On Sunday morning, many mothers will awake to the smell of burnt toast, badly made coffee and a messy kitchen. If they are lucky, they may also receive a hand-crafted tea towel or a clay flower pot made, with love, by their young children. It is Mother's Day after all, and we all want to give our mums something special.
However, not all of us are as handy with the spatula and paint brush as we want to be, and many Australians use their credit cards to purchase thoughtful gifts on Mother's Day. In fact, according to research house, IBISWorld, Australians spend around $1.36 billion dollars on their mums each year, almost double the amount spent on Father's Day. This equates to around $88 per person.
Sons typically spend more money on their mothers than daughters, and the research also found that the biggest purchases on mum were lunches and dinners costing an estimated $294 million. In addition, the same data revealed that mum's collectively received $250 million on jewellery and $188 million on flowers, while chocolates made up just $42 million.
Yet despite all the spending, a 2010 survey conducted by florist group, Roses Only, found that 36 per cent of mums preferred to spend more quality time with their family over material gifts. This included hugs and kisses and breakfast in bed. The survey also revealed that while 98 per cent of Australians said that Mother's Day was a significant event in their annual calendar, 25 per cent of participants admitted to forgetting the date. For those forgetful sons and daughters, Mother's Day always falls on the 2nd Sunday of May, so be a good son or daughter and treat your mum to a shower of hugs and kisses and a bouquet of flowers.
Author: Fiona Hamann
Fiona Hamann is the senior PR manager at Aussie. She is passionate about all facets of communications including PR, writing, editing, website content, new media, crisis and issues management and branding in the finance industry – home loans, personal loans, credit cards, and insurance.
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