Mother’s Day gifts: Austrians want to spend an average of 72 euros

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On average, Austrians want to spend 72 euros for Mother’s Day 2023 on May 14. In particular, flowers (36 percent), chocolate (14 percent) and non-material gifts such as excursions (twelve percent) are in high demand, according to a survey by the trade association together with the market research institute Mindtag Research, which was announced in a release on Thursday (as published by vienna.at).

In total, Austrians are likely to spend around 240 million euros on gifts for Mother’s Day. “This makes Mother’s Day an important sales driver, especially for the food and flower trade, but also for drugstores, perfumeries and jewelry retailers, which is needed like a morsel of bread right now. For the flower trade, Mother’s Day is even the strongest sales day of the year alongside Valentine’s Day,” said Rainer Will, managing director of the trade association.

Per capita spending: Vienna is in 3rd place
While planned per capita spending in Lower Austria and Burgenland averages 81 euros, the most frugal gift-givers are found in Styria and Carinthia, with 58 euros. In between are Vienna with 79 euros, Upper Austria and Salzburg with 75 euros, and Tyrol and Vorarlberg with 63 euros.

After eCommerce climbed to the top of the list of the most popular shopping locations for the first time in 2021 – probably also due to the pandemic – this year, as in the previous year, stores that are not located directly on a shopping street are again ahead on Mother’s Day (22 percent). A good fifth (22 percent) of respondents said they would buy surprises at supermarkets or discounters this year. Online shopping was in third place, with around 20 percent intending to order gifts online. For the survey, 1,015 people aged 18 and over were questioned from April 24 to May 3.

WKÖ looks forward to Mother’s Day with anticipation
The Chamber of Commerce is also looking forward to Mother’s Day with anticipation. “On the second Sunday in May, we in Austria traditionally celebrate all mothers and enjoy consciously spending time with our loved ones. Mother’s Day is also a joyous occasion for the retail sector,” says Rainer Trefelik, Chairman of the Federal Trade Division in the Austrian Federal Economic Chamber (WKÖ). As a welcome purchase occasion, the holiday “brings a ray of hope into the otherwise rather gloomy consumer climate at present, in which many businesses are struggling with high costs and purchasing restraint.”