Today.com and Today Moms Facebook fans contributed their own thoughts to the conversation, while Huffington Post called on the partners of pregnant women to “listen up” too:

60 % of first time expectant moms expect a gift on Mother’s Day.

But when dads were asked if their significant other expected a Mother’s Day gift, more than 60% said no. Uh oh.

The survey delved deeper into what expectant mom’s expectations were specifically… and the answers they gave were pretty simple. The things that topped the list included:

• Card-54%
• Flowers-45%
• Spa treatment-28%
• Jewelry-19%
• Chocolate-17%
• Trip or getaway-12%
• 45% chose “Nothing specific, it’s the thought that counts.”

Moral of the story – as simple as it may be – a card, a flower or even just some chocolate, it’s the thought that counts. It will be interesting to see how these expectations evolve from a brand and marketer point of view. It’s definitely an opportunity to give expectant and new moms the recognition and support they want!

“The fact that both parents have two very different reactions to this question of what first-time pregnant moms expect on Mother’s Day suggests that brands need to help moms get the recognition they crave,” said Sandy Gingerich, EMA senior partner and New Moms team leader.

Expecting women who didn’t receive a gift on Mother’s Day said they felt “unappreciated.” What gives for dads? When asked why they didn’t purchase a gift for their pregnant significant other, most men simply said they “didn’t think about it.”

But moms aren’t looking to be spoiled here. When given a list of Mother’s Day gift options, most said they’d like to receive a card, flowers or “nothing specific, it’s the thought that counts.”

“Mother’s Day is the one time of the year when consumers and retailers turn their attention to mom, but the survey results tell us we can’t forget the moms-to-be,” added Gingerich. “There’s a great opportunity here for brands to reach out to the partners of first-time expectant moms and remind them that a little acknowledgment goes a long way toward helping expectant moms feel more excited about their impending arrivals.”

Bottom line for first-time expectant dads? Don’t drop the ball. Add a calendar reminder. Tie a string around your finger. Do whatever you have to do to let your soon-to-be mom know that she’s appreciated.

EMA conducted the What Expectant Moms Expect on Mother’s Day study nationwide among more than 400 individual men and women who were expecting their first child during Mother’s Day.

If the feedback on his blog across media outlets like the Huffington Post, Time.com, Today.com, Gawker.com and the Good Morning America show is any indication, other parents are feeling the same. “I’ve heard from people around the world, and it’s amazing that no matter how different our cultures are, toddlers are all alike. So many people have thanked me. They think they’re the only ones struggling, or that their children are somehow different, but really we’re all just trying our best every day.”

For Pembroke and his wife, a full-time physical therapist, that means establishing a reliable routine. Last summer, a NYTimes.com article on stay-at-home fathers reported that the number of men who have left the workforce to raise children more than doubled over the past 10 years. This figure nearly triples when you include men who do freelancing or part-time jobs.

Despite the growing trend, Pembroke (who works part-time as an ad executive with a private radio group) still feels like a minority. “It’s awkward to be the one dad on the playground on a Tuesday morning, or the only man at the museum wrangling two jelly-smeared kids in mismatched clothes,” he says.

Case in point, one prominent media outlet credited the blog to a mom, not realizing it came from a “daddy blogger.” And unlike the moms who TRY to cultivate their online presence, Greg never intended to be in the limelight. He was doing what most parents do on Facebook — sharing random blurbs on life with his sons. Amused by the simple picture-and-caption format, Greg’s friends encouraged him to put the images on tumblr so they’d be easier to share. A week later, he was a feature story on Good Morning America.

People pass around “Reasons My Son is Crying” with the pride of the Olympic torch, using it to ignite and inspire conversation around parenting from those with and without kids. It’s the kind of social media jackpot any brand would love to cash in on.

“On Twitter, parents wrote, ‘This looks familiar!’ then tweeted it to expectant parents, saying, ‘Are you ready for this?’ Even people without kids retweeted, ‘This is why I don’t have kids!’ I created something everybody on the planet enjoyed. Living in such a divided world, that’s really something.”

What can marketers learn from Pembroke’s success story?

