ShopFully, the leading tech company in Drive to Store, surveyed 595 Australian consumers in April 2023 to reveal insight into their gift-shopping behaviours ahead of Mother’s Day.
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93.8 per cent of those surveyed plan to head in-store to purchase a Mother’s Day gift.
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Of those heading to storefronts, 48.4 per cent are doing so because they just love shopping in-store.
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44.5 per cent are doing so because they love to physically touch and see products before purchasing.
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35 per cent because they like being able to instantly purchase something.
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30.8 per cent because it’s easier to search and find inspiration for a gift 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.
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46 per cent are planning to purchase a fashion gift (eg. clothes, shoes, accessories, jewellery).
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39.4 per cent are planning to purchase a beauty gift (eg. perfume, makeup, skincare).
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32.4 per cent are planning to purchase a D.I.Y/homewares gift (eg. candles, décor, gardening tools).
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24.9 per cent are planning to purchase a kitchenware/home appliances gift (eg. coffee machines, mixers).
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21.1 per cent are planning to purchase a personal care appliances gift (eg. hair stylers, foot spa).
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18.8 per cent are planning to purchase a personalised gift (eg. canvas prints, photo books).
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47.4 per cent plan on spending between $50 to $100, with 20.2 per cent spending between $100 to $200
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Despite cost-of-living pressures, 65.7 per cent shared that their spending on a 2023 Mother’s Day gift is about the same as last year.
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44.1 per cent will purchase a Mother’s Day in the two weeks leading up to May 14, while 43.7 per cent will purchase the week of Mother’s Day.
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Shoppers are looking for practical gifts this Mother’s Day, with 42.7 per cent wanting to purchase a gift that their loved one needs and will use often.
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31.9 per cent are looking to convey expressive value with a gift that is sentimental and shows love.
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25.4 per cent are looking to convey that they’re attentive and buy a gift their loved one said they wanted.
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39.4 per cent will buy items their loved one said they’d like to receive this Mother’s Day, while 54 per cent will search through catalogues to find the best deals.
Brendan Straw, Country Manager for ShopFully Australia, said: “This year, fashion is a hot category for Mother’s Day with clothes, shoes and accessories reported as the go-to by almost half of shoppers, and perhaps is the perfect opportunity to purchase a gift to help our loved ones stay warm as winter nears.
“While Mother’s Day is a highly sentimental occasion, shoppers are keen to purchase a gift that is practical, ensuring it’s needed and will be used often. Beauty, D.I.Y/homewares and kitchenware/home appliances were also among the top categories consumers will be purchasing from.
“Shoppers are leaving the planning of a gift for when Mother’s Day is almost in sight, with the majority buying that special gift just a week or two before, and 43.7 per cent doing so the week of Mother’s Day. For many there will be an inevitable last-minute dash for a gift, in that case, shoppers should head in-store to avoid being upset by delivery delays. Not to mention it’s the perfect place to find inspiration whilst physically seeing products.
“Regardless of your budget, retailers have done the work to curate gift options and deals this Mother’s Day, so for those unsure of what to get or that haven’t even thought of it, this is your reminder to check out online catalogues before heading in-store.”