Nearly A Quarter Of All Moms Receive Nothing For Mother's Day
New Child's Play Communications Survey Shows Handmade Gifts from Kids and a Day Off Top Wish List; Past Holiday Presents Include Jumper Cables and Divorce Papers
Apr 29, 2013, 08:00 ET
NEW YORK, April 29, 2013 /PRNewswire/ -- Listen up, kids and dads! The No. 1 present moms want for Mother's Day 2013 is a handmade gift from their child. But the second most wanted? Skip the store-bought greeting cards and flowers: What makes mom happiest is a day off entirely for herself.
According to a survey of 2,123 U.S. mothers with children under the age of 18 by research firm NPD Group for Child's Play Communications, specialists in marketing to moms, 14.6% of moms prefer handmade gifts, followed very closely by a day off (13.6%) and a spa day (12.9%). Clearly, moms need a break more than breakfast in bed (1.3%).
Unfortunately, while most moms think they will receive their top choice this year – 25.6% expect handmade gifts from their children – others anticipate getting greeting cards (31.9%), flowers (19.6%) and dinner out (15.5%). Only 3.0% foresee being gifted with time entirely for themselves.
Their expectations are based on experience. For Mother's Day 2012, 21.1% report receiving something handmade from their kids. Only 3.2% got a day off and 31.8% received a card. Amazingly, 23.6% of moms received nothing at all.
Sentimental presents such as "my kids themselves," "hugs and kisses from my kids" and simply "time with the family" are repeatedly on moms' list of best past gifts. Spa certificates are also big favorites. So is a clean house, when the work is done by Dad and/or the children.
Other appreciated past gifts include a cruise, an iPad and a car. For one mom, it was "a grill for my husband to cook on" so she wasn't stuck behind the stove.
Worst Mother's Day gifts? Nearly two dozen moms mention receiving vacuum cleaners. Other least favorites: kitchen appliances, jumper cables and weed eaters. One mom was presented with divorce papers. Several cite having to cook or clean up after a Mother's Day meal for their mothers-in-law. Hundreds of moms, however, say that the "worst gift" was receiving no gift at all.
In fact, 21.3% of moms say that their families will spend nothing on gifts for them this May. "Zero" was the price range category with the highest percentage, followed by $10 (16.7%) then $20 (15.3%).
"We were surprised that so many moms receive no recognition from their families on what is supposed to be mom's day," said Child's Play Communications president, Stephanie Azzarone. "What also struck us was how important the gift of time is to moms. We know how incredibly busy they are in their everyday lives. Offering them an opportunity to step away from the responsibilities of home and family is an ideal way to give back to them for all they do, and Mother's Day is the ideal time to do it."
Child's Play Communications
Celebrating its 25th Anniversary in 2013, Child's Play Communications is the leading agency specializing in public relations, social media, word-of-mouth communications and online marketing for products and services targeted to moms. Clients have included brand leaders such as Disney, Warner Bros., Heinz, Hewlett Packard, Wildlife Conservation Society, Hasbro, Reading Rainbow and Parents magazine. Based in New York City, the award-winning agency offers an exciting array of proprietary services to engage this influential market through traditional media, online and in-person, including Team Mom™, the company's own network of mom review-bloggers. For additional information, please visit our Web site, like us on Facebook, or follow us on Twitter or Pinterest.
SOURCE Child's Play Communications
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