The 'new age' mum doesn't want a digital photo frame or kitchenware. Today's Australian mother values a personal approach. Oddly enough, that means gift vouchers are in.
A survey of 1,100 people by consumer research agency BrandHook has compared planned Mother's Day gifts with the gifts mothers actually want – and don't want – to receive.
Gift vouchers top the wish list for mums, despite coming only third on the planned present list. Flowers, the number one planned gift, were mums' second choice.
The most unwelcome gifts were listed as pets, digital photo frames, bath sales, vases, digital reading devices such as the Kindle, smartphones, digital cameras, wine, kitchenware and, unsurprisingly, lingerie.
BrandHook partner Pip Stocks said: "When we compared the relevant trends for mothers versus the general population, while the top two remained were consistent – getting value and durability of products and services – there were differences within the remaining top 10.
"Wanting to feel good about the purchases they make, the desire to be supporting local and local business were more prevalent for mothers while the need for indulgent purchases dropped down in importance."
Planned Mother's Day Gifts
1. Flowers (48%)
2. Chocolates (37%)
3. Gift Voucher (35%)
4. Jewellery (28%)
5. Perfume (28%)
6. Clothes (22%)
7. Books (20%)
8. Dining Experience (19%)
9. Slippers (18%)
10. DVDs (16%)
Gifts Mothers Would Like to Receive
1. Gift Voucher (58%)
2. Flowers (50%)
3. Jewellery (46%)
4. Perfume (42%)
5. Clothes (42%)
6. Spa/Relaxation/Treatment (39%)
7. Chocolates (37%)
8. Books (36%)
9. Dining Experience (35%)
10. Homemade Gift (24%)
Gifts Mothers Don't Want to Receive
1. Pet (59%)
2. Digital Photo Frame (48%)
3. Bath Salts (46%)
4. Vase (45%)
5. Kindle/Digital Reading Device (42%)
6. SmartPhone (40%)
7. Digital Camera (37%)
8. Wine (36%)
9. Kitchenware (35%)
10. Lingerie (35%)
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