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Personalization and technology re-shape new-baby celebrationsContact: Megan Ferington or Frank Cirillo, 216.252.4938 Cleveland, Ohio (July 2007) – Once upon a time, welcoming baby meant throwing a shower for the expectant mom and sending a congratulations card with a gift to the happy couple after the little one arrived. But today’s parents are putting their own personal spin on these celebrations by spicing up many time-honored traditions. Inspired by Web sites and blogs that are overflowing with information on emerging decor trends and niche products for baby, many first-time parents are making sure to welcome their newest family member in their own way. Trend experts are recognizing that modern couples certainly don’t feel constrained by tradition. If anything, one could say that today’s parents-to-be are making their own traditions as they go. “We’ve noticed that expecting parents today are changing traditions to be more relevant to their lifestyles,” explained Angela Thompson, American Greetings trend spotter. “Just as they celebrated their weddings in unique ways, it comes as no surprise that moms and dads of today are putting their own spin on starting a family and all of the celebrations that surround this exciting milestone.” The landscape of family dynamics has changed in recent years, resulting in more dads being involved in both pre-baby and new parent responsibilities. From attending showers alongside the mom-to-be to arranging for paternity leave, dads today are nurturing their relationship with their new infant son or daughter from the start. “Recent national studies show there’s a shift toward a more egalitarian approach in many marriages, ranging from homemaking responsibilities to childcare to decision-making in the family,” Thompson said. “This trend extends to baby showers, too. What used to be considered a `girls only event’ where the expectant mom was showered with gifts from her friends, is increasingly becoming a couples activity. Many new baby shower cards reflect this trend, and are geared to the couple, not just the expectant mom.” Thompson noted that several cards illustrate this trend, including a cream-colored card decorated with orange topstitching that reads, “4 out of 5 babies agree… You’ll be terrific parents.” Another is inscribed with the words: “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.” A boy…a girl…or a surprise While the trend of personalizing celebrations around births is on the rise that certainly doesn’t mean that all parents have the same ideas about how to prepare. For instance, some couples prefer to plan every detail in advance while others prefer the excitement and delight of being surprised. Medical technology has long made it possible to determine the sex of the baby before birth, and today’s advances even allow for 3-D images of the baby’s facial features and other details while still in the womb, but research shows about 30 percent of all prospective parents are opting to be surprised. “From play dates and planned activities for the kids to jam-packed schedules at work, our lives can be pretty regimented these days,” Thompson said. “Waiting until birth can be a fun way for prospective parents to dream and anticipate together during the course of the pregnancy, and to heighten the wonder of the miracle on delivery day. And we’ve also heard that some parents are waiting so they can focus on celebrating the birth of a healthy baby, regardless of the sex.” The nature-inspired hues of soft apple green, yellow, aqua and melon that are abundant in home décor are also showing up more frequently in the nursery, and since they are gender-neutral, these colors work especially well for parents-to-be who are holding out until delivery day. “Gender-neutral colors have several advantages,” Thompson said. “Not only are they ideal for baby shower decorations and infant clothing when the sex of the baby is unknown, but they can make the transition from nursery to toddler’s bedroom much easier by avoiding a complete decorating overhaul. When you see the baby department and card racks at places like Target, you’ll see just how popular these colors are now for infant toys, apparel and gifts.” One particularly adorable example of this trend that can be found in the card aisle features a muted green background with a bright green outfit, perfect for any new baby, and reads, “Countdown to baby bliss…5,4,3,2 – onesie. Happy New Baby. 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 |
