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Moms Don’t Come First on Mother’s Day

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40% of American mothers feel their husband and children still come first on Mother’s Day

RICHMOND, Va., April 27, 2011 /PRNewswire/ — According to a recent study by The Mom Complex, 40% of American mothers feel their husband and children come first on Mother’s Day – the one day of the year we’d all agree they should come first.  A staggering 12% of moms don’t feel they even make the list on Mother’s Day.

And, while moms spend an average of 400% more time taking care of the kids than their husbands (Newsweek), 30% said they were honored for no more than 5-10 minutes on Mother’s Day (The Mom Complex).

Start Sampling Research conducted The Mom Complex survey of more than 1690 moms between March 31 and April 6, 2011.

“Mothers give so much of their time and energy to their families,” said Katherine Wintsch, founder of The Mom Complex. “It’s sad that for some moms, their families don’t spend more than 10 minutes honoring them on Mother’s Day,” she continued.

Think you’ve got the perfect gift for Mom?  Think again.

The survey also found that moms long for time off from mom duties, time off from housework and appreciate the time it takes to create a homemade gift or card.  57% of moms want time off or away from day-to-day life (time to themselves, pampering, break from housework) while only 12% received this last year. The study also found that 42% of moms want handmade or homemade gestures (handwritten letter, homemade gift or meal) while only 28% received this type of gift last year.

“It’s time to give moms what they really want this year. For moms, it’s not about spending money on them, it’s about spending time on them,” said Wintsch.

The Mom Complex is a global think tank that inspires, enables and challenges moms and marketers better understand each other. To learn more about The Mom Complex, visit or go to

A full copy of The Mom Complex survey is available by contacting Leslie Griles at


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