Australians are expected to spend almost $1.4 billion spoiling their mums this year, according to research from market research organisation IBISWorld. This figure is an increase of 2.7 per cent from 2012, and almost three times the amount Australian spend on Father’s Day.
Positive consumer sentiment, increasing disposable incomes and low unemployment are all expected to contribute to more lavish spending on Australian mums this year, according to IBISWorld. Adult Australians are expected to spend an average of $77.21 on their mothers in 2013, upt from $76.47 in 2012, and more than twice the average $37.05 Australians spend on their dads 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,” said Karen Dobie, IBISWorld General Manager Australia. “Food, alcohol, sporting goods and tools are key Father’s Day gift categories,” she said.
Cafes and restaurants
Cafes and restaurants are expected to benefit most from Mother’s Day, with spending on eating out forecast to increase 4.2 per cent from 2012 figures to reach $298 million in 2013.
“Dining out is relatively easy to organise and is a relaxing event for the whole family. It is also often an activity organized in addition to a gift,” Ms Dobie said.
Chocolate and confectionary
Spending on chocolate and confectionary for Mother’s Day gifts is also expected to increase. IBISWorld predicts that spending in this category will increase by 3.6 per cent in 2013 to reach $44 million. Dark chocolate, fair trade and organic brands are forecast to see the most rapid growth.
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 in 2013. IBISWorld expects spending on homewares to approach $54 million, an increase of 3.4 per cent on 2012.
Florists and nurseries
IBISWorld said Australians are expected to spend over $190 million in 2013 on flowers and greenery, including potted plants.
“Another traditional favourite, bouquets of flowers, will continue to brighten mum’s day,” Ms 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,” she said.
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 will fall by 2.4 per cent in 2013.
“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,” Ms Dobie said. “As a result, the sector’s takings are likely to fall from $138 million in 2012 to $134 million in 2013,” she said.
Cosmetic, perfurme and toiletries
Department stores, pharmacies and online retailers are expected to benefit from spending on cosmetics, perfumes and toiletries this Mother’s Day, with Australians tipped to spend almost $132 million in the category.
Massages and spas
IBISWorld expects almost $124 million will be spent on pampering options in 2013, an increase of 5.5 per cent on 2012.
“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,” Ms Dobie said.
Jewellery
IBISWorld anticipates spending on jewellery to increase by 2.7 per cent this year to $122 million, with earrings, fashion necklaces and silver pieces expected to be most popular.
Clothing and accessories
Department stores, footwear stores and accessory retailers are expected to benefit the most from Mother’s Day spending on fashion, which will total $106 million in 2013. Shoes and scarves are likely to be popular gift choices, according to IBISWorld.
Greeting cards
Spending on greeting cards is expected to see modest growth in 2013, up 2.2 per cent to almost $59 million.
“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,” Ms Dobie said.