One piece of advice he would give to brands is to help parents focus on ways to help busy, modern families make time for each other, and inspire ways to make lasting, positive memories. “Parenting is such a blur, especially in homes with two working parents,” he says. When it comes to ads for dads, keep it functional. “With diapers, I don’t need a comfort message. Just tell me how much it will hold, or if it’s going to leak. I don’t care about price.”

Retailers can do something, too. Guys like Greg might be looking at your space to see how they can make it more entertaining for their children. “Every day we get out of the house and do something fun — even if that means I have to make a shopping trip feel like fun,” he says. “The carts with the steering wheels for kids are the best, but in a pinch, I will push a regular cart around the aisles like a crazy man if it gets my kids to smile.”

Perhaps the biggest takeaway for marketers is the idea of keeping things simple and honest. Good advertising connects with people for the same reason a “parenting tumblr” resonated with people even beyond its intended audience.

It uses a simple message to strike an emotional chord we can all relate to. Today, that’s one reason why this Account Planner is smiling.

Simply put, I am a first time expectant mom who just crossed the halfway point in her pregnancy. And quite honestly, I underestimated the sheer magnitude of what shopping as an expectant mom really means or entails. With that – here’s a few of my observations, and some implications for brands:

• There’s an inane amount of pregnancy information out there, coming from every place, every angle. It’s somewhat navigable because there are many places to get answers to the questions I have, from tools and trackers to search engines galore.
  Implication: Tools for pregnant women that provide a solution are good. Promote them and make them easy to find, access and use.
• There’s so much “stuff.” I know that sounds generic, but it’s the best catch-all I could think to use (admittedly, pregnancy brain applies here). Simply put, babies need lots of stuff, but not the kinds of things that you acquire over time. I know a crib, stroller and car seat are must-haves, but what exactly is a “layette,” and do I really need a bouncer and a swing? If I have a crib, do I need a bassinet?  Again – there’s so much out there, calling the attention of expecting parents every which way.
  Implication: Checklists that feature “must-haves” and “nice-to-haves,” along with defining some of the key product attributes and how they benefit baby (and me as the prospective parent) would be unbelievably helpful.
• Brands- remember that I don’t know what I don’t know. From baby gear to bottle type to nipple flow, this whole world of baby is brand new to me. Yes, I’ve purchased cute baby gifts for friends and family, but until I’ve gone through the registry process for my own child, I couldn’t possibly understand or appreciate all that goes into choosing those items. What I need, and what I suspect other expectant moms like me need, is a little help – some consolidation, some guidance.
  Implication: Push things that will draw my attention and help guide me. Give me a list. Things like: “The top 10 things every new mom needs,” “Nine essentials for baby,” “The best new baby items of 2013.”  Babies “R” Us gets it. I was perusing their site recently and came across a page touting a must-have registry checklist. Wow – expectant mom gold.

In summation- one of the best ways to make an expectant mom feel like you understand what’s going on in her life is to help her manage the sheer volume of information out there. Provide a “best of” list of your products or services that she can peek at, because she may have had no idea that something you offer is just what she’s looking for.

2. Marketing to Dads too
Back in 2012 we wrote about the importance of considering dads in your marketing message. In 2013, the rise of the mansumer, as dubbed by some, will continue to expand into multiple categories. So while we often talk about strategies to reach new moms, it’s going to be increasingly important that dads are not left out of the mix. Check out BPN’s 2013 Retail Trends Report for more tips on how to craft messages that resonate with today’s male shoppers.

3. Shoppable Media
In an effort to accelerate shoppers from awareness to purchase, brands like Target and Juicy Couture have employed shoppable YouTube videos which allow a viewer to click on a product in the video and be taken immediately to the product page or have the product stored in the retailer’s cart, ready for checkout. Shoppable media is any medium that encourage customers to immediately purchase products using various technologies like embedded links, QR codes and text-to-buy technology. So far, we’ve seen this technology explored mainly by apparel and luxury goods brands. So can shoppable media work for expectant and new moms, exploring categories they’ve never purchased before? We would predict, yes – but only as part of a larger integrated strategy. New moms in particular are doing a lot of research before they purchase. On its own, shoppable media that works for an impulsive shoe purchase may not be as successful on a car seat that mom needs to diligently research and touch and feel first-hand before buying.

