Mother's Day card choices include the
woman's age, childhood experiences, educational background, personal
values and style, drive for career fulfillment and the amount of
parenting help she receives.
According to McGrath, the family time crunch is one of the most
significant trends impacting the language and tone of Mother's Day
cards. "Busy has become the norm in our culture," she said. "Today's
kids are raised to sample a little bit of everything, and Mom is
often the one who is expected to make it all happen."
One of the company's most popular husband-to-wife cards for the
holiday plays off this trend. It says, in part: " ... no matter
how complicated or crazy our days get, one simple timeless truth
is forever in my heart - I adore you. Happy Mother's Day."
Other Mother's Day cards have traditional messages appropriate for
women who are choosing to stay at home to care for their families.
One such card sings the praises of moms who "find the beauty in
blankets that become backyard tents" and "know the fun of jumping
on beds and hanging upside-down and giggles that just won't quit."
Others convey a special mother-daughter bond, celebrating Mom as
a close friend and confidante.
Pride in one's ethnic heritage can be expressed through the company's
diverse selection of African American and Hispanic Mother's Day
cards. From cards with artful, Afrocentric designs to "comadre"
cards for the close family friends considered second mothers in
many Hispanic cultures, these cards address cultural preferences
American Greetings has discovered through market research and consumer
focus group studies.
Although motherhood has changed a great deal from the days of "Ozzie
and Harriet," one thing remains the same: our desire to express
love and appreciation to the women in our lives on their special
day.
McGrath said Mother's Day is the third largest greeting card holiday
of the year (more cards are sent only for Christmas and Valentine's
Day). "A card remains the #1 item purchased for the special day.
Even if we do nothing else, 80 percent of us will take the time
to give our mothers cards to tell them just how much we love them,"
she said.
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
generates annual net sales of more than $2 billion. For more
information on the Corporation, visit http://corporate.americangreetings.com/
on the World Wide Web.
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