Recognizing Her Pre-Mom Identity this Mother’s Day
Cards Align with Social Trend that Celebrates her Accomplishments as Mom and More
CLEVELAND, OH (April, 2008) – Whether she’s pursuing her career, seeking higher education, waiting to find the right partner to share the experience with or any number of other reasons, women are postponing motherhood longer today. In fact, the Centers for Disease Control reports that the average age of first-time moms in the U.S. is more than 25, which is an all-time high, and the number of first-time moms over the age of 35 is at the highest level ever. This trend can be seen in everything from pop culture to greeting cards. Yes, even greeting cards are impacted by a major social change like this, and Mother’s Day is one of the holidays where it is most apparent.
“We are constantly looking at demographic information, focus group data and other forms of research that give us insight into social trends that could impact what people are looking for from greeting cards,” said Heather Bentley, program manager for Mother’s Day at American Greetings, and mom to a two-year-old son. “Not only did the statistics show that women are waiting longer to become moms, anecdotally, we saw it happening around us among family, friends and co-workers.”
Bentley and the rest of the Mother’s Day team at American Greetings also uncovered research showing that retaining her pre-mom identity is one of the biggest priorities of a new mom today. Losing themselves among the diaper changes, midnight feedings and symptoms of “momnesia” is a major concern for many.
“When you think about it, this concern is a natural result of the fact that women are waiting longer to start their families, which means that they have a strong sense of self beyond motherhood from their pre-mommy days,” added Bentley. “Moms today relish in their role as caregiver and nurturer, but they still want recognition for all that they are beyond this role, which is why we’ve incorporated messages to this effect in our Mother’s Day cards this year. Many of them successfully pursue their own passions while still tending to family needs.”
Bentley shared several examples of this new direction for Mother’s Day cards. One reads, “Happy Mother’s Day to that rare and talented kind of woman who makes a difference in her family, in her life, in her world.”
Another card with this theme says on the front, “As time goes by, I appreciate more and more all of the things you’ve done for me.” Inside, the message continues, “I recognize kind acts and realize sacrifices; I understand your viewpoints and appreciate your wisdom. And with these things, I discover I not only love you, but I love what you’ve done, I love who you are, and I love that you are my mother. Happy Mother’s Day.”
“This theme doesn’t just apply to new moms today, however,” noted Bentley. “Moms of all ages and life stages need to know how much their guidance and sacrifices are appreciated, and knowing that their children are proud of their accomplishments inside and outside of the home is oftentimes exactly what they want to hear at Mother’s Day and year-round.”
Look for American Greetings Mother’s Day cards 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 revenue of approximately $1.7 billion. For more information on the company, visit http://corporate.americangreetings.com.