In the lead-up to Mother’s Day, newly released figures suggest that businesses hoping to cash in may be disappointed, with Australians splashing more cash on their fathers than their mothers.
Online savings platform CupoNation Australia analysed internal sales data to examine the spending habits of Australians in the weeks leading up to Mother’s Day and Father’s Day last year, and compared the two.
It found that spending in the lead-up to Father’s Day was 26 per cent higher than that spent on Mother’s Day.
The results replicate those found in previous years by point-of-sale platform Vend.
However, CupoNation found that mothers actually win out in terms of the number of purchases made, with the volume of transactions 5 per cent higher in the lead-up to their special day than that of Father’s Day.
It also found that more than a third (34.1 per cent) of spending for Mother’s Day happens in the week of the holiday — perhaps unsurprising given the number of fresh flowers that are gifted each year.
Fathers, by contrast, are much more likely to receive non-perishable gifts, with the platform finding a similar proportion of gifts bought at least three weeks out from the holiday.
It comes as separate research released this week suggested that mothers who own a business tend to work longer hours than fathers who own a business, particularly when home duties and caregiving for children are factored in.
Where was spending growth strongest for Mother’s Day 2018?
- Sports – up 76 per cent
- Fashion and accessories – up 29 per cent
- Home and garden – up 25 per cent
- Books, movies, music and games – up 20 per cent
- Beauty, health and wellness – up 5 per cent
- Electronics and phones – down 1 per cent
- Restaurants, food and drink – down 2 per cent
How does this compare with spending growth for Father’s Day 2018?
- Sports – up 146 per cent
- Fashion and accessories – up 57 per cent
- Beauty, health and wellness – up 44 per cent
- Electronics and phones – up 27 per cent
- Books, movies, music and games – up 22 per cent
- Restaurants, food and drink – up 14 per cent
- Home and garden – up 9 per cent
Source: CupoNation Australia
Adam Zuchetti is the editor of My Business, and has steered the publication’s editorial direction since early 2016.
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