The Baby Business

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Cleveland, Ohio (July 2007) – Everyone has a busy life these days, but expecting parents today just might be the gold standard in multi-tasking. Many couples expecting a child not only juggle the hurdles of pregnancy and their careers, but also anxious family members ready to welcome their new baby. American Greetings trend experts have found that many modern couples are taking this pre-parenthood time to sharpen their skills as a team, helping to prepare them for the task of raising their children.

The baby landscape of today is much different than it was five or ten years ago. Trend experts at American Greetings found these interesting anecdotes about the modern process:

• We’re Pregnant: In a recent survey conducted on babycenter.com, more than 77 percent of men said they would be at their wives side throughout the delivery (as opposed to hiding in the waiting room with victory cigars.) In addition, 70 percent of men said that they were planning to take paternity leave to help their wife and new child during the first few weeks.

This emphasis on dad’s participation in the pregnancy process reflects the expanded role of “dad” instead of the constant focus on “mom.” This couple-centric philosophy has been reflected in many of the newest products for baby and is quickly becoming the norm.

One such card reads, “mommy-to-be,” ”daddy-to-be” and ”baby-to-be” on the front, and the message inside says: “I now pronounce you mommy and daddy-to-be, and soon, you can kiss the cutie pie.”

• Babymoons: Just as couples enjoy the fruits of their labor (pardon the pun) following their wedding, many expecting couples today are also taking some time to enjoy the last few days of being a family of two-and-one-half. The new trend of babymoons is one that has arisen from the fact that both mom and dad do quite a bit to get ready for their newest addition, and once the baby is born the work really begins.

Couples who choose to go on a babymoon (babycenter.com reports that more than 65 percent of all respondents said they had or would be going on one) most often cite the desire to have one last trip together to enjoy some relaxation, pampering and, probably for the last time in 18 or 19 years, some time alone together.

Unlike the more lavish honeymoon, most babymoons are simpler and shorter, allowing a much-deserved respite for the couple. Popular destinations include a quick trip to a city the couple has never been before, a short cruise or more effortless examples like a day trip to the beach.

• Should we or shouldn’t we: One of the biggest questions for any couple is whether to learn the sex of their child before it is born. Although it is still most common to learn the baby’s sex before it is born, American Greetings trend spotters report that 70 percent of all parents still like to find out, a growing number of couples are choosing to be surprised. This may be fun for the expecting couple but difficult for friends and family who have to find a gift, or simply want to adorn a gift appropriate for either gender in festive wrap and accessories.

Recognizing this growing trend, American Greetings has introduced new cards, wrap, bags, bows and accessories that reflect a gender-neutral theme, while still clearly celebrating the baby on board. Popular gender-neutral colors this season include hues of green apple, yellow, aqua and melon, along with the various shades of white and ivory, a perfect complement for any color scheme.

One baby shower card features a fresh peach color scheme and reads simply, “baby formula,” on the front. The inside greeting, bathed in a similarly offbeat and fresh shade of green apple, reads, “Baby + You = Love. Happy Shower.”

American Greetings cards, wrap and accessories for baby showers and new babies can be found at participating drug chains, grocery stores and super centers nationwide, as well as 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.