A New York state based marketing firm said its survey of expectant mothers indicates dads should be prepared to give Mother's Day gifts this weekend.

EMA New Moms, a specialty group at Rochester-based Eric Mower and Associates, said it conducted a nationwide survey of 400 people and 60 percent of female respondents said they expected Mother's Day gifts when they were pregnant with their first children.

However, about six in 10 dads questioned in the survey said they did not realize their partners were expecting Mother's Day gifts while pregnant.

"The fact that both parents have two very different reactions to this question of what first-time pregnant moms expect on Mother's Day suggests that brands need to help moms get the recognition she craves," said Sandy Gingerich, EMA senior partner and New Moms team leader.

"Mother's Day is the one time of the year when consumers and retailers turn their attention to mom, but the survey results tell us that we can't forget the moms-to-be," Gingerich said. "There's a great opportunity here for brands to reach out to the partners of first-time expectant moms and remind them that a little acknowledgment goes a long way toward helping expectant moms feel more excited about their impending arrivals."

EMA did not reveal the methodology of the survey or a margin of error.