Gifts of alcohol and dining out are predicted to be among the top ways Australians will celebrate Mother’s Day on May 8, with Australians are set to spend $754 million on gifts and Coles revealing Champagne sales are rivalling those for Melbourne Cup.
Flowers, alcohol, food and clothing topping the gifts for mum according to research from the Australian Retailers Association (ARA) in collaboration with Roy Morgan.
People who plan on buying a gift will spend an average amount of $80, with 90% planning to spend the same or more than they did last year.
Flowers are set to be the most popular gift, mentioned by 34% of Australians surveyed, followed by alcohol and food (23%) and clothing, shoes and sleepwear (mentioned by 11% of Australians).
Around a quarter of Australians (24%) will be purchasing gifts for people who aren’t their birth mother, including mothers-in-law, wives or partners and other family members.
ARA CEO Paul Zahra said retailers have already begun promoting their Mother’s Day offers and are set to capitalise on what’s a key event on the retail calendar.
“With just two weeks to go till Mother’s Day, Australians are set to flock to the shops and head online for gifts for mum, with $754 million to be spent on presents, and not surprisingly, flowers top the list with champagne and chocolates also set to be popular gifts,” Zahra said.
“Whilst it’s an important day to celebrate the immense contribution of mums and the sacrifices they make, Australians will also use the day to acknowledge other significant people in their lives. Around one in four people will purchase gifts for people who are not their birth mothers, including mothers-in-law, wives or partners and other family members.
“Mother’s Day celebrations have expanded beyond traditional gift-giving for birth mothers, and people are now using the day to acknowledge others who have taken on this important role in their lives.
“Despite ongoing cost of living pressures, retail sales remain strong in Australia and continue to be spurred along by key retail events with Easter providing a boost to food retailers and businesses in popular tourist destinations as people got away for the holidays.”
Mother’s Day Champagne sales rival Melbourne Cup
Mother’s Day is traditionally a bumper season for Coles, which has surveyed more than 9000 Australians to understand
how they intend to celebrate their mums this weekend.
The survey found that for Aussies wanting to celebrate with a fresh tipple, sparkling (21%) and white wine (20%) are most popular at this time followed by red wine (11%), French Champagne (8%), beer (8%) and spirits (8%). For those with older children, cocktails are the most popular choice among those who imbibe.
In the seven days leading up to Mother’s Day, Coles expects to sell almost as many bottles of sparkling and Champagne as it sells for Melbourne Cup.
The retailer’s top suggestions are Adelaide Hills sparkling Croser NV for $18 (down from $23), go French for $50 with
Canard-Duchêne Brut NV Champagne or splash out on Veuve Clicquot Yellow Label Brut NV Champagne for $69 (a saving of $21 per bottle).
If Mum likes her bubbles to blush, Beyond the Wilderness Brut Rosé Cuvée is $20 (was $25), or give her G&T a colourful upgrade for the day with our award-winning Mayfair flavoured gins, including Mayfair Rhubarb & Ginger Gin or Mayfair Pink Gin at $45 a bottle. All products available at Liquorland from Friday until Sunday.
Mother’s Day bookings surge for restaurants
After two years of cancelled celebrations and plans, Mother’s Day dining is back in full force.
Data from OpenTable shows that Mother’s Day reservations are up 39% in the United States compared to pre-pandemic 2019 and 13% compared to 2021. Americans are feeling the excitement: according to a recent survey, 45% of those celebrating Mother’s Day are planning to make up for lost time by “going big” for their mother or a mother-like figure this year.
It’s a similar story in Australia. Compared with 2019, Open Table data shows growth of 35% in Sydney bookings and 60% in Melbourne, proof that diners are happy to be out again.
As for the regions embracing the celebration with the most gusto, data from me&u reveals that South Australians are spending the most on dining out with their Mums on Mother’s Day, averaging a total spend of $80.99 when taking them out on Mother’s Day. Queensland comes in second spending $68.79 on average, followed by Victoria at $66.79, NSW at $66.42 and Western Australia coming in last as the lowest spenders at $66.01.
However, the data revealed that Aussies love spoiling their mums to a bite to eat and beverage, with Australians expected to spend 27% more taking their mum out to eat and drink on Mother’s Day than the average Sunday.
me&u recorded $1 million in food sales across the country on Mother Day in 2021. Nothing says love quite like a schnitzel, chips and chicken parma, the most ordered foods from NSW, Queensland and Victoria.
Queenslanders were feeling extra indulgent on Mother’s Day 2021, which saw a 96% increase in oyster sales compared to the week before.