4. Geofencing
Geofencing has gotten some buzz over the past year, but few brands have incorporated this tactic into their overall strategy. As showrooming becomes a common customer practice, we may see more retailers and brands utilizing geofencing in an effort to defend their territory. Geofencing is a way for retailers to target smartphone users who have location services enabled on their phone with opt-in messages and deals. In turn, brands have an opportunity to partner with key retailers to target shoppers in, or within range of the store. According to eMarketer, 61% of US Moms own a smartphone, which makes them a viable group for geo-targeted offers. We also know that new moms in particular are very planned and efficient in their shopping. However, they are also very price conscious and are in deal-seeking mode. Geofencing could be a great tactic to layer into a retail-specific program when you need that extra offer to solidify mom’s purchase decision.

5. Product Experiences
Our research found that new moms, more so than experienced moms, connect with brands and products that offer them a great first trial or experience. With a growing focus on digital and using an omni-channel approach to reach shoppers, it can be easy to forget that tangible experiences are just as important as those created digitally. In 2012, we saw major brands work with partners like House Party to offer consumers in-home trial in a fun and social way. Brands that create product experiences whether through blogger outreach, sampling or in-home parties, will succeed with new moms in 2013. Remember, every day 11,000 women become new moms.  Your product doesn’t have to be new on the market, to be new to a first-time mom.

The Internet used to be a one-way mirror into new ideas and opinions where moms could gaze into the world of information online, perusing articles and opinion pieces to learn more about brands. But this mirror has since evolved too, as we see moms moving from Google toward social networks to learn best practices (and worst practices, for that matter) when it comes to motherhood. Now more than ever, moms are interacting across social platforms to become better informed, get advice and share their opinions. This isn’t news, but it is interesting.

Take Pinterest for example. In the past two years, Pinterest has become wildly popular with moms as a place where they can find both information and inspiration. In fact, Nielsen reports that moms are 61percent more likely to visit the site compared to the average American. We know that the modern woman is now having children four years later than her Gen X counterpart, leading to a more mature-mannered mother who “is focused on her personal development and personal needs” in addition to the primary care of her new baby (Delivering a Mom, 2010).  These women are more confident and educated than ever, and their flair for innovation, newness, and technology only grows with motherhood.

And with that, the popularity for Pinterest is great news for marketers. Moms look to the site to boost their housekeeping prowess, while marketers have the precious opportunity to strike while the ironing board is hot. And though Facebook is still hugely popular with moms, many more of them are losing tolerance for the site. Inane updates that clog Mom’s newsfeed are frustrating and annoying. Oversharing by some moms leaves others aggravated, and many times, feeling inadequate.

Pinterest though, in stark contrast to Facebook, provides a place for moms to look and share online, with few, if any words necessary. No status updates to filter through… just visually-stimulating, inspiring ideas that run the gamut, from DIY nursery ideas, to child-friendly recipes and more. Pinterest turns down the “social” dial of social media, by replacing words with visual content that’s much easier on the eyes. Simply – it amps up the fun.

A survey done by TechCrunch supports the notion of Pinterest’s ability to reach moms with hard numbers, citing these top reasons for its popularity: “It’s just fun” (90% agree), “I like organizing my interests” (68% agree), and “I like looking at beautiful things” (67% agree).  

With a clean and easy to manage layout, Pinterest also helps moms neatly organize thoughts and ideas across their wants and needs, giving her a virtual “big box store” to shop for inspiration when the time is right. In a 2012 article entitled “Is Pinterest the Social Network for Moms?” mom Lori, says “The nice thing about Pinterest is that it’s one-stop shopping for ideas. I don’t have to scour the web. I can just search for kids’ crafts and find tons of links in one place.” 

For expecting moms, Pinterest’s soothing visual platform provides a “virtual nesting” experience that inspires and informs women venturing into a new stage of life. 

For new moms, the clean, user-friendly platform is a resource that helps them easily navigate the new adventures of motherhood in less time, with less drama.

