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“Soft and Sentimental” Mother’s Day Spend Shy of $1B

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By Published On: May 6, 20240 Comments

Pre-order your flowers ASAP! ARA and Roy Morgan’s Mother’s Day predictions are tipping bouquets as the most popular gift this year as shoppers pull back from grand gestures.

According to research from the Australian Retailers Association (ARA) and Roy Morgan,  Australians are set to spend $995 million on Mother’s Day this year – up $70 million, or 7.5 percent  from 2023.

Consumers are getting out the old classic arts and crafts and heading into the kitchen this Mother’s Day with 400,000 fewer people set to buy gifts this year. The spend per person is up $10 each year on year to $102,   highlighting the impact of the cost-of-living crunch on lower income earners and those otherwise affected by inflationary pressures.

Forty-one percent of respondents will be gifting flowers, a huge jump from 2023 where just 27 percent brought bouquets. 

Alcohol and food has slipped down to just 17 percent of gifter’s preference (down from 29 percent in 2023). Despite this slip, champagne and chocolates do remain a popular choice among shoppers.

Retailers in clothing, shoes, or sleepwear markets will see around 10 percent of gift givers shopping with them – broadly the same amount as last year’s Mother’s Day.

The hospitality industry is in for a small boost with 16 percent of respondents gifting an experience such as a trip away or dinner out, up from just 5 percent in 2023. Stock up on the poached eggs, as around 20 percent will be celebrating the day with a cafe meal.

Thirty-five percent of Australians will be braving the kitchen instead and preparing a meal at home for the occasion. 

“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,” said ARA CEO Paul Zahra.

“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.

“Mother’s Day is not only a celebration of mothers and their countless sacrifices but also an opportunity for many to express gratitude towards their partners, caregivers, and other family members.

“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,” he concluded.

Mother’s Day is Sunday, May 11.

About the Author: Rosalea Catterson

Rosalea is the Editor of Power Retail. With a keen interest in consumer behaviour and tech, she covers everything ecommerce and hosts the Power Retail Power Talks Podcast.

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