Retailers transforming Mother’s Day for the modern-day mum

THE Australian Retailers Association (ARA) said retailers across Australia are preparing for large crowds this weekend as shoppers enter their doors in search of the perfect Mother’s Day gift this Sunday.

With technology transforming every industry, Russell Zimmerman, executive director of the ARA said mums are more mobile than ever and all Australian’s should take this into account when buying their gift this Mother’s Day.

“Technology is creating new ways for consumers to interact with each other, and retailers are now redesigning their products to align with consumer behaviour and modernising the way they market to their consumers on these special occasions,” Mr Zimmerman said.

“Although the usual Mother’s Day gifts like slippers, perfume and pajamas are still high on the wish list this year, we are seeing retailers push more electronic gifts to suit the needs of the modern-day mum.”

Roy Morgan Research surveyed almost 2,000 mothers in 2015 to find out how they engaged with online activities and found mums are more likely to use their smartphone for life admin rather than pure entertainment.  

With this is in mind, the ARA are seeing retailers across the country stock up on Fitbits and Smart Watches this year, as department store Myer believes the highly anticipated Fitbit Versa Smart Watch will be the perfect gift for mums on the go.

Gerry Gerrard, CEO of Interflora, said flowers will still be very popular this Mother’s Day with chrysanthemums, carnations and lilies being the most popular flowers of choice.

“With Interfora’s Mother’s Day Collection offering a wide range of beautiful bouquets and hampers filled with every mum’s favourite treats, we’re expecting Mother’s Day to be as busy for our florists as ever,” Mr Gerrard said.

From bright flowers to sparkling jewellery, the ARA know Mother’s Day is the second largest trading month for the retail jewellery category, after Christmas.

Carson Webb, general manager of Showcase Jewellers said their stores often experience increased diamond business during the Mother’s Day lead-up as no one can ever have too many diamonds.

Mother’s Day is strong in the general jewellery lines, including watches and branded fashion jewellery. The most beautiful, yet simple gift selection for Mum are diamond studs,” Mr Webb said.

About the Australian Retailers Association:

Founded in 1903, the Australian Retailers Association (ARA) is Australia’s largest retail association, representing the country’s $310 billion sector, which employs more than 1.2 million people. As Australia’s leading retail peak industry body, the ARA is a strong pro-active advocate for Australian retail and works to ensure retail success by informing, protecting, advocating, educating and saving money for its 7,500 independent and national retail members throughout Australia. For more information, visit or call 1300 368 041.


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