Social media platforms will continue to grow, and marketers will continue to look for the best ways to engage the moms who use them. Visually engaging platforms, like Pinterest, are places to find rejuvenating content—with ideas that moms want to pay attention to.

While marketers will use many avenues in an effort to “help mom,” it’s the subtle difference in her mindset as she approaches each platform that will make or break the ability to truly reach her. You can think of it like this: Facebook is like therapy, but Pinterest is like the spa.

Time becomes important. New moms are already time-starved, so the holidays can mean total overload for her. Gone are the days of marathon shopping trips. Getting out to the mall is increasingly difficult. Online shopping at any hour is helpful. And retailers who offer “extras” like free shipping or gift wrapping for young families might just win her loyalty.

Traditions become important. A new mom may choose to carry on the same traditions she had as a child with her own new family or create brand new traditions with her own children. Brands that understand the importance that tradition plays in the family unit and offer meaningful ways to capture and connect on that level, again, are remembered and highly regarded by this new kind of shopper – a new mom.

New moms describe themselves as a new kind of family now, and because of that, the holidays now have a different meaning. In this video, some of EMA’s New Moms describe how things have changed for their families since having children, including their views on the holiday shopping season and what’s most important.

Here are some mom-friendly solutions that brands and retailers can gift a new mom with to guarantee magical memories during the holiday season.

1. Travel can be a holiday hitch for new moms. Airlines: consider offering discounted direct flights or special seating areas for new moms and folks traveling with children. That will ensure friendlier skies for moms, flight crew and fellow passengers.

2. Mall managers and department stores: Consider establishing early morning or late night “Moms at the Mall” discounts? Or even “Mom Mondays” where stores distribute a comprehensive gift list that helps mom make her shopping more efficient. This will help new moms avoid mid-day and weekend crowds. Another good elf move—consider offering a free and exclusive gift wrapping area for new moms, as well as free cookies and coffee to help fuel a mom on the go.

3. Online shopping is great for new moms and most importantly – it’s feasible during nap time or evenings. Online retailers looking to create value for new moms can offer free shipping or gift wrapping. She’ll be a loyal and happy customer for life. And she’ll tell her all friends, too.

4. Photo studios…There’s no place like them for the holidays. So if your retail store has one, be sure to include and promote package deals, photo frame discounts, photo ornaments—even “Baby’s First Christmas” refrigerator magnets to help new moms deck her halls with pics of her precious new bundle. And remember – new moms love to share. So giving mom the ability to instantly share her photos on her social networks is an added bonus for her… and you. 

5. No matter what your Q4 marketing plan includes to capture the new mom market, whether it’s online coupons, catalogs or store circulars for new moms, make sure your communication tone and language is helpful and reassuring. Let a new mom know that it’s okay to go the “fewer, better” gift route versus trying to drag her newborn all around town to get the hottest gift item plus stocking stuffers. After all, the best gift of the season, the one that makes it extra special for everyone, is that sweet, tiny babe she’ll bring to the party wreathed in warm and happy smiles.

In order to keep up with budget-savvy new moms, here are three C’s you need to know:

Cutbacks
BabyCenter found that 66% of moms are cutting back on going out to eat and 60% on buying clothes. With more moms cooking at home and in bulk to save money, restaurants will need to work a little harder to give her a reason to visit. For example, our client Applebee’s offers special theme nights where portions of the proceeds benefit local community groups. Many other chains also offer combo meal pricing or “kids eat free” promotions. These types of promotions allow moms to take their little ones out, without feeling guilty for spending on a night out.

Community
New moms are embracing the simple things in life with a “we’re in this together” mentality. Cutting back on budgets means moms are spending more time seeking low-cost and free family outings. How can your brand help mom discover something special, without breaking the bank? We helped Dixie do just that with their new website, Meals Made Great, which gives moms fun (and free) ideas on how to make the most out of mealtime with their families. 

Coupons
This one’s a no-brainer, and coupons are not going away anytime soon. Research continues to show a rise in couponing as new moms tap into coupons and loyalty programs both online and via their smartphones. Brands and retailers must not only offer promotions and deals, but they must communicate these offers in an effective and engaging way.