Most Australians (66.41%) spent between $50 and $100 this year on Mother’s Day gifts, according to a recent survey by leading international tech company in drive to store, ShopFully. Compared to last year, there was a drop with just 17.2% spending over $150, compared to the 25% who spent $200 to $500 in 2023.

Just over 14% of consumers stuck to a strict budget for the items they wished to purchase, with 22.8% researching online which retailer/brand is offering the best price for the items they want.

While consumers compared prices online, 68.1% of respondents went in-store to purchase their Mother’s Day gifts – a significant decline from last year, with nearly all shoppers (93.8%) going in-store.

A small portion (4.2%) organised early and took advantage of previous big sales such as Christmas and Black Friday for Mother’s Day gifting. With nearly half (46.2%) leaving their shopping to one week before.

AI was utilised this year for Mother’s Day, with more than one in 10 (14.3%) Australian consumers using AI tools such as a smart speaker, Siri or Chat GPT to search for or buy Mother’s Day gifts.

The way consumers approached gifting for Mother’s Day in 2024, was quite different from last year and can be considered an indicator for upcoming gifting occasions, according to ShopFully Australia country manager, Brendan Straw.

“The financial pressures many are facing appear to be causing a decrease in spending, likely linked to the current cost-of-living crisis which is influencing consumer spending habits. Last-minute shopping behaviour and delay in purchasing decisions highlights the decline in purchasing power and reluctancy to make non-essential purchases,” he said.

“While there has been a decrease in spending from last year, we found there was an increase in the use of technology. Building on last year’s momentum, 2024 saw a notable use of AI in the shopping process, with more than one in ten (14.3%) Australian consumers using AI tools such as smart speakers, Siri, or ChatGPT to search for or buy Mother’s Day gifts.

“This adoption of technology reflects the ongoing change in consumer behaviours, where brands need to enhance their online presence and shopper experience in order to cut through the clutter. The increased use of AI for shopping inspiration raises a profound question for retailers vying to be the top choice recommended, and in turn could significantly impact profit margins and the success of a business across a variety of industries.”