Hallmark Sees Trend in Mom-to-Mom Encouragement at Mother’s Day
Consumer research shows new, emerging opportunity for Mother’s Day holiday
KANSAS CITY, Mo. (April 30, 2009) — Hallmark research shows consumers are adopting another use for Mother’s Day. The day that traditionally serves as an opportunity for children to honor their Mothers is fast becoming a day when moms encourage each other.
This year, Hallmark has added several more “Mom-to-Mom” choices to meet this Mother’s Day sending need, including innovative formats, such as Cards with Sound.
“There is exponential growth online of connecting sites and blogging sites that create communities for moms to discuss the realities of day-to-day parenting,” says Hallmark vice president of season cards, Jennifer Weiss. “Many moms, including those who are active on-line as well as those who are not, see Mother’s Day as an opportunity to connect with each other about the joys and frustrations of being a mom.”
Sixteen cards from Hallmark’s latest online greeting card competition speak to this trend.
“To capture the true voice of today’s moms, we asked consumers to submit a photo and sentiment that would be appropriate for any mom,” notes Weiss. “We had great participation, and consumers will find the best 16 cards in most stores in which Hallmark cards are sold.”
In April, Hallmark hosted 12 mommy bloggers were invited to Hallmark headquarters to learn and share, among other things, ideas about the need for mom-to-mom encouragement. Recurring themes the mothers shared reinforced Hallmark’s initial findings — including the need to know others are facing the same challenges as well as the need to for encouragement; to hear they’re doing a good job.
About Hallmark Cards, Inc.
Kansas City-based Hallmark has been helping people communicate, celebrate and connect for nearly 100 years. Hallmark greeting cards and other products can be found in more than 41,500 places in the U.S. alone, with the network of Hallmark Gold Crown® stores providing the very best selection. The Hallmark brand also reaches consumers online at Hallmark.com and on television through Hallmark Hall of Fame original movies and the top-rated Hallmark Channel. In addition, Hallmark publishes products in more than 30 languages and distributes them in 100 countries across the globe. The company’s Crayola subsidiary provides fun and imaginative ways for children to colorfully express themselves. In 2008, privately held Hallmark reported consolidated net revenues of $4.3 billion. For more information about the company, visit http://corporate.hallmark.com.