As Marketers Reach Out To Moms, Women Feel Dissed On Their Day

With Mother's Day a few weeks off, marketers are doing their best to offer novel ways to remember her. Lowe's, for instance, is targeting outdoor DIY projects as the ideal way to please her, offering plenty of mom-friendly ambience (solar powered post caps for railings and birdbaths, for instance) and lots of bright flowers. The retailer is even connecting it to a mom-friendly cause, selling Susan G. Komen Plant for the Cure Gerbera Daisy, Dahlia or Geranium plants. And Hallmark is getting some buzz for an extensive line of postage-paid greeting cards, so slacker offspring don't even have to make to a separate trip to the post office.

But it turns out moms aren't exactly feeling the love. A new survey from the Mom Complex, the marketing-to-mothers division of the Martin Agency, reports that 30% of moms say they typically get honored for no more than 5 to 10 minutes on Mother's Day. In fact, 40% feel their husband and children come first on Mother's Day, and 12% feel they don't even make the list.

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