Almost three million fewer Australians are expected to celebrate Mother’s Day on Sunday, compared to last year.
A survey by the Australian Retailers Association (ARA) found about 7 million people intended to mark the occasion.
ARA Chief Industry Affairs Officer Fleur Brown said that was 2.7 million fewer people than 2024, with the later Easter holiday this year a possible reason.
Ms Brown said despite the drop in number, the projected average spend was up from $102 last year to $141 this year.
“Australians are expected to splash $1 billion on Mother’s Day this year, virtually unchanged from a year ago despite tighter household budgets,” she said.
Ms Brown said the survey revealed flowers (37 percent) would be the gift of choice, with 20 percent of respondents saying they would spoil mothers with food and beverages.
“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 35s and 35 to 49-year-olds, who carry the greatest interest rate pressures.”
Ms Brown said in the under 35s, participation was down 65 percent, with 2 million fewer than 2024 and the 35 to 49-year-olds down 54 percent, dropping by 1.3 million participants.
She said the 50 to 64-year-olds were almost unchanged at 1.4 million participants, while participation in the over 65 group had doubled to 1.4 million.
