For those of us in the US, we will spend an estimated $2.5+ billion on gift cards for Mother’s Day...but do moms really want a gift card? The short answer: YES—and I’m not just saying that as an incentive/gift card junkie. My Coffee Chat this week shares why, with some fun insights into what moms prefer, how shoppers choose gift cards for that special Mom in their life, and the growing role of local merchants in the Mother’s Day equation