It looks like Mum’s still getting spoiled this year, just by fewer people. New research from the Australian Retailers Association (ARA) and Roy Morgan reveals Aussies are expected to fork out around $1 billion on Mother’s Day in 2025.

That figure is pretty much on par with last year’s spending, even though households are clearly feeling the pinch from rising costs.

Still, only 30 per cent of Australians say they’ll be celebrating Mum this year. That’s 7 million people, down from nearly 10 million in 2024. But here’s the twist: the average spend is actually up, jumping from $102 last year to $141 this year. So while fewer people are buying gifts, those who are are digging a little deeper into their pockets.

Flowers still top of the shops

There is no surprise here – flowers are blooming as the go-to gift, with 37 per cent of shoppers picking a bouquet for Mum. Food and drink come in next at 20 per cent , followed by experiences like dinners out or a cheeky weekend away, which are on the rise.

Other gifts getting a look-in are: Gift vouchers (10 per cent) Personal care goodies (10 per cent), Clothing and shoes (9 per cent), Homewares and garden bits (7 per cent).

ARA’s Fleur Brown says that while wallets are tighter than usual, Mother’s Day remains a bright spot for the retail sector.

“The past few years of high interest rates and sky-high business costs have hit discretionary retailers hardest,” she says. “But it’s special events like Mother’s Day that help keep the sector resilient.”

Brown also suggested that this year’s later-than-usual Easter may have thrown off some shoppers’ planning, and it’s clear which age groups are feeling the squeeze the most.

Cost of living hits the young the hardest

Participation in Mother’s Day spending has taken a big dip among certain age groups. The under-35s are down 65 per cent from last year (2 million fewer shoppers). While 35–49-year-olds  are down 54 per cent (1.3 million fewer)

But there’s some good news – older Aussies are stepping up. Participation among the 50–64 crowd has held steady, and among over 65s, it’s doubled to 1.4 million.

So, while Mother’s Day spending is shifting, it’s still a crucial moment for retailers – and for kids of all ages to show Mum a bit of love.

Want more? Get our newsletter delivered straight to your inbox!  Follow Business Builders on Facebook , X , Instagram , and LinkedIn.