ShopFully, the leading international tech company in Drive to Store with presence in 25 countries, surveyed 507 Australian consumers in April 2024 to reveal insight into their shopping behaviours ahead of Mother’s Day.
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68.1% of respondents are planning to buy something in store this Mother’s Day, a marked drop from 93.8% in 2023.
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When asked why they were planning to go in store, the following reasons were given:
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35.09 per cent said they loved the experience of being in a store
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21.5 per cent said they liked to physically touch an item before purchasing
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13.2 per cent called out that they like to be able to instantly purchase something rather than wait for an order
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21.5 per cent said they liked to physically touch an item before purchasing
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4.5% said they only expect to find the item their Mother wants in a store
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A quarter (25.6%) said it’s easier to get inspired in store
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This Mother’s Day, fashion, beauty and D.I.Y/homewares are the top categories shoppers plan to purchase from, consistent with the results from 2023.
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46 per cent are planning to purchase a fashion gift (eg. clothes, shoes, accessories, jewellery)
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34.4 per cent are planning to purchase a beauty gift (eg. perfume, makeup, skincare)
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27.1 per cent are planning to purchase a D.I.Y/homewares gift (eg. candles, décor, gardening tools)
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25.5 per cent are planning to purchase a kitchenware/home appliances gift (eg. coffee machines, mixers)
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22.3 per cent are planning to purchase a personal care appliances gift (eg. hair stylers, foot spa)
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15.9% per cent are planning to purchase a personalised gift (eg. canvas prints, photo books)
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14.3 per cent are planning to buy books
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10.1 per cent are planning to buy electronics such as smartphones and headphones
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39.3 per cent of consumers will buy a gift two weeks or more prior, 46.2% will buy one the week of Mother’s Day. Just 4.2% planned ahead and bought a gift during Christmas or Black Friday sales. One in ten (10.1%) are not planning to buy a gift this year.
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This Mother’s Day
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Just 17.2% are planning to spend over $150 this year, while 25% were planning to spend $200-$500 in 2023
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The majority of consumers are planning to spend either up to $50 (32.9%) or between $51-$100 (33.51%)
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When asked about their preparation to shop, consumers said they search online for the products they are after at the best price (27.1%). 28.1 per cent said they’ll window shop in store, 14.3 per cent said they will ensure they have strict budget for the items they wish to buy and 22.8 per cent said they will be researching which retailer/brand is offering the best price for the items they want.
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Over a third 36.7% will be searching through either a physical or digital catalogue to find the best price.
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Over one in 10 (14.3%) of consumers said they will use an AI tool (such as a smart speaker, Siri or Chat GPT) to search for or buy Mother’s Day gifts. The majority of Aussies however are not using such tools (85.5%).