CLEVELAND, Ohio (Feb. 1, 2001) (PRIMEZONE) -- Lord knows men receive more than their fair share of negative press. In self-help books, movies and on TV, they're often portrayed either as selfish cads or well-intentioned but bumbling partners.
Well listen up, men. American Greetings has some positive things to say about you, particularly when it comes to Valentine's Day. The company's research shows that more of you are buying valentines.
In fact, the company's market research indicates the number of male valentine buyers has been inching up slowly over the past four years. "In 1997, men purchased 12 percent of all valentines; in '98, it was 13 percent and in '99, the total jumped to 17 percent," said Kristi Latham, Valentine's Day program manager at American Greetings. "Last year, men gained another percentage point."
Women still buy the most valentines -- 82 percent last year. "This is partly because women buy valentines not just for romantic partners, but also for parents, siblings, children, friends and in-laws," Latham said. "Men often buy just for their `significant others.'"
Does the increase mean men are becoming more romantic and more attentive to their wives? Could be. A study in a national men's magazine reported most married males (86 percent) view "being a great husband and father" as the leading indicator of their success.
Latham believes today's valentines are also doing a better job of addressing male sensibilities. "American Greetings has conducted focus group studies that show men feel uncomfortable with cards that say too much or are overtly sentimental," she said. "Many of our newer valentines have short conversational copy or use humor to express feelings."
Particularly popular with men is the American Greetings intuitions valentine collection, which combines intriguing photos on the front with one-liners inside. One such card plays off a well-known national advertising campaign. It features a black and white photo of a cow on the front. Inside, it asks: "Got love?"
A more suggestive intuitions valentine zeroes in on a parking meter labeled "60 minute limit -- insert dime." The one-liner inside quips: "That's not nearly enough time for what I have in mind."
Latham said other factors contributing to the increase in male valentine purchasers could be greater numbers of males involved in committed relationships, and that men may feel freer to express their feelings in today's more relaxed social climate.
"Unlike many of their fathers, who grew up believing they should keep their feelings to themselves, today's men realize it's okay to have a sensitive and caring side," she added.
Interestingly, another American Greetings finding reveals women's expectations may be influencing men's valentine purchasing habits. "In the study, many men admitted they buy their wives two cards -- a funny one just for laughs and a "mandatory" romantic one they think is expected," Latham said.
From early February through Valentine's Day, American Greetings is offering a special valentine card promotion. With a regular card purchase, customers will receive another free card at participating stores. To print a free card coupon, visit the corporate web site: www.americangreetings.com. Click on the pulsating heart in the lower right-hand corner of the screen.
American Greetings is the world's largest publicly held creator, manufacturer and distributor of greeting cards and special occasion products. Its staff of artists, designers and writers comprises one of the largest creative departments in the world and helps consumers "say it best" by supplying more than 15,000 greeting card designs to retail outlets in nearly every English-speaking country. The company markets greeting cards under the brand names American Greetings, Forget Me Not, Carlton Cards and Gibson Greetings.
Business units include Balloon Zone, DateWorks calendars, Designers' Collection stationery, DesignWare party goods, GuildHouse candles, Learning Horizons educational products, Magnivision reading glasses and Plus Mark seasonal gift wrap and boxed greetings. Headquartered in Cleveland, Ohio, American Greetings employs more than 21,000 associates around the world and drives more than $2 billion in annual sales.
Editor's Note: Phone interviews with valentine artists, writers and marketing experts, complete Valentine's Day press kits containing additional features and photos, and Black History Month materials are available upon request. Contact Stacie O'Kane, American Greetings, 216/252-7300,ext. 2980, or email: stacie.okane@amgreetings.com.
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CONTACT: American Greetings
Stacie O'Kane, PR/Events Specialist
(216) 252-7300
E-Mail: stacie.okane@amgreetings.com