Mothers Day survey


Story Details

Plus... Still stuck for what to get your mum this Sunday? Take a look at our survey on what mums will really appreciate.

Homewares and electrical goods retailers
Kitchen appliances, throws, vases and serving platters are expected to make an appearance on the gift table, in an industry tipped to perform best this year.

"Mums typically love making a house a home. As a result, many children are willing to risk perceived impersonal gifts and opt for something functional, especially as Mum pursues her goals as the homemaker and career woman," said Mr Ruthven.

Cafes and restaurants
Taking mum out for brunch, lunch or dinner will remain a highly popular show of love this Mother’s Day, with spending forecast to increase 4.3% on last year.

"Eating out is easy to organise, relaxing for the entire family and can offer great value for money. Dining complements giving well and therefore it is often organised in addition to a present. Celebrity cooking programs will also contribute to attempts at cooking delicious meals in the home kitchen," Mr Ruthven said.

Chocolate and confectionery retailers
Chocolate and confectionery are keystone gifts of many special occasions. Spending is expected to increase by a healthy 3.5% this year to reach $45.2 million, with dark chocolate, fair trade and organic brands growing most rapidly.

"Alongside ethical options, premium lines in the confectionery segment will benefit from refined tastes, the desire to treat Mum and the premiumisation of Australian palates," said Mr Ruthven.

Florists and nurseries
IBISWorld expects Australians to spend almost $200.0 million on bouquets, blooms and other greenery on Mother's Day - an increase of 3.0% on last year.

"Another loyal centrepiece, luxury bouquets will bring joy and brighten Mum's day. There will likely be an increase in purchases of fine floral arrangements as opposed to a traditional bunch of chrysanthemums," said Mr Ruthven.

Gift voucher and card sellers
While gift vouchers and cards are expected to remain the third-biggest Mother’s Day spending category, IBISWorld anticipates spending on these gifts to increase by 2.2% in 2014, recovering from a downturn last year.

"Gift vouchers are a safe and easy option, especially for those struggling for ideas or time. However, growth in spending on vouchers is limited by the need to demonstrate greater thought – something found more commonly in physical presents or personalised gift experiences," said Mr Ruthven.

Cosmetics, perfume and toiletries retailers
Department stores, chemists and online sellers are anticipated to benefit from spending on cosmetics, perfume and toiletries this Mother’s Day, with doting children tipped to spend over $136.1 million restocking the shelves of Mum's beauty cabinet – an increase of 3.2% on last year.

"A bottle of Mum's favourite fragrance is seen as a safe option by many generous sons and daughters. An increasing range of new cosmetics, however, has stimulated demand in the segment. This is commensurate with products geared towards the baby boomer cohort who are increasingly concerned with the ageing process," said Mr Ruthven.

Beauty parlours and spas
"Pampering options such as day spa retreats, massages or facials are continuing to grow in popularity as Australians seek value-added gifts that can be purchased online at the last minute," Mr Ruthven said.

IBISWorld expects $126.3 million will be spent on pampering options in 2014, an increase of 2.2% on last year.

Jewellery retailers
Most mums love baubles, bells and a little bling. IBISWorld anticipates spending on jewellery to increase by 3.5% this year to $125.9 million, with earrings, fashion necklaces and sterling silver expected to be the most popular.

Clothing and accessory retailers
IBISWorld expects department stores, shoe shops and accessory retailers to benefit the most from Mother’s Day spending on fashion, which is forecast to total $107.7 million this year. Luxurious scarves, winter gloves and premium small leather goods are likely to be popular gift choices.

Greeting card retailers
"The majority of families buy cards for their mothers. Consequently, the low value and consistent demand for this staple prevent purchases of cards from having a significant effect on overall spending on Mother’s Day - although e-cards are making in-roads in this traditional category," Mr Ruthven said.
In 2014, greeting card spending is expected to grow by a modest 0.4% to $58.7 million.