Mother’s Day spend set to approach $1b

For those of you needing a reminder, Mother’s Day is coming up on Sunday May 14. The ARA in collaboration with Roy Morgan have predicted a $925 million spend on Mother’s Day this year – up $166 million from 2022.

Nearly half of all Australians aged 18+, 10.1 million, say they plan to buy gifts for someone for Mother’s Day. Flowers, alcohol, food, and gift cards are, as always, the popular choices, with an average spend of $92 per gift. This amount is up from $80 in 2022 and 84 percent of respondents to the ARA and Roy Morgan survey are planning to spend the same or more than they did last year.

Book your table now as about one fifth of Australians will celebrate the occasion with a meal at a café or restaurant.

“With just over two weeks until Mother’s Day, Australians are set to open their wallets and their hearts,” ARA CEO Paul Zahra said. “Amid ongoing cost of living pressures, many will be making an exception to spoil their mums – or in some instances other special people in their lives.

“It’s an important milestone to celebrate the immense contribution of mums and the sacrifices they make, but many Australians also take the opportunity to show their appreciation for their partners, caregivers, and other family members.

“With an occasion such as Mother’s Day, we typically see shoppers becoming more selfless. While people may be reluctant to spoil themselves due to the high costs of living, they’re still enthusiastic to splash out on loved ones. A lot of Aussies will likely opt to arrange a family feast, which will certainly provide much -needed boost for food and hospitality businesses.”

About a quarter, at 24 percent, of people who purchase a present will be gifting to somebody other than their birth mother. Lots of businesses have acknowledged that Mother’s Day can be a difficult time for some, with more retailers jumping on board the recent trend to send an opt out email for customers who don’t want to receive Mother’s Day messaging.

Melbourne-based flower delivery company LVLY last year launched the Thoughtful Marketing Movement in Australia – a UK initiative designed to put customers first by allowing them to opt-out from potentially sensitive marketing EDMs as many people across the country have lost a mother or child, are dealing with traumatic pasts, fertility issues, and countless other personal reasons why they might choose to opt-out of the messaging. Canva, Aesop, Go-To skincare and Mecca are other examples of just some of many big name Australian retailers who have offered an opt-out option for this period with many international retailers also jumping on board in recent years as the movement gains momentum.

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