While Hallmarks research indicates that its primary consumer audience is women, Valentine's Day is the only significant time of year when men purchase greeting cards.

Hallmark puckers up for Valentine's Day: Polaris PR scores with a ... by Pringle, Shelley / Communication World

Cook identifies the 1930s as the major turning point when merchants, manufacturers, and advertisers of children's wear recognized children rather than mothers as their primary consumer target.

The Commodification of Childhood: The Children's Clothing Industry ... by Jacobson, Lisa / Journal of Social History

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