Herald Sun

Mums miss a kiss
Carla Danaher
13 May 2006

MUMS are not getting what they want for Mother's Day.

A new poll has found there is a huge gap between what our mums want and what we give.

The survey by Bergent Marketing Intelligence found 35 per cent of mothers just wanted an affectionate gesture on Mother's Day, such as a kiss or cuddle, a phone call, or a sleep-in.

But only 3 per cent of families said that's what they intended to give.

Most husbands and children planned on buying a gift -- electronic equipment, slippers or perfume (more than 20 per cent of families planned to give flowers) -- but not what mums want.

And what mums probably want most -- a day off -- isn't going to happen either. No one intended to offer a sleep-in or help with the housework.

RMIT consumer expert Dr Kim Humphery said the poll showed how we take our mums for granted.

"The survey does highlight two important things: our tendency to think that one brekkie in bed per year somehow compensates women for all that work they put in over the other 360-plus days, and the fact that we now have little head-space left in our lives to think of a gift as much more than something we can quickly purchase," Dr Humphery said.

Bergent researcher Katy Nugent agreed. "What a callous lot we have become," Ms Nugent said.

"Obviously families need to combine a gift with a bit of TLC, and mums around Australia will have a great day."