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

May 07, 2013, 10:15 ET from Eric Mower & Associates

BUFFALO, N.Y., May 7, 2013 /PRNewswire/ -- 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 Eric Mower + Associates
EMA is an integrated marketing communications agency with specialized expertise in business-to-business marketing, public relations and public affairs, consumer advertising, shopper marketing and digital/direct/relationship marketing. With offices in Buffalo, Rochester, Syracuse and Albany, N.Y.; Cincinnati; Charlotte, N.C.; and Atlanta, EMA serves clients throughout the United States. EMA also serves many of its clients through thenetworkone, the world's largest independent network of advertising, creative, digital, media and marketing agencies covering 65 countries. EMA belongs to the American Association of Advertising Agencies and IPREX, a worldwide partnership of independent public relations firms. Named #5 on Advertising Age's Best Places to Work 2012 list, EMA has 250 professionals and $236 million in capitalized billings for 2012. Visit for more information. 

SOURCE Eric Mower & Associates