Moms Take Dads off the Hook for Mother's Day, but Kids...Not So Much

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Apr 22, 2010, 12:59 ET

CHICAGO, April 22 /PRNewswire/ -- It is called Mother's Day, not Wife's Day. So most moms consider their husbands or significant others off the hook for gift giving on their official day. They do, however, have expectations of their kids.

Such are the findings of a new spot survey by Chicago's C&R Research of 600 mothers on their attitudes toward the annual observation, which was established by presidential proclamation in 1914 and this year is May 9.

Only four percent of the mothers queried in C&R's online survey were looking for something special from hubbies for Mother's Day. And a word to the wise who might insist anyway: Stay away from plants or flowers. Only six percent considered either as a favored gift.

It's really all about the kids making the day special, preferably without Dad's help. Nearly one-third of the moms said anything handmade would be perfect. But other favorites were a day off from mom duties (22 percent), or a special trip (15 percent), or meal (14 percent), where Dad can play a supporting role. Interestingly, newer mothers, of children between 3 and 5 years old, were most up for the day off; those of 9 to 12 year olds were most inclined toward the trip.

But will their kids come through? Nearly 70 percent of the respondents expected their children to do something, but 20 percent weren't confident there'd be follow-through.

"I think we get a bit jaded with all the special days set aside, whether to recognize mothers or sweethearts or administrative assistants," said Brenda Hurley, a senior vice president of C&R Research. "But Mother's Day is one that has kept its significance to moms. The trick is for their families to stay true to the spirit behind it."

Chicago-based C&R Research (www.crresearch.com) is one of the nation's largest, independent full-service research firms. Since 1959, it has provided custom-designed qualitative and quantitative research for a wide variety of business-to-business and business-to-consumer clients. Its specialty research expertise includes youth, boomers, parents, Latinos and shoppers.