Newspaper article St Louis Post-Dispatch (MO)

Soft Sell a Variety of Cards Embrace `Mother'

Newspaper article St Louis Post-Dispatch (MO)

Soft Sell a Variety of Cards Embrace `Mother'

Article excerpt

M is not just for "mother" this Sunday, but also for the "many" Mother's Day cards to choose from.

Capitalizing on changing social trends, greeting-card companies are helping expand the scope of the holiday by expanding the definition of mother and the notion of who should send cards to whom.

Was someone like a mother to you? Hallmark Cards Inc. can help with this simple message: "I appreciate all that you do for me." The card is one of its most popular, it says.

Another approach illustrates the sentiment "We survived" on a card intended to be sent from one young mother to another.

The company says its Mother's Day marketing plan targets several customers, including daughters, aunts, friends, teachers and neighbors.

American Greetings Corp. of Cleveland also spells "mother" in many ways. Its line includes cards designed for widowers and for men who raise children without a mother in the house.

To fill another holiday niche, it makes large-print cards for grandparents whose eyesight may be failing, says Leslie Parsons Cavenaugh, a spokeswoman for American Greetings. …

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