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Mother's Day spending to grow in 2013

29 April, 2013

With Mother's Day just around the corner, business information analysts at IBISWorld reveal Australians are expected to spend almost $1.4 billion spoiling their mums this year – an increase of 2.7 per cent from 2012 and almost three times the amount we splash out on Father's Day.

Positive consumer sentiment, increasing disposable incomes and low unemployment are all expected to contribute to more lavish spending on mum this year, according to IBISWorld general manager (Australia), Karen Dobie.

IBISWorld anticipates Australians aged 18 and over will spend an average of $77.21 on mum in 2013, up from $76.47 in 2012 and more than twice the average $37.05 spent on dad for Father's Day.

"There are a number of factors driving higher spending on mum than dad, including the perception that there is less choice for dad in terms of gift type. Food, alcohol, sporting goods and tools are key Father's Day gift categories," Dobie said.

"There is also a propensity to buy last-minute gifts for mum, resulting in consumers spending more than they may have planned, and the desire to spoil mum by showering her with the little luxuries."

Dobie tipped cafes and restaurants to benefit most from Mother's Day this year, with $298 million expected to be spent on eating out. Meanwhile, pampering options, such as a massage or day spa voucher, are anticipated to grow the most, with spending increasing 5.5 per cent from last year.

Cafes and restaurants

Taking mum out for lunch or dinner will remain a popular activity this Mother's Day, with spending forecast to increase 4.2 per cent from 2012 to reach $298 million.

"Dining out is relatively easy to organise and is a relaxing event for the whole family. It is also often an activity organised in addition to a gift," Dobie said. 

Florists and nurseries

"Another traditional favourite, bouquets of flowers will continue to brighten mum's day," Dobie said.

"However, spending on floral arrangements is expected to receive some competition from potted plants, with many Aussies opting to give a gift that continues to grow."

IBISWorld expects Australians to spend over $190 million this year on flowers and greenery, including potted plants.

Online coupon and gift certificate sellers

While online coupons and gift certificates are expected to remain the third-biggest Mother's Day spending category, IBISWorld anticipates spending on this sector to actually fall by 2.4 per cent this year.

"Consumers have rushed online to purchase coupons and gift vouchers from group-buying sites over the past two years, but a perceived lack of appealing options will subdue spending this year," Dobie said.

"As a result, the sector's takings are likely to fall from $138 million in 2012 to $134 million in 2013."

Cosmetic, perfume and toiletries retailers


Department stores, pharmacies and online retailers are expected to benefit from spending on cosmetics, perfume and toiletries this Mother's Day, with Aussies tipped to spend almost $132 million restocking mum's little luxuries.

Massage parlours and spas

"Pampering options such as vouchers for day spas, massages or facials are continuing to grow in popularity as Australians seek quality gifts that can be purchased online at the last minute," Dobie said.

IBISWorld expects almost $124 million will be spent on pampering options in 2013, an increase of 5.5 per cent on last year.

Jewellery retailers

While most mums love a little bling, IBISWorld anticipates spending on jewellery to increase by just 2.7 per cent this year to $122 million, with earrings, fashion necklaces and silver pieces expected to be most popular.

Clothing and accessory retailers

IBISWorld anticipates department stores, footwear stores and accessory retailers to benefit the most from Mother's Day spending on fashion, which will total $106 million this year. Shoes and scarves are likely to be popular gift choices. 

Greeting card retailers

"While the majority of families get their mothers cards, the low value and consistent demand of this staple prevent the purchases of cards from making a significant impact on overall spending on Mother's Day," Dobie said. In 2013, greeting card spending is expected to grow by a moderate 2.2 per cent to almost $59 million.

Homeware retailers

Kitchen appliances, throw pillows and rugs, vases and serving platters are all expected to make an appearance on the Mother's Day gift table this year. Spending on homewares is tipped to approach $54 million, an increase of 3.4 per cent on last year.

Chocolate and confectionery retailers

As go-to gifts for many special occasions, chocolate and confectionery spending is expected to increase by 3.6 per cent this year to reach $44 million, with dark chocolate, fair trade and organic brands growing most rapidly.