Tom H. C. Anderson - More Than Market Research

Election Campaign Battle Moves to Mother’s Day Card Isle 

It’s Mother’s Day tomorrow and I happen to be down here in our nations capital, and along with so many others I’m looking for a last minute Mother’s Day card. It seems the card isles at Target are also a key battle ground for the candidates. This year, for the first time, I noticed there are several political Mother’s Day cards featuring the presidential candidates, even a few with current president Bush.

[In case you are wondering, no that’s not me]

It reminded me of a story I had read a few years ago about predicting campaign results by looking at Halloween costume sales. I did a search and found a 2004 article which appears in USA Today. According to the story “Halloween masks may predict election winner” for the last six presidential elections, an internet seller has been able to accurately predicted the presidential campaign winner by simply looking at sales of candidate masks.

[Clinton Mothers, Obama Mothers, McCain Mothers]

There’s Even a Bush card (though perhaps not intended for Republican Mothers).

Inside reads something like “Hopefully Mother’s Day won’t be!”

I did a quick count and found 6 political Mother’s Day cards. Perhaps not surprisingly, considering the reason for this holiday, Hillary Clinton had the most Mother’s Day cards dedicated to her, three out of six, Obama and McCain each had one, and current president Bush even had one. So it seems at least the card companies believe there’s more Clinton Mothers out there?

[Half of Mothers for Clinton]

Walking over to the Birthday section though I find even more campaign candidate cards. Here I find Obama has the lead with 3 cards, then Hillary 2 cards, McCain 1 card (and Bush 2 cards).

This is actually an Obama Birthday card. Seems like the idea could have somehow also made a good Mother’s Day card.

Upon check out I ask one of the cashiers which of the political cards has been selling best. Sorry, she has no idea (I doubt she is a voter), I guess we’ll have to wait to find out who will win.

-Tom

PS. Below are a few examples of the cards:

I kind of liked this ‘Happy 18th Birthday - Bush Card’

Inside reads “Try being the first lady”

[Obama Mother’s Day card]