Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.


By Published on .

Is it Mother's Day already? As the second Sunday in May draws near, there's a good chance that most Americans are still procrastinating about what to do for Mom. In fact, according to Kansas City, Mo.-based greeting card behemoth Hallmark, fully 73 percent of Americans will buy their Mother's Day gifts no more than a week prior to the holiday. Maybe it's the guilt of having waited until the last minute, but as an annual survey conducted by the International Mass Retail Association reveals, 72 percent of Americans bought a Mother's Day present last year and spent an estimated $91 each on presents for family members or friends who are mothers. Short on cash? No worries. If Mom had her druthers, she'd chuck the gifts so long as her kids came home — or called, or e-mailed or sent a card — on Mother's Day. A 2001 survey commissioned by computer manufacturer Gateway found that 95 percent of mothers would rather have some sort of personal communication from their children than a gift. After all, how many homemade ashtrays does she really need?


Almost a quarter (23 percent) of Americans take Mom out to eat on her special day, while 16 percent treat her to a homemade meal.


Purchase a card 53%
Visit her 44%
Buy a gift 39%
Call her 38%
Take her out to eat 23%
Send flowers 21%
Make a special meal 16%
Make a gift 9%
Send an e-greeting 5%
Give her candy 5%
Source: Hallmark
Most Popular
In this article: