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Vienna — Mother’s Day on May 10 is set to deliver a major upswing for the retail sector, with consumers in Vienna expected to spend around 65 million euros on gifts. What is traditionally a family celebration has once again become an important economic driver.
According to a new survey by the Vienna Chamber of Commerce in cooperation with KMU Forschung Austria, 63 percent of Viennese residents plan to purchase a gift this year. And the generosity extends beyond mothers: 22 percent will buy something for their partners, while 14 percent intend to surprise their mothers‑in‑law.
Despite rising living costs, spending is on the rise. On average, shoppers will invest 64 euros per gift, slightly more than last year. Retailers are optimistic that this trend will translate into a strong sales week.
“We expect a very solid Mother’s Day business. Even though life has become more expensive, many people don’t want to miss this family occasion and are willing to spend generously,” said Margarete Gumprecht, Chair of the Retail Division at the Vienna Chamber of Commerce.
Classic Gifts Still Dominate
When it comes to choosing the perfect present, traditional favorites continue to lead the way. Flowers and plants remain the top choice, followed by sweets, restaurant visits, and gift vouchers—particularly for shared activities or wellness experiences.
The survey also highlights a familiar pattern in consumer behavior: around 80 percent of shoppers buy their gifts at the last minute. Many wait until the week before Mother’s Day, and a notable share even shops on the day itself. For retailers, the coming days are therefore crucial.
With strong spending intentions and a high volume of spontaneous purchases, Vienna’s retailers are preparing for one of the most important sales peaks of the spring season.
- source: vienna.at/picture: Image by Gerd Altmann from Pixabay
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