1 in 5 Aussie mums to go without gifts this Mother's Day

Thursday, May 09, 2013

Almost 1 in 5 Australian mothers will not receive a gift this Mother’s Day, as 18% of respondents admit they have no intention of purchasing their mums a gift.

Our recent nationwide survey of 580+ respondents and 260+ mothers showed that some Australians are spot-on in their anticipated Mother’s Day purchase while others have missed the mark.

The most desired gift that mothers expressed – a gift for them personally, such as pampering or beauty treatments – is also the gift that Australians will go for more than any other, with 13% choosing this type of gift. On the flip side, while only 7% of mothers would like something for their home – such as flowers and décor – more than 1 in 10 Australians will opt for these items as their gift of choice.

Most Desired Gifts this Mother’s Day

Mothers responded that their most desired gifts (chosen by 26% of all respondents) was something for her personally – whether pampering, hair styling, a massage, nail treatments, or beauty products. Next in line was something she could spend (15%) such as cash or a store voucher, and something she could wear (13% – i.e. jewellery, clothes or accessories). The least desirable categories included something she could use (cooking, cleaning, gardening, or sewing implements, at 7%), something for her home (flowers, décor, at 7%), and least of all, something she could consume (wine, gourmet foods and chocolate, at 3%).

If ever there was a gift that was explicitly put forward, it was time with family and the alleviation of everyday household tasks:

“I would love the company of my children, a meal with my family… for my kids to be with me!”

“A cooked meal or a job that needed to be done around my home, to have a day off from home duties would be nice.”

Thoughtfulness and love-filled gestures were also appreciated:

“I want nothing material, just breakfast in bed and a picnic.”

“I would most like a card with thoughtful words, or a photo of my children all together.”

Download the Mother’s Day research summary for the full report!
Click here to download the report

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