Flowers, vouchers and sweets are the most popular gifts. Average spending of 67 euros per capita. Southern federal states are the most generous.
Vienna (OTS) – May 12th, the second Sunday in May, is Mother’s Day again. “If the gifts planned are anything to go by, it should actually be called ‘Flower Day’“, says Rainer Will, executive director of the voluntary, independent and non-partisan trade association. “Because more than every second person in the country gives their mother flowers or plants as gifts on this day. An average of 67 euros per person is spent on this.“
The trade association, together with the market research institute Mindtake Research, has determined what our mothers particularly like to receive as gifts this year and how much is spent on them. Austrians are showing off their frugal side this year: According to the survey results, domestic consumers will spend an average of 5 euros less on Mother’s Day gifts this time than last year.
The top 5 gifts for Mother’s Day 2024
Overall, seven out of ten respondents plan to give something away for Mother’s Day this year. Far more than one in two people choose flowers or plants. Vouchers as well as chocolate and sweets only follow at some distance. But non-material gifts such as trips are also among the top gifts. Here is the ranking:
- Flowers/Plants (42%)
- Vouchers (13%)
- Chocolate/pralines/candy (12.5%)
- Non-material gifts (e.g. trips) (11%)
- Restaurant visits (8.5%)
„This year, Austrians are spending a total of around 220 million euros on Mother’s Day gifts. For the flower trade, Mother’s Day is, along with Valentine’s Day, the day of the year with the highest sales. But the day is also an important sales stimulus for the food trade, drugstores and perfumeries as well as the jewelry trade“, summarizes trade spokesman Rainer Will together.
What mothers want
For the first time this year, the trade association also asked how much the gifts suit mothers’ tastes. And the givers are doing quite well. Flowers are also at the top of mothers’ wish lists (39%), followed by non-material gifts (38%), vouchers (24%) and homemade items (22%). And if anyone hasn’t bought a gift yet, here’s another tip: According to the survey, 18% of mothers would be most happy about a book for Mother’s Day. In fact, only 6% of those surveyed give this product as a gift. So there is still some catching up to do here!
Spending on Mother’s Day is highest in Styria and Carinthia
While the planned per capita spending in Styria and Carinthia amounts to an impressive 79 euros on average, the most frugal gift givers can be found in Lower Austria and Burgenland at 61 euros. In between are Upper Austria and Salzburg with 67 euros, Tyrol and Vorarlberg with 66 euros and Vienna with 64 euros.
The majority buys in stationary stores
The exciting question about the most popular place to shop for gifts cannot be answered clearly this time. Almost one in four (23%) say they get surprises for that day at the supermarket or discount store. But exactly the same number name shops that are neither on a shopping street nor in a shopping center as their favorites – such as nurseries or garden centers. Online shopping is almost on a par: 22% of those surveyed want to order their Mother’s Day gifts online.
Questions & Contact:
Mag. Gerald Kühberger, MA
Press spokesman
T +43 (1) 406 22 36-77
E gerald.kuehberger@handelsverband.at
Manuel Friedl
Senior Communications Manager
T +43 (1) 406 22 36-80
E manuel.friedl@handelsverband.at
www.handelsverband.at
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