By Brendan Straw, Shopfully, Country Manager Australia
Mother’s Day has always been about showing appreciation through thoughtful gestures, but this year Australian shoppers are redefining what meaningful gifting looks like. While categories like fashion, jewellery and beauty products have traditionally dominated Mother’s Day spending, new Shopfully data reveals a noticeable shift in consumer behaviour for 2026. Flowers and hampers have emerged as the most sought-after gifts, with 44% of shoppers planning to purchase them, ahead of fashion (35%) and beauty products (29%).
At first glance, this may simply appear to be a changing preference in gifting trends. However, it also reflects the growing financial pressures many Australians continue to face amid the ongoing cost-of-living crisis. Consumers still want to celebrate the important women in their lives – not just mums and mothers-in-law, but increasingly friends and chosen family too – yet they are looking for ways to do so without overspending.
Flowers in particular strike a balance between affordability, sentimentality and immediacy. They remain a highly emotional purchase that can feel luxurious and thoughtful without requiring the same financial commitment as larger-ticket items like jewellery, electronics or premium beauty products. In many ways, flowers have become the perfect “meaningful but manageable” gift for budget-conscious Australians.
What is particularly interesting is that shoppers are still gravitating toward physical retail experiences despite tighter budgets. According to our data, 76% of Australians prefer to shop in-store for Mother’s Day purchases. This reinforces a broader retail trend we’ve observed throughout the year: consumers still highly value the tactile shopping experience. Whether it’s seeing a bouquet in person, carefully selecting a hamper or browsing for inspiration, shoppers enjoy being able to physically inspect products and take them home immediately rather than waiting for delivery.
Timing is also playing a crucial role in this year’s shopping behaviours. Many Australians are leaving their Mother’s Day purchases until the final fortnight, with 38% shopping one to two weeks before Mother’s Day and a further 31% purchasing during the week leading up to the occasion. This compressed purchasing window presents both a challenge and a significant opportunity for retailers.
For businesses, this year’s Mother’s Day trends highlight the importance of meeting consumers where they are financially. Our research found 57% of shoppers say promotions are very important when making their final purchasing decisions. In the current climate, retailers can no longer rely solely on premium gifting or emotional marketing; value and affordability now need to be front and centre.
Retailers should consider introducing smaller, budget-friendly bundles that still feel premium, such as flower-and-chocolate pairings, mini hampers or affordable self-care kits. Limited-time flash promotions, loyalty discounts and last-minute in-store offers are also likely to resonate strongly with shoppers who are carefully monitoring their spending right up until the final days before Mother’s Day.
Ultimately, this Mother’s Day demonstrates that Australians are not abandoning celebration despite economic pressures; they’re simply becoming more intentional with how they spend. Thoughtfulness outweighs extravagance. For retailers, understanding this shift will be crucial not just for Mother’s Day, but for every key retail moment moving forward.
Methodology
Shopfully, the international leaders in Drive to Store, surveyed 431 Australian consumers in May 2026 to reveal insights into their shopping behaviours ahead of Mother’s Day.