Australians are expected to splash $1 billion on Mother's Day this year, virtually unchanged from a year ago despite tighter household budgets.
A survey by the Australian Retailers Association (ARA) and Roy Morgan reveals 30% of Australiansare set to celebrate Mother's Day, which equates to 7 million people. While that's 2.7 million fewer people than 2024, the projected average spend is up from $102 last year to $141 this year.
The survey also revealed florists' retail budgets are blooming, with 37% of respondents saying this will be their gift of choice; 20% will spoil mothers with food and beverages; and just over 10% plan on wining and dining mum, or gifting her an experience such as a trip away.
Other popular gifts include gift vouchers (10%), personal care items (10%), clothing and shoes (9%) and house-related gifts such as homewares and gardening hardware (7%).
ARA Chief Industry Affairs Officer, Fleur Brown said despite Aussies tightening their belts, Mother's Day remains a sweet spot on the annual retail calendar.
"The past few years of high interest rates and sky-high business costs have hit discretionary retailers hardest, and it's special spending events like Mother's Day that help keep the sector resilient," she said. 'We've also seen Australians lean in and get together around these special events during even the toughest of times.
"This year has seen a significant shift in Mother's Day spending patterns, which can partially be attributed to the latest Easter in five years which has impacted planning. In this year's data we can also see the demographics that are feeling the impact of the cost-of-living pressures which are the under 35's and 35 - 49-year-olds who carry the greatest interest rate pressures.
"Nevertheless, overall it's a strong result in a tough economic landscape."
Additional data:
• Under 35's are 65% down on participation, with 2 million fewer than 2024
• 35-49-year-olds are down 54%, dropping by 1.3 million participants
• 50-64-year-olds are almost unchanged at 1.4 million participants
• Seniors' participation (65+) has doubled to 1.4 million participants
