It's raining extravagant gifts for new mums, all thanks to their American husbands, who're following the film star trend of presenting their better halves with expensive presents after they give birth, says a new research.
Also, according to the study, American mums are increasingly demanding more material compensation for pregnancy and labour: diamonds, other jewellery, or an expensive holiday.
The study revealed that Americans are incited by the examples of Hollywood stars such as Pierce Brosnan who gave his wife Keely three gold and diamond bracelets when their son Paris was born. He also gave her a two-week trip to Bora Bora in Tahiti, a post-pregnancy holiday known as a "babymoon" and likely to have cost up to 100,000 pounds.
Matthew Broderick gave Sarah Jessica Parker a gold charm bracelet. But Ben Affleck's wife Jennifer Garner told him after giving birth to return the jewellery he had bought for her because it was too expensive.
Such a trend has been encouraged by a growing range of gifts designed especially for such occasions, reports the Telegraph.
Due to which the motherhood industry has given birth to the concept of "push presents" - so-called both because they are a reward for the act of giving birth, and because mothers are pushing their husbands to dig deep into their wallets.
Fathers now not only have to make it to the delivery room on time, but had better come brandishing more than a bunch of flowers.
A survey by the parenthood website BabyCenter.com found that almost four out of 10 new mothers received "push presents". An even larger number, 55 per cent, said that they expected them - so presumably some had been disappointed.
American companies are trying to ensure they don't miss out. The elite jeweller Tiffany offers celebration rings for new mothers at 2,300 dollars, featuring pink sapphires and diamonds for a girl and blue sapphires and diamonds for a boy.
Numerous websites have set up online gift registries. One jewellery company, Hearts on Fire, has a "motherhood" collection that allows women to send a "drop a hint" email to their husbands.