Sep. 30, 2009 (PR Newswire) --
CLEVELAND, Sept. 30 /PRNewswire/ -- The popular practices of instant messaging, tweeting or texting may seem impersonal, but many shoppers, especially females in the Gen Y or Millennial generations, view these as being completely appropriate for close friends and family. According to research from American Greetings Corp. (NYSE: AM) the explanation given for this belief is that connecting using these abbreviated forms takes a certain understanding or shorthand from both sender and recipient, which is indicative of a strong bond already in place.
With younger shoppers customizing communications around their relationships, where does this leave more traditional practices such as e-card and paper card sending? Surprisingly well off, actually.
"Younger consumers see a real value in sending and receiving cards because they recognize the effort and thoughtfulness that goes into it," said Christy Kaprosy, executive director of business intelligence. "For them, receiving a card means a lot because they think about how someone took the time to pick out something just for them, and include a personal message. They appreciate those extra steps that are taken because they know how easy it can be to connect today."
This knowledge isn't just good news to American Greetings, it is a valuable asset as it creates new offerings. In fact, this intelligence has resulted in many enhancements, both online and in the card aisle, to make every greeting even more meaningful.
One result of this can be seen in the language used in the latest card selection which has been crafted to best reflect how today's younger consumer communicates. This can be seen in the inclusion of more casual copy, which represents the personal nature that many consumers feel with their recipients.
Another reflection of these efforts is the introduction of original ways for consumers to keep in touch. A perfect example of this is the popular iPhone application, which allows users to send e-cards from their phone. Shoppers have jumped at this opportunity, helping the app become one of the top ten entertainment applications in terms of total iTunes downloads only a month after it was first released.
Both of these enhancements, and others like them, represent how the greeting card industry is always evolving to meet its consumer's needs. And how getting to know the habits of shoppers of all ages leads to products that everyone can appreciate.
"We are constantly working to offer innovative ways for our consumers to connect, and that means reflecting on their relationships and how they communicate," said Kaprosy. "It really has been a lot of fun to see consumers respond to the fresh perspectives of today's younger shopper we've integrated into our cards."
For more information about American Greetings, visit the official corporate site at www.corporate.americangreetings.com. You can also follow us on Twitter at www.twitter.com/amgreetings.
About American Greetings Corporation
For more than 100 years, American Greetings Corporation (NYSE: AM) has been a manufacturer and retailer of innovative social expression products that assist consumers in enhancing their relationships. The Company's major greeting card brands are American Greetings, Carlton Cards, Gibson, Recycled Paper Greetings and Papyrus, and other paper product offerings include DesignWare party goods, American Greetings and Plus Mark gift-wrap and boxed cards. American Greetings also has the largest collection of electronic greetings on the Web, including cards available at AmericanGreetings.com through AG Interactive, Inc. (the Company's online division). AG Interactive also offers digital photo sharing and personal publishing at PhotoWorks.com and Webshots.com and a one-stop source for online graphics and animations at Kiwee.com. In addition to its product lines, American Greetings also creates and licenses popular character brands through the American Greetings Properties group. Headquartered in Cleveland, Ohio, American Greetings generates annual revenue of approximately $1.7 billion, and its products can be found in retail outlets domestically and worldwide. For more information on the Company, visit http://corporate.americangreetings.com.
SOURCE American Greetings Corporation
