Retailers should keep in mind that nearly half of Aussies leave their Mother’s Day shopping to the final week. This presents a crucial window for brands to capture attention and drive sales with timely, last-minute campaigns.
Mother’s Day remains a major gift-giving occasion on the Australian retail calendar – and a powerful moment for retailers to connect with consumers on a more emotional level.
While it’s unlikely Mum will go without a gift this year, the ongoing cost-of-living crunch is shifting shopping behaviours toward smarter, not necessarily bigger, purchases.
Last year, Australians were predicted to spend a massive $995 million on Mother’s Day gifts – a $70 million increase from 2023 (Roy Morgan); with our internal data indicating the majority of gift givers (66%) were looking to pay no more than $100 on gifts.
This showcases Australians still want to make Mum smile, but they’re becoming more selective and value-focused in how they do it. Retailers that deliver thoughtful, budget-conscious options will be best placed to attract shoppers and drive sales this Mother’s Day.
Promos and product categories to watch
In a tight economy, promotions aren’t just helpful – they’re expected. But tight budgets don’t mean low expectations. Shoppers are still looking for gifts that feel thoughtful and personal. With over a quarter of shoppers (26%) intending to purchase homewares and hobby-related items last year, such as candles, décor and gardening tools, this is a category ripe for growth – especially if retailers highlight these options early and amplify them across digital touchpoints.
Retailers can also get creative. Cross-category or same-category bundling (i.e. gardening tools) or home décor with personalised packaging, adds perceived value without stretching budgets.
Meeting shoppers where they are
Last year, our data showed a notable drop in in-store intent: 68% of Australians planned to shop in-store for Mother’s Day, down from nearly 94% the year prior. But this doesn’t mean bricks-and-mortar is losing relevance – it’s evolving.
Consumers still value the in-store experience. Over a third (35%) told us they simply love being in-store, and more than one in five (21%) still want to touch and feel a product before committing. That tactile connection matters, especially for meaningful gifts like those bought for mum.
But the real opportunity lies in omnichannel engagement. With over a third (37%) browsing both digital and physical catalogues and more than a quarter (27%) researching online first, retailers must ensure their offerings – and promotions – are visible across every channel. Whether it’s a curated online catalogue or an engaging in-store display, the experience must feel connected and seamless.
Timing is everything
Retailers should also keep in mind that nearly half of Aussies (46%) leave their Mother’s Day shopping to the final week. This presents a crucial window for brands to capture attention and drive sales with timely, last-minute campaigns.
Promotions that feature bundled gift options, limited-time offers, and fast or same-day fulfilment can tap into the urgency of the moment – delivering both convenience and value when shoppers need it most.
The strategic imperative
Mother’s Day isn’t only a sentimental occasion, but a strategic moment for retailers to meet shoppers at the intersection of emotion and economy. Consumers will still be shopping for mum, but they’re approaching gift-giving with a more practical, research-driven, and value-focused mindset.
Retailers who seamlessly integrate online discovery with the in-store experience, prioritise personalisation, and deliver compelling promotions will be best positioned to capture attention and drive sales.
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