Australians are ready to splash out and spoil Mum with flowers, chocolates, beauty products and fragrances this Mother’s Day, and they’re turning to local retail advertising for gift inspiration, according to the latest survey from Shopper.
The Shopper survey offers key insights into consumer sentiment leading up to Mother’s Day 2023. More than 7,500 Australians over the age of 18 were surveyed across shopping centres nationally.
Alex Lavan, marketing and sales strategist at Shopper, said: “Australians will continue to spoil their mums or the mother figure in their lives this Mother’s Day and despite the rising cost-of-living, 94 per cent of Australian shoppers are planning to spend the same or more than last year, which averaged out at $80 per person.”
Australians spent more than $754 million on Mother’s Day gifting and celebrations in 2022. This year, 24 per cent of Australians plan to purchase gifts for people who aren’t their birth mother, including mothers-in-law, wives, partners or other female family members, recognising the important contribution they make in their lives.
“More than 65 per cent of Australians surveyed are planning to buy a present, but as is the case in previous years, spending quality time with loved ones is what matters most to mums. More than 40 per cent of Australians view Mother’s Day as an important family celebration, and whether the gathering is held at home, cafes, parks or beaches, mum is the focal point as we honour everything they do for us.”
Localism plays a big role in the day, with 90 per cent of shoppers admitting convenience is key when researching, selecting and purchasing gifts. More than two in three shoppers admit to researching or purchasing a Mother’s Day gift after seeing it advertised on a retail panel in a shopping centre. In fact, one in three say they’ll leave Mother’s Day gift shopping until the week leading up to the occasion.
“Flowers have remained the number-one gift of choice for Mother’s Day over the last three years, with convenience gifts such as chocolates and vouchers also popular among shoppers. This is no doubt why more than half of all shoppers are likely to purchase their Mother’s Day gifts from their local or neighbourhood shopping centre and why 85 per cent of shoppers believe shopping centre advertising provides inspiration when shopping for gifts,” added Lavan.
With local and medium shopping centres anchored by at least one major supermarket, shoppers visit their local centre three to four times per week, so exposure to and engagement with retail out-of-home advertising should not be underestimated.
“Local shopping centres play a helpful role for shoppers as they seek gift inspiration. This was the case with Valentine’s Day and it’s the same for Mother’s Day, showcasing the power of retail out-of-home advertising to make a real impact,
“Brands can take advantage of Shopper’s path-to-purchase advertising to target Australian shoppers this Mother’s Day. It’s dynamic and targeted digital out-of-home advertising that allows brands to reach consumers while they’re in a shopping mindset,” said Lavan.
