But what is it that moms really want?
In Missoula, Montana , Elke Govertson has come up with a novel way to embrace our capitalist-consumerism while honoring mothers at the same time. Five years ago, Elke put on the first Mother’s Day Eve Bash , with a group of about 30 moms. Each year the event has grown bigger. Last year, approximately 350 attended. The event is free to any and all moms, with a suggested donation of $5. Local businesses donate goods and services and there are many sweet prizes given away (this year’s big prize was a dishwasher from Vann’s). Moms get to spend a night out doing yoga, soaking in the hot tub, drinking wine and eating while chatting with other moms, to name just a few of the activities available.
This year, Elke also used this venue to launch her new magazine, Mamalode.
So what’s in it for the businesses who are giving stuff away? More customers, hopefully. The majority of household spending is done by mothers. It turns out, making moms happy makes good business sense.