Half-a-billion rand … all for the love of mom

2013-05-11 00:00

AN estimated half-a-billion rand will be shelled out in South Africa to spoil mothers on Mothers’ Day.

This makes the occasion the third biggest retail bonanza after Christmas and the back-to-school splurge worldwide.

Many mothers will receive gift cards tomorrow. Says Paul Kent, managing director of SureSwipe: “In the past, the top five gifts for mothers were flowers, chocolates, alcohol, beauty treatments or a card. But our research shows gift cards are popular.”

Research by Passport Consumer Finance 2012 shows that the gift card market has burgeoned in South Africa, from around 300 000 cards in 2006 to more than 3,3 million in 2011. The market here is worth an estimated R4,6 billion today and growing by at least 20% a year.

Liberty Midlands Mall has noted an increase in the purchase of gift cards at its popular clothing and jewellery outlets.

This means that mothers will get exactly what they want and not have to exchange bad gifts.

Most restaurants at the mall are getting ready for for a rush of patrons looking to treat mothers this weekend.

Police spokesperson and mother of three Joey Jeevan is looking forward to being spoilt on Mothers’ Day.

“I always get spoilt on Mothers’ Day. My children, with help from their dad, make me breakfast and give me a gift that I need, like a nice jacket or a scarf.

“Then the family goes out for a light lunch. Since we are the mothers, my mom, sister and I get treated for lunch; the men always pay the bill.”

Some mothers don’t need any gifts to feel special. For television star Melanie du Bois, who stars in the popular soapie 7de Laan, her daughter Roxy (6) is enough.

“Roxy is just such a blessing. She has the ability to lift my spirits even when I’m feeling down. She doesn’t need to buy me anything; she spoils me by giving me massages and making me breakfast.”

Whether it’s because mothers suffer for nine months carrying their children in their wombs or spend years wiping snotty noses and preparing meals, there is something extraordinary about mothers that make us want to spend so much on them.

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