Press Releases Apr 21, 2008

Photographing Twins Is More Difficult Than Feeding, Changing, Dressing or Naming, According to Moms

REDWOOD CITY, Calif., Apr 21, 2008 (BUSINESS WIRE) — Shutterfly, Inc. (NASDAQ:SFLY), the leading Internet-based social expression and personal publishing service, today announced results from an April poll of more than 500 mothers on the challenges of raising twins. The Company conducted the poll in partnership with the National Organization of Mothers of Twins Clubs, Inc. (NOMOTC), one of the nation’s largest non-profits dedicated to supporting families of multiple birth children. In time for Mother’s Day, Shutterfly shares these results and offers insights, and tips for dads on great gift ideas for moms.

From Hollywood to the heartland, multiple births are on the rise. According to the National Vital Statistics Report issued by the CDC, “the twin birth rate (twins per 1,000 total births) has been rising steadily, climbing an average of 3 percent a year between 1990 and 2004, for a total increase of 42 percent since 1990, and 70 percent since 1980.” In light of this increase and in keeping with its ongoing commitment to providing new, high-quality solutions for moms, Shutterfly sought to pinpoint unique challenges associated with chronicling memories and telling the story of raising multiple children through photographs with its recent poll.

“For moms of multiples, motherhood can have its special challenges and this year we wanted to spotlight these women, and offer all moms some tips they can use to make one part of raising kids – capturing memories – a little easier,” said Kathryn Olson, chief marketing officer of Shutterfly. “We are excited to welcome this growing audience to Shutterfly, and our recent introduction of a line of twin-themed baby stationery is just one of many resources available for sharing and preserving family memories.”

The Shutterfly/NOMTC survey revealed that moms of twins ranked photographing multiples as more difficult than other tasks including feeding the babies, choosing names for the babies, changing the babies, decorating the nursery, and even dressing them. To help them photograph their babies, the majority of moms surveyed sought professional services: 88 percent have had professional photos taken of their multiples.

When capturing photos of their own, 35 percent of mothers of twins ranked milestone moments like first steps as the most photographed occasion. Next on the list for snap-happy events were birthdays, outdoor playtime, winter holidays, meal and bath times.

Shutterfly encourages all parents to pick up the camera and start capturing everyday moments – you’ll be glad you did! Here are five quick picture taking tips from Shutterfly and moms surveyed:

1. Dads get behind the lens – moms will love being in the shots, too.

2. Keep your camera close at hand – you never know when you’ll catch a perfect moment.

3. Take lots of pictures – you’ll be sure to have a few good ones.

4. Get close up and down to the babies’ level – the photos will turn out much more interesting at their angle.

5. Have fun with it – it’s not just about capturing big milestones; in a couple years, you’ll love looking back on all of the little victories, too.

Get practice taking pictures before the baby or babies arrive – one significant milestone the twin moms say they regret not capturing was their pregnancies. Don’t miss out on your own milestone, and take weekly pictures of your growing belly – it will be a great addition to your Baby’s First Year Photo Book.

Dads looking for inspiring, lasting gifts, here are a few Mother’s Day gift ideas from Shutterfly:

— Scrapbooking Mom: If the woman in your life lives for crafting, surprise her with one of Shutterfly’s award-winning hardcover photo books like the new Vintage Bloom style for Mother’s Day, one chronicling Baby’s First Year or a story-style book like the ABC’s of You and Everyday Moments. Available in 8″x8″ or 12″x12″ sizes with customizable covers and spines, the books let dads drag and drop photos and prompt for text, making it quick and simple to create a truly personal gift.

— Trendsetting Mom: What would Julia do? Nearly two-thirds of mothers of twins surveyed ranked Julia Roberts as the celebrity mother of twins they most admire, beating out moms Marcia Cross, Jennifer Lopez, Mia Hamm, Garcelle Beauvais-Nilon and Nancy Grace. Dads, why not give the star of your household a celebrity-worthy piece of jewelry like Shutterfly’s sterling silver photo pendant necklace or bracelet or one of Shutterfly’s Photo Keepsake Boxes to store her beautiful jewelry.

— Sleep-deprived Mom: 35 percent of twin moms say that if given a day off, the famous nanny they’d most like to watch the kids is Jo Frost from the TV show, “Supernanny.” Tied for the runner up position were Mary Poppins and Maria from the movie “The Sound of Music”. Though those scenarios are unlikely, dads can channel their inner Mrs. Doubtfire and give mom a “day off” with Shutterfly’s new Gift Coupon Greeting Card. You can fill in the blank: “one coupon good for” with the reward of your choice, for example, a morning to sleep in, breakfast in bed or a night out of the kitchen.

More Mother’s Day gift ideas can be found at http://www.shutterfly.com and information on the National Organization of Mothers of Twins Clubs, Inc. is available at www.nomotc.org.

About Shutterfly

Founded in 1999, Shutterfly, Inc. is an Internet-based social expression and personal publishing service. Shutterfly provides high quality products and world class services that make it easy, convenient and fun for consumers to preserve their digital photos in a creative and thoughtful manner. Shutterfly’s flagship product is its award-winning Photo Book line, which helps consumers celebrate memories and tell their stories in professionally bound coffee table books. More information about Shutterfly (NASDAQ:SFLY) is available at www.shutterfly.com. Shutterfly and Shutterfly.com are trademarks of Shutterfly, Inc.

SOURCE: Shutterfly, Inc.

Shutterfly, Inc.
Gretchen Sloan, 650-610-5276 (Media Relations)
gsloan@shutterfly.com
Marilyn Lattin, 650-610-5853 (Investor Relations)
mlattin@shutterfly.com

Copyright Business Wire 2008