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New Survey Says First-Time Expectant Moms Expect Mother’s Day Gifts

With Mother’s Day just a few days away, a new survey conducted by EMA New Moms, a specialty group at Eric Mower + Associates, suggests that first-time expectant moms expect to receive a gift on Mother’s Day, but dads have no clue.

Of those surveyed, nearly 60 percent of women said that when they were pregnant with their first child, they expected their partner to buy them a gift on Mother’s Day. However, when dads were asked whether they thought their first-time expecting significant other expected to receive a gift on Mother’s Day, six out of 10 said no.

“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 she craves,” 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.”

When given a list of Mother’s Day gift options, most moms 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 that 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.”

EMA conducted the What Expectant Moms Expect on Mother’s Day study nationwide among more than 400 individual females and males. 

About Mower

Mower is a digitally integrated independent marketing, advertising and public relations agency with professionals in New York City, Atlanta, Boston, Charlotte, N.C., Cincinnati, and Buffalo, Rochester, Albany and Syracuse, N.Y. Mower delivers strategic insights and counsel, digital solutions, smart creative and award-winning results to clients in a wide range of industries and service sectors. It has earned top industry accolades from Clio, Cannes and ANA B2 awards and is the only full-service agency ranked in Ad Age, B2B Marketing, PRWeek and Chief Marketer. Mower is part of two global agency networks—thenetworkone and IPREX—as well as the 4A’s.