According to a survey conducted by the Australian Retailers Association (ARA) and Roy Morgan, Australians are expected to spend almost a billion dollars on Mother’s Day gifts this year, with popular options being alcohol, food, and flowers. The survey of 1,682 adults revealed that Australians are forecast to spend A$925 million (US$611 million), which is a 22 percent increase from 2022. Despite rising living costs, the majority of participants have said they plan to spend as much or more than they did last year, with nearly half of them planning to purchase gifts for their mothers, spending an average of A$92 (US$60.78).
In addition, one in four participants stated that they would buy a gift for someone other than their biological mother, such as their partner, friend, mother-in-law, grandmother, sister, or daughter. Alcohol, food, and flowers remain the top gifts for mothers this year, accounting for about 30 percent of the total expenditure. This is followed by gift cards/vouchers, homewares, and clothing. Australians are also keen to celebrate the occasion with a family meal at home, with nearly 40 percent stating that they would do so, compared to 19 percent preferring to eat out.
ARA CEO Paul Zahra emphasized that people tend to be more selfless during special occasions such as Mother’s Day, and that Aussies are expected to spend generously on their loved ones despite living costs. She also pointed out that the expected 22 percent increase in Mother’s Day spending exceeded the Consumer Price Index, which rose to 7 percent over the first quarter of 2023. Zahra further noted that most retailers were already promoting their Mother’s Day items, which is a significant event on the retail calendar.
However, some retailers have provided consumers with the option to opt-out of Mother’s Day emails, recognizing that the occasion can be triggering for those who are grieving or estranged from their mothers. Ultimately, Mother’s Day is an essential opportunity to recognize and appreciate the significant contributions and sacrifices of mothers, as well as other special people in our lives.