• by Kevin Ransom , May 9, 2008

About 86% of Americans will celebrate Mother's Day on Sunday, with children expected to spend more than $18 billion on their mothers, according to IBISWorld Inc., which touts itself as one of the nation's most respected independent publishers of business intelligence research.

 

IBISWorld analysts say greeting cards and flowers will remain the primary gift of choice, followed by gift certificates, jewelry, "pamper packages" and dining out.

Indeed, IBISWorld projects that Americans will spend $2.61 billion on flowers--with the popular choices being carnations, chrysanthemums, lilies, orchids, roses, and tulips.

And even though e-cards are becoming increasingly popular, IBISWorld predicts the greeting card sector will generate close to $68 million in sales from Mother's Day spending this year--with perennial favorite Hallmark Cards, Inc. the No. 1 brand of choice.

The time crunch being experienced by more and more Americans will also play a role in their gift-purchase decisions this year: IBISWorld has identified gift certificates as "growth market" this Mom's Day--a trend also fueled by the convenience of the Internet.

"Gift certificates take the pressure off the giver, and allow the receiver a guilt-free shopping spree," said George Van Horn, senior analyst for IBISWorld, Inc., in a company release. "And with an increasing number and greater variety of stores offering this option, gift certificates are forecast to account for $1.94 billion of Mother's Day spending this year, with the segment set to boom in the coming years."

Meanwhile, IBISWorld is forecasting that the Mother's Day purchase of baubles--of both the pricey and modest variety--will generate 7.8% of the jewelry industry's annual revenue in 2008, with spending expected to reach $2.41 billion. The most popular choices will depend on what age range a particular mom falls into. For the under-25 set, sterling silver pieces will be flying out of the display cases, while moms between 26 and 49 seem to prefer quality rings and earrings. And for moms over 50, the more traditional choice will be pearls.

Finally, spending on personal services/pamper packages (like spa treatments, facials, massages) will be in the $1.5 billion range, while accumulated Mother's Day restaurant tabs will hit the $3.5 billion mark, according to IBISWorld.

The general trend noted by IBISWorld this year is that the purchase of workaday appliances will be down. "This Mother's Day is all about indulgent items," said Van Horn. "So while a foot spa may still feature, a food processor is definitely off the list."