“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,” said Rainer Will from the trade association on Thursday.
On average, 67 euros are spent. That is five euros less than in 2023. The information comes from a survey by the trade association with the market research institute Mindtake. More than one in two of all respondents who give their mothers gifts on the second Sunday in May choose flowers or plants (42 percent). Vouchers (13 percent) and chocolate and sweets (12.5 percent) follow at some distance. Non-material gifts such as excursions (eleven percent) and local visits (8.5 percent) are also among the top gifts. Overall, seven out of ten respondents plan to give something as a gift for Mother’s Day this year.
Flowers or non-material preferred
For the first time, people asked whether the presents were well received. Flowers are at the top of many mothers’ wish lists (39 percent), followed by non-material gifts (38 percent), vouchers (24 percent) and homemade items (22 percent). According to the survey, 18 percent would be most happy regarding a book for Mother’s Day – but only six percent of those surveyed would give that as a gift.
The planned per capita expenditure in Styria and Carinthia this year is an average of 79 euros. 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.
