Business News

Spanish Christmas Card Line Blends Values and Style to Help Bridge Generation Gap

Thursday 04. December 2008 - American Greetings Helps Hispanic Consumers Offer The Perfect Sentiments

Christmas holds a special place in the hearts of Hispanic celebrants as the holiday’s religious focus reflects the importance of the occasion, and the spirit of family and togetherness enhances the joyousness of the season. This year, as shoppers examine ways to prioritize their spending, they will be focusing on the traditions and people that matter most. To help in this goal, retailers are introducing new solutions to help everyone celebrate in a way that may be more economical, but does not lessen the thoughtfulness of the season. For instance, American Greetings Corp (NYSE:AM) has unveiled fun innovations and beautiful enhancements to the Spanish language card line that reflect both the traditional values and contemporary styles that are so important to today’s Hispanic consumer.

The team who worked on the cards focused on combining the religious observations that are so integral to the season, shades of modern style and fun innovations to ensure a collection that would be appreciated by both sender and recipient. The final result is highlighted by beautiful and warm sentiments that feature glimmering lights, holiday tunes, festive sounds and even pop-out features to make the cards extra special and memorable.

All of these enhancements were done with one goal in mind: to help Hispanic consumers better connect with those who are most important to them in a way that celebrates their relationships, and the traditions they share.

“For Hispanic consumers, Christmas is focused on our religious values and spending time with family,” said Ines Barranca, editorial director of the Spanish language card line at American Greetings. “This season we wanted to offer innovations that really helped to enhance the celebration of the holiday, as well as the keepsake quality of the cards. We know that sending cards is a cherished tradition, and our consumers told us they wanted to offer their loved ones even more in the cards they give.”

In addition to the technical innovations and enhancements, the new cards balance the desire of Hispanic consumers for sentiments that reflect established values in modern ways. This focus on having something for everyone comes at a time when different generations want to connect respectfully and in a loving way, but also in a manner that is reflective of who they are.

“This year we believe that we have a range of cards that commemorate the religious focus of the holiday in a modern way that will appeal to Hispanic consumers,” said Barranca. “Younger shoppers are looking for more contemporary styles and words that reflect their modern relationships, but they also want the traditional elements that their recipients will value. The same is true of older card senders. They may focus more on traditional copy that reflects the importance of the season, but now they can find a card that does this with fresh colors and fun designs.”

This holiday season consumers can find everything they need to celebrate the holiday season with family and friends at participating drug chains, grocery stores and super centers nationwide, as well as in American Greetings and Carlton Cards retail stores.