Australians are set to spend $995 million on Mother’s Day this year, according to research from the Australian Retailers Association (ARA) in collaboration with Roy Morgan.
This is up $70 million, or 7.5 per cent from 2023, with clothing, footwear and sleepwear being a key consideration by 10 per cent of Australians according a survey as part of the research.
The higher overall spend is attributable to a higher spend per person of $102 - up from $92 in 2023 - reflecting inflationary driven price increases and indicating those who are less affected by cost-of-living pressures are spending more.
Flowers are the most popular gifts across survey respondents, mentioned by 41 per cent. This is up from 27 per cent in 2023.
Alcohol and food was mentioned by 17 per cent of respondents - down from 29 per cent in 2023, while an experience such as a trip away or dinner out was mentioned by 16 per cent of respondents - up from 5 per cent in 2023.
Despite the increased spend, 400,000 fewer people are set to buy Mother’s Day gifts this year – highlighting the impact of the cost-of-living crunch.
Continuing the trend in recent years, about a fifth (19%) of people who purchase a present will be gifting to somebody other than their birth mother. This includes their partner, friend, mother-in-law, grandmother, sister and daughter.
About 20 per cent of Australians will celebrate the occasion with a meal at a café or restaurant, while 35 per cent of Aussies will spoil mum with a feast at home.
ARA CEO Paul Zahra said retailer promotions have already begun, with florists set to be the biggest beneficiaries.
“With Mother’s Day just under four weeks away, most Australians are ready to generously spend to show appreciation for their mothers, despite ongoing financial pressures,” he said.
“Whilst the overall spend is higher this year, less Australians will be buying gifts – which shows us how cost-of-living pressures and high interest rates are disproportionately affecting families.
“With flowers rising to the top of the gift list this year, it’s clear that celebrations will have a soft and sentimental theme, after what has been a tough year for many households.
“While the cost of living might deter personal indulgences, people remain eager to treat their loved ones. Champagne and chocolates remain a popular choice with family gatherings and dinners also popular, benefiting the food and hospitality sectors.
“Naturally with an event such as Mother’s Day, it will also be a busy time for florists across the country – so we urge shoppers to avoid leaving their purchases until the last minute as flowers are the perfect gift to pre-order online.”
The ARA-Roy Morgan Snap SMS survey was conducted on Wednesday April 3 to Friday April 5, 2024.