A quarter of Australians will be spending an average of $64 per household for Mother’s Day, with flowers (35 per cent) and personalised gifts (30 per cent) leading the way for most popular gift options.
According to research by Emarsys, Australians that are set to spend more this Mother’s Day (20 per cent), over two-fifths (41 per cent) claim the main reason is to feel closer to their mums.
However, a fifth (17 per cent) of Australian shoppers will be decreasing their Mother’s Day budget this year, with almost two-thirds (57 per cent) blaming the cost-of-living crisis and inflation.
“Whilst it’s expected that Australians have tightened their belts based on continued economic uncertainty, emotional values will still encourage Australians to spend,” explains Kristyn Wallace, regional vice president APJ at Emarsys.
“In fact, Emarsys’ 2022 Loyalty Index revealed 18 per cent of Australians are loyal to specific retailers because of strong social and ethical values. Emotive personalisation to customers will need to be at the heart of all brand communications ahead of Mother’s Day and the lead up to Father’s Day.
“Personalisation will allow retailers to reach customers where they want to be met and establish loyal customers that will keep coming back every year for special occasions.”
Aussie brand Camilla will be providing the ultimate personal experience this Mother’s Day.
“Through our thoughtful designs, dedication to quality and by providing 1:1 personalisation at scale, we hope to make Mother’s Day a memorable and cherished occasion for all,” says Tracy Jones-Harris, head of digital at Camilla.
“Our founder, Camilla Franks, has always emphasised the importance of kindness, authenticity and individuality in her personal journey as a mother and we strive to inspire these values in the lives of our customers as well.”
Geographically, Northern Territory will be spending more on Mother’s Day this year (38 per cent), followed by Western Australia (27 per cent), Queensland (24 per cent), New South Wales (19 per cent), Victoria (18 per cent) and Tasmania (18 per cent).
