Australians are expected to spend around $1 billion on Mother’s Day this year, according to a new survey by the Australian Retailers Association (ARA) and Roy Morgan—an amount nearly identical to last year’s despite mounting financial pressures on households.
The survey found that 30% of Australians, or roughly 7 million people, plan to celebrate Mother’s Day in 2025. That figure marks a drop of 2.7 million participants compared to 2024, but the average spend per person has increased from $102 to $141.
Flowers continue to be the most popular gift, with 37% of respondents planning to buy floral arrangements for their mothers. Food and beverage items were the next most common choice at 20%, while just over 10% intend to treat their mums to an experience such as a meal out or a short getaway.
Other popular gifts include gift vouchers (10%), personal care items (10%), clothing and shoes (9%), and home-related products such as gardening tools or homewares (7%).
ARA Chief Industry Affairs Officer Fleur Brown acknowledged the resilience of Mother’s Day spending in a challenging retail environment.
“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.
“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.”
The data shows younger Australians are scaling back significantly. Participation among those under 35 has fallen 65%, with two million fewer individuals celebrating this year. Similarly, participation among 35–49-year-olds has declined by 54%, equating to a drop of 1.3 million participants.
By contrast, participation among 50–64-year-olds remains relatively stable at 1.4 million, while those aged 65 and older have doubled their involvement, also reaching 1.4 million participants.
The survey highlights how demographic shifts and ongoing economic challenges are reshaping traditional spending habits, even during events typically marked by high retail activity.