A survey of 1,690 U.S. mothers for The Mom Complex -- a global think tank that inspires, enables and challenges moms and marketers to better understand each other -- indicates that on Mother's Day, mom is supposed to come first, 40 percent of American mothers say their husband and children come first on Mother's Day.
"Mothers give so much of their time and energy to their families," Katherine Wintsch, founder of The Mom Complex, says in a statement. "It's sad that for some moms, their families don't spend more than 10 minutes honoring them on Mother's Day."
Families may be buying the wrong presents, too.
Moms long for time off from maternal duties, time off from housework and appreciate the time it takes to create a homemade gift or card, Wintsch says.
Fifty-seven percent of mothers say they want time off or away from day-to-day life -- time to themselves, pampering, break from housework, but only 12 percent received this last year, the survey indicates.
Forty-two percent of moms say they want a handwritten letter, homemade gift or home cooked meal,but only 28 percent received this type of gift last year, the survey says.
The survey, conducted by Start Sampling Research from March 31 to April 6. No margin of error was provided.