The Business of Mother’s Day

Contact: Megan Ferington or Frank Cirillo, 216.252.4938
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Cleveland, Ohio (April 2007) – With the first female Speaker of the House now in office and the possibility of electing the first female president in the near future, the social and cultural climate for women and mothers seems to be changing daily. As a result, Mother’s Day celebrations and traditions are adapting to reflect the new meaning of “Mom” in the world today, and American Greetings cards for the holiday, celebrated this year on May 13, commemorate the remarkable woman at the core of every great mother.

As they were researching how these changes impact Mother’s Day, trend spotters at American Greetings uncovered several helpful pieces of information about the holiday and the women it celebrates.

• Mother’s Day spending: According to the National Retail Federation, consumers will spend more than $139 per person on Mother’s Day gifts and activities this year. Cards and flowers are the two top gift items that will be purchased, followed by brunch or dinner, gift cards, clothing and accessories. Nearly 86 percent of consumers plan to purchase cards and over 72 percent will buy flowers this Mother’s Day.

• Mom insights: Whether she is one of the millions of working moms in the world or one of the 5.4 million stay-at-home moms, research shows moms are taking a greater role in managing the everyday business of the family. Yet, for all that she does on a daily basis, moms ask for little in return. In fact, American Greetings researchers found that the one quality moms value most is feeling appreciated by their families.

• The role of cards: An estimated 150 million Mother’s Day cards will be exchanged this year, making Mother’s Day the third-largest card-sending holiday of the year after Christmas (#1) and Valentine’s Day (#2). Cards consistently rank as the top item purchased because they allow family members to express feelings that often go unsaid during the year. This year, American Greetings offers more than 3,000 Mother’s Day cards that address today’s diverse range of mothers, their lifestyles and their relationships.

• Mom as a complete woman: More than 80 percent of all mothers consider parenting the most important job they do, however retaining their pre-mommy individuality and identity is a big concern. They want to be acknowledged as multidimensional women with unique values, experiences and interests that express their individuality. Many Mother’s Day cards from American Greetings celebrate Mom’s ability to manage all of the challenges of motherhood while still being true to herself.

• Mom as CEO of the family: In addition to her professional pursuits, many moms also serve as the CEO of the home by managing the flow of homework, food and resources into and out of the house. Several Mother’s Day cards recognize the fact that, no matter if her “work” is inside or outside the home, being a mom is a full-time job that requires many of the same qualities and demands of a 9-5 career. One example lists the many roles Mom plays, such as “Chief Financial Officer, Entertainment Coordinator, Chauffeur” and more, and says, “Happy Mother’s Day to the one who does it all!”

• The purchasing power of Moms: Women buy about 80 percent of all Mother’s Day cards, and they tend to buy multiple cards as they often purchase cards to give to friends and family. For instance, a female head of the household may buy cards for her mom, mother-in-law, married daughters, sisters and close friends who are mothers. Men typically buy only one Mother’ Day card – either for their own mother, if they are single, or for their wife. Approximately 75 percent of all Mother’s Day cards are purchased the final week before Mother’s Day.

• Keeping it real: Not all mother-child relationships are picture-perfect, and even the closest families have their share of ups and downs. In fact, American Greetings research shows that whether their relationship is straight out of a sitcom or if it is somewhat strained, consumers still want to connect with their moms at Mother’s Day to recognize the positive influence she has had on their lives. They value cards that are authentic to their situation and use real-life messages. American Greetings has incorporated cards like these in this year’s Mother’s Day line to ensure there is a card for every relationship with Mom. One such card has a photo of star-spangled bell bottoms and a pair of ultra-high platform boots on the front, along with the message: “Thanks, Mom… for knowing you didn’t always have to ‘get me’ to love me. Happy Mother’s Day.”

• Female bonding: Motherhood is a unifying thread for many women. Cards that celebrate the importance of a friend’s love and support have become popular ways for women to connect with fellow moms on Mother’s Day as they share the joys and laughter of motherhood. Included in this year’s line from American Greetings is a fun series of friendship cards featuring retro TV moms, like Lucy and Ethel from “I Love Lucy,” Carol Brady from “The Brady Bunch,” Marian Cunningham from “Happy Days” and June Cleaver from “Leave it to Beaver.”

• Mother-daughter relationships: Nothing is quite like the special bond that often develops between daughters and their mothers – especially after the daughters become mothers themselves. This year, American Greetings offers an expanded selection of cards that celebrate this special bond. One card from daughter to mother confides: “I had an `I’m turning into my mom’ moment the other day. How cool is that? Happy Mother’s Day from your daughter,” while one from a proud mother reads: “Daughter, I know you can make the word a better place. That’s something you’ve done since the day you were born. With love on Mother’s Day.”

• Embellished, keepsake-quality cards: Because so many mothers save their Mother’s Day cards, special embellishments, attachments and elegant extra touches are particularly popular for Mother’s Day. Heirloom-quality paper stocks and handmade touches like ribbon, fabric and faux gems help communicate how much Mom is treasured and make cards perfect for saving in a scrapbook or her top dresser drawer.

• Kids’ stuff: This year, American Greetings offers a variety of adorable cards for Mother’s Day that let children add their own personal touches. Two cards, for instance, feature cute cutouts of a little boy or a little girl. The inside of the cards contains a pocket with a tiny slip of wide-lined paper so the child can write a special note to his or her mom. The message inside says: “When you open this card up, you’ll see there’s a note – Hope you like it a lot ‘cause it’s something I wrote!” Other kid-friendly designs encourage creativity with real chalk or crayons that can be used to make an original greeting card “masterpiece” for Mom.

• Recipients: While “Mom” remains the top recipient, about 30 percent of all Mother’s Day cards will be sent to other family members.American Greetings offers cards suitable for stepmothers, foster mothers and others who play motherly roles, such as daughters, grandmothers and aunts. The company also offers choices for new moms, mothers-to-be and mothers-in-law.

American Greetings Mother’s Day cards can be found at participating drug chains, grocery stores and super centers nationwide, as well as 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 $1.8 billion. For more information on the Company, visit http://corporate.americangreetings.com.