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[[Image:Mothersdayad1913.png|240 px|right|thumb|1913 advertisement in the Boston Globe]]  

[[Image:Mothersdayad1913.png|240 px|right|thumb|1913 advertisement in the Boston Globe]]  

In the United States, '''Mother's Day''' is held on the second Sunday in May. Customs include churchgoing,<ref>Kalas, J. Ellsworth (2004), ''Preaching the Calendar: Celebrating Holidays and Holy Days,'' [http://books.google.com/books?id=QQpXwIt3ihAC&pg=PA76&ots=mlIDxskAwl&dq=%22third+only+to+Christmas+Eve+and+Easter%22&sig=GcM51tchhsueaID7zb2bsDpuAwo p. 76]), "church attendance on this day is likely to be third only to Christmas Eve and Easter"</ref> presenting mothers with gifts or taking them out to dinner, and wearing carnations (brightly-colored for living mothers, white in memory of deceased mothers).  

In the United States, '''Mother's Day''' is held on the second Sunday in May. Customs include churchgoing,<ref>Kalas, J. Ellsworth (2004), ''Preaching the Calendar: Celebrating Holidays and Holy Days,'' ([http://books.google.com/books?id=QQpXwIt3ihAC&pg=PA76&ots=mlIDxskAwl&dq=%22third+only+to+Christmas+Eve+and+Easter%22&sig=GcM51tchhsueaID7zb2bsDpuAwo p. 76]), "church attendance on this day is likely to be third only to Christmas Eve and Easter"</ref> presenting mothers with gifts or taking them out to dinner, and wearing carnations (brightly-colored for living mothers, white in memory of deceased mothers).  

It is the holiday on which the largest number of telephone calls are placed, the second most popular holiday dining out occasion,<ref>"Father's Day vs. Mother's Day," ''The Boston Herald,'' June 20, 1999</ref> and the fifth highest consumer spending season: $11.43 billion in 2006.<ref>Billions of USD: Halloween $3.29; St. Patrick's Day $3.80; Father's Day $8.23; Super Bowl $8.70; Mother's Day $11.43; Easter $14.37; Valentine's Day $16.90; Back to School/College $54.20; Winter Holidays[sic] $457.40. [http://www.nrf.com/modules.php?name=Pages&sp_id=390 Annual Report], National Retail Federation: .xls file at "Consumer Holiday Spending Pie Chart" link</ref> A 2006 survey showed that 85% of all consumers planned to celebrate Mother's Day, and to spend an average of $120. About 85% planned to buy greeting cards, 70% flowers, 60% a meal at a restaurant, 30% clothing, 30% jewelry, and 30% gift certificates.<ref>[http://www.nrf.com/modules.php?name=Pages&sp_id=390 Annual Report], National Retail Federation: .pdf file at "Mothers Day 2006" link. Total does not add to 100% because of multiple purchases.</ref>

It is the holiday on which the largest number of telephone calls are placed, the second most popular holiday dining out occasion,<ref>"Father's Day vs. Mother's Day," ''The Boston Herald,'' June 20, 1999</ref> and the fifth highest consumer spending season: $11.43 billion in 2006.<ref>Billions of USD: Halloween $3.29; St. Patrick's Day $3.80; Father's Day $8.23; Super Bowl $8.70; Mother's Day $11.43; Easter $14.37; Valentine's Day $16.90; Back to School/College $54.20; Winter Holidays[sic] $457.40. [http://www.nrf.com/modules.php?name=Pages&sp_id=390 Annual Report], National Retail Federation: .xls file at "Consumer Holiday Spending Pie Chart" link</ref> A 2006 survey showed that 85% of all consumers planned to celebrate Mother's Day, and to spend an average of $120. About 85% planned to buy greeting cards, 70% flowers, 60% a meal at a restaurant, 30% clothing, 30% jewelry, and 30% gift certificates.<ref>[http://www.nrf.com/modules.php?name=Pages&sp_id=390 Annual Report], National Retail Federation: .pdf file at "Mothers Day 2006" link. Total does not add to 100% because of multiple purchases.</ref>