The beauty and cosmetics industry has long regarded Mother’s Day as a significant calendar sales event. In the lead-up to the big day, TV ads for fragrances, new launches and gift card promotions increase significantly to attract the attention of gift givers keen to spoil their mums.
Australians are poised to increase their spend this year says the Australian Retailers Association in collaboration with Roy Morgan. Mother’s Day is coming up on Sunday May 14th and the ARA and Roy Morgan predict a total spend of $925 million – an increase of $166 million over 2022.
Nearly 50 per cent of Australians over the age of 18 – 10.1 million – revealed that they intended to purchase gifts for Mother’s Day. Flowers, chocolate, food and gift cards were the most popular choices with an average spend of $92 per gift. A slightly more generous figure than last year’s $80 with more that 84 per cent of respondents adding they intended to spend the same or more this year.
With just over two weeks until Mother’s Day, Australians are set to open their wallets and their hearts, said Paul Zahra, CEO of the ARA. “Amid ongoing cost of living pressures, many will be making an exception to spoil their mums -or in some cases other special people in their lives.
” It’s an important milestone to celebrate the immense contribution of mums and the sacrifices they make, but many Australians also take the opportunity to show their appreciation for their partners, caregivers and other family members.
“With an occasion such as Mother’s Day, we typically see shoppers becoming more selfless. While people may be reluctant to spoil themselves due to the high costs of living, they’re still enthusiastic to splash out on loved ones”.
Interestingly, nearly a quarter of those surveyed said they would be giving a gift to someone other than their birth mother. But Mother’s Day can be a distressing day for those who have lost their mothers, have endured a traumatic past and a host of other reasons. Many retailers and brands now offer the consumers the right to opt out of marketing messages promoting Mother’s Day.
In the beauty industry, Mecca, Go-To Skincare and Aesop are some of leading names and retailers who are offering the opt-out option.
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