Social trends shape today’s wedding celebrations

Cleveland, Ohio (May 2007) – In recent years, wedding traditions have changed dramatically, and the bride and groom definitely haven’t been the only ones affected. People postponing marriage until later in life and more couples living together before tying the knot are just a few of the recent social changes impacting today’s gift -giving trends and pre-wedding rituals. American Greetings trend experts have found that choosing the “perfect wedding gift” for today’s couples often takes the same skills that make any relationship work: patience and flexibility.

Now that traditional “starter” gifts are less of a priority thanks to more co-habitating couples, is there even such a thing as the “perfect wedding gift” anymore?

“The key to finding the perfect gift is to try and match the couple’s taste, and to celebrate what makes their relationship special,” said Angela Thompson, Lifestyle Expert and Wedding Trend Spotter at American Greetings. “We also keep this in mind when designing cards, wrap and accessories for weddings so we’re sure to create products that are appropriate for a wide range of brides, grooms and their guests.”

Thompson added that while social trends have shaped relationships and weddings, they have also definitely impacted how her team thinks about products for the occasion.

One card from American Greetings is a perfect example of how the modern couple can be celebrated. The front of the card, adorned in Tiffany blue simply reads, “Cherish,” in silver. The inside greeting says, “Congratulations on your forever friendship and your promise of love.”

No matter what wedding you may be attending this season; Thompson offers the following gifting tips to ensure success:

Let them know who it’s from

Be sure to add a little bit of yourself to the gift. Obviously, the most important part of choosing a great gift is getting credit for it!

One easy way to highlight your own style is with a card that really expresses your relationship with the couple. “Many of our cards this wedding season combine traditional wedding icons with fun, fashionable touches that result in a beautiful yet modern look,” said Thompson.

The traditional image of a car driving the bride and groom away with the “Just married” sign on the bumper is teased in one whimsical take on marriage. A bride and groom are pictured appearing from a sunroof, the bride’s veil blowing in the wind and the man’s top hat flying away. The card reads, “The adventure of a lifetime…begins with ‘I do.’ Congratulations.”

Pairing a fun card with a thoughtful gift makes a wonderful impression. For example, think about creating a scrapbook with photos and keepsakes that reflect times that you and the couple have spent together. You can also leave some room so that the couple can continue to add to the scrapbook themselves.

Celebrate their relationship

A gift that comes from the heart will mean a great deal to them, so take some time to truly think about the couple when selecting a gift. More thoughtful gifts may take a little longer to visualize or put together, but they are almost always those that the couple keeps long after their special day.

A gift certificate for an experience that they can enjoy together is one great suggestion. With health on the top of everyone’s mind, some couples would enjoy a gift certificate for yoga or a cooking class. Or, for the socially responsible couple, consider a gift in the couple’s name to a charity that means something to them.

Have some fun!

In the end, you want the couple to enjoy your gift, so take some time to enjoy the process of selecting one.“If you really know the couple, finding a gift will actually be fun,” said Thompson. “Don’t feel restricted by anything. If you find a gift that seems like it will be perfect for the couple, go for it.”

For instance, instead of just getting them an item or two for their kitchen, create a basket of spices, fun cooking utensils and a homemade recipe book to go along with what they might have on their registry. They will have as much fun using everything as you did picking it all out.

Another fun idea is to pair a gift with a gift certificate to show thoughtfulness, and flexibility. Pick out a frame that would go with their décor, and give them a gift certificate from their photographer for a favorite print to include.

The perfect accent for any fun gift is a fun card, and one great way to complement your presentation is to use a gift card or money holder. One light and fun example for any couple features a cool melon color scheme with pictures of typical wedding gifts such as a blender and an electric mixer. The card reads, “new bride, new groom…new life, new stuff. Congratulations and best wishes.”

American Greetings wedding, shower, bachelorette and bride-to-be cards can be found in the wedding aisle at Target retail outlets, as well as participating drug chains, grocery stores and super centers nationwide. The newest cards for wedding season can also be found in American Greetings and Carlton Cards retail stores. Visit www.americangreetings.com/retailers for store locations.

About American Greetings Corporation
American Greetings Corporation (NYSE: AM) is one of the world's largest manufacturers of social expression products. Along with greeting cards, its product lines include gift wrap, party goods, stationery, calendars, ornaments and electronic greetings. Located in Cleveland, Ohio, American Greetings generates annual net sales of approximately $1.7 billion. For more information on the Company, visit http://corporate.americangreetings.com.