Survey Finds Outdoor Activities and Fashion are Top of Mind this Season

(ARA) - After a winter of extreme weather, spring has sprung in many parts of the country, and the combination of warmer temperatures and longer days has gotten people thinking about how they will spend the coming months. In fact, a recent independent survey of 1,000 adults commissioned by American Greetings to understand the topics that are top-of-mind this time of year, found that most people are excited to be starting a new season of hobbies, fashions and outdoor enjoyment.

Spring conjures up different meanings for everyone, but according to survey respondents, women associate spring with the word “awakening” (52 percent) while the majority of men identify with the “warmth” (49 percent) of the season. Flowers were identified as the top symbol of the season for both sexes, while butterflies, birds, grass and greenery were other popular responses.

The American Greetings survey also uncovered differences between what men and women are most looking forward to this spring. The majority of men (47 percent) indicated that they are most looking forward to gardening and working in the yard in the warmer weather, while 65 percent of women can’t wait to wear the new spring fashions that promise bolder colors, lighter fabrics and fun patterns.

Cold weather and bulky winter clothing may be long gone, but even warm, sunny spring has its downsides. The survey revealed that men and women are least looking forward to the proliferation of insects and the resulting bug bites that typically occur in the spring. Respondents also noted that they were not looking forward to the heightening irritation of allergy symptoms, which are often aggravated by the same flowers, grass and greenery identified with the season.

Spring also brings the potential for extra spending money for the 62 percent of consumers who filed tax returns in January or February, according to the National Retail Federation. Possibly with an eye towards using some of that possible tax return, 39 percent of survey respondents indicated they are looking forward to working on spring home improvement projects, and 51 percent said they are planning to take a vacation in the spring. Fashion retailers are also expecting a spring lift in sales as consumers make their way to the stores to update their closets with the latest styles. And it’s no surprise that yellow and green, two of the hottest spring colors on the runways and in home design magazines, are also the hues consumers most often associate with the season.

“It’s important for us to be aware of what people are feeling this time of year to ensure we create cards and other products that reflect these emotions,” says Anne Vaughan, director of Everyday Cards at American Greetings. “Our new cards are infused with many of the key themes uncovered by this research, including the latest colors, symbols and topics that are on-trend this spring.”

Vaughan notes that spring inspirations can be seen on cards for nearly every occasion, from celebrating birthdays and new babies to sending thanks and wedding congratulations. There are even new spring designs for just saying “hi” and “I love you” to someone special.

“We’ve found that warmer spring weather and more sunshine have a big affect on social plans, so this is a common time for friends and family to reconnect after the colder winter months,” adds Vaughan. “And, this is a popular time for celebrating important life occasions, like baby showers, weddings and birthdays, so there’s great excitement when spring arrives and everyone can take advantage of being outdoors again.”

American Greetings new cards for spring can be found at participating drug chains, grocery stores and supercenters nationwide, as well as in American Greetings and Carlton Cards retail stores. Visit www.americangreetings.com/retailers for store locations.

Courtesy of ARAcontent