Saying it with flowers tops the $1b cash splash on Mum for 12 May

Australians are set to spend $995 million on Mother’s Day this year – up $70 million, or 7.5% from 2023 – with flowers, alcohol, or an experience topping the gifts for mothers and others, research from the Australian Retailers Association (ARA) in collaboration with Roy Morgan reveals. 

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.

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.

The most popular gifts are tipped to be: 

Flowers: mentioned by 41% of respondents (up from 27% in 2023).

Alcohol/food: mentioned by 17% of respondents (down from 29% in 2023).

An experience (trip away, dinner out): mentioned by 16% of respondents (up from 5% in 2023).

Clothing/shoes/sleepwear: mentioned by 10% of respondents (broadly the same as 2023).

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% of Australians will celebrate the occasion with a meal at a café or restaurant, while 35% percent 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.

“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.

“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 – Friday April 5, 2024.

Mother’s Day is celebrated on Sunday, 12 May 2024.




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