Mother’s Day spend to top $1.4b: Where will the money go?

Australians are expected to spend more than $1.4 billion on their mums this Mother’s Day, almost 3% more than 2013.

IBISWorld research anticipates each Australian will spend an average of $61.31 in the lead up to Mother’s Day on Sunday, May 11, up from $60.47 in 2013, and more than twice the expected average for Father’s Day.

“Consumer sentiment is pretty robust, people have healthy disposable incomes and we have relatively low unemployment,” IBISWorld senior analyst Sebastian Chia told Smart Company.

Cafes and restaurants, with sales expected to grow by 4.3% to more than $310 million, will be the top choice for mums this year.

“There’s a developing food culture in Australia, increasing health consciousness and increasing trends of lifestyle reality and TV and cooking shows,” says Chia.

Home wares and electrical goods are the fastest growing gift of choice, with sales expected to rise by 4.7% to top $56 million.

“We’re expecting siblings to band together to buy mum bigger, more expensive goods like iPads or food processors,” said Chia.

Confectionery sales—particularly dark, fair trade and organic chocolates—are expected to increase by 3.5% to reach $45.2 million. It was a similar case at Easter time, with shoppers on the lookout for quality chocolate gifts.

Flower sales are also set to grow by 3% to almost $200 million.

Owner of Melbourne-based Canary Jane’s Flowers, Rebecca Stacey, told SmartCompany tulips, roses and perfumed flowers will be this year’s favourites.

“Always go personal over cliché and think about what mum would really enjoy. Not every mum’s a pink girl,” said Stacey.