Hallmark, the world’s largest greeting card business is delighted with the take-up of its ‘Mother’s day rankings cards’ which are targeted at children from broken homes.
The cards, which allow the child to use a rotating dial to select the recipient’s ranking in the number of mothers they have had during their lives.
Tracey Bingham, 17, from London has so-far had four different mothers, with a fifth likely in the next 18 months. ‘My real mum ran away with my dad’s best friend when I was 12 months old, so she gets a four, but my last-but-one mum was a gem and she gets the number one ranking every year so far.’
With the cost of greeting cards rising Hallmark has been quick to introduce a bulk-buy scheme for the cards for cash-tight children. Hallmark spokesman Max Green said ‘A single card is £2.99, but buy six and they are down to £1.50 each – it’s almost worth having more mums to benefit from the discount.’
Hallmark has also revealed plans to create a strategic alliance with Interflora for the delivery of flowers to match the mother’s ranking with Green adding ‘Number one mum always gets 12 red roses, but mum number six gets a wreath pinched from the local cemetery saying something like 'Miss you Nobby’ - It really helps in letting mums know where they stand.’