Valentine’s Day vs Mother’s Day: Consumers choose mum
Inside Small Business
May 12, 2017
Mother's Day Concept-- Post card with colorful flowers.
When it comes to romance, as a Nation Aussies are clueless, choosing to spend up big on their mum for Mother’s Day flowers rather than on their Valentine.
Analysis of Square transaction data found that close to 60% more flowers are bought for mums for Mother’s Day compared to those purchased for their partners on Valentine’s Day.
Not only are Australians buying more flowers for mothers, but we’re also spending on average almost eight per cent more on flowers for Mother’s Day than for Valentine’s Day. The average national spend for a bunch of flowers for Valentine’s Day is $42.98 compared to $46.35 for Mother’s Day.
A redeeming factor is that Aussies do like to plan ahead for Valentine’s Day. In the lead up to Valentine’s Day 77 per cent of flowers are purchased before the actual day itself, in comparison to 72 per cent pre-purchased for Mother’s Day.
When it comes to romance, Canberrans are leaving things to the last minute. Just under 40% of those in the national capital leave their Valentine’s Day flower purchase to within 48 hours of Valentine’s Day, although their last minute purchasing decisions may lead them to be guilt-shopping — Canberrans spend over 22% more on flowers for their Valentine than they do for their Mother on Mother’s Day.
Queenslanders also like to spend up big on their partners at Valentine’s Day, spending nearly 50% more on flowers for their Valentine’s than on their Mum at Mother’s Day.
Our infographic shows the five-day spending across the two key periods for florists in 2016.