You Never Call

American Demographics, May 1, 2002 by John Fetto

Byline: JOHN FETTO

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?

THANKS, MOM

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.

WHAT DO YOU DO FOR YOUR MOM ON MOTHER'S DAY?