LOS ANGELES — Growth in spending on Mother's Day will be nearly flat this year as more Americans return to work and have less spare time, according to a new report by market research firm IBISWorld.
The report forecast a 0.2% rise in purchases on Mother's Day gifts this year over last year, for a total of $17.1 billion.
Growth is expected to be strongest in easy-to-purchase items like flowers and gift certificates, which will grow by 3.9% and 2.2%, to $2.6 billion and $1.8 billion, respectively. Greeting cards will see a 5.3% decline, from last year's $750 million to $710 million this year, while housewares and gardening items will decline by 3.5%, from last year's $690 million to $660 million this year.
But overall Mother's Day spending growth this year represents a huge drop from last year, which saw a 6.5% increase over 2011 as more Americans had disposable per capita income. The decline in greeting cards is due to a shift among consumers to e-cards, email and social networks.