Australian mothers are the ultimate gatekeepers of household spending, controlling a remarkable 75% of the nation’s $132 billion household economy, a new survey says.
Predictions on where they will choose to spend that money is something of a moveable feast, given their purchasing power spans various sectors, including food, fashion, health, and entertainment.
In fact, according to the Mumpower Australian Mums Today 2025 report, they’re the primary decision-makers for 93% of beauty purchases, 85% of baby and children’s products under $100, and 79% of fashion buys.
But as cost-of-living pressures continue to put the squeeze on family budgets, mother’s are becoming more selective in their spending, tightening the purse strings on discretionary items like fashion and entertainment.
That said, essentials such as utilities, financial services, and children’s education remain top priorities.
Finding out what makes these discerning consumers tick can be somewhat of a minefield for advertisers as they aren’t easily swayed by conventional advertising tactics.
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The mum-buying journey: Trust, reviews, and social media
According to the report from Mumpower, things like word-of-mouth recommendations, online reviews, and fundamental trust are the key motivators for Australian mothers when it comes to making purchases.
In fact, one in four mothers report that their most recent purchase was prompted by a recommendation from a trusted source.
Meanwhile, 92% of mums have avoided a product due to negative reviews, and 82% have made a purchase based on a positive review.
Social media is also a vital touchpoint, with 34% of mums saying they first discovered brands or products through social media content.
That statistic is further evidenced by the fact that 6 out of 10 mums actively promote brands they love online, becoming organic brand advocates in their communities.
Carrie Bickmore and Fifi Box in the Kmart campaign that didn’t go down quite so well on social media.
A case of inauthenticity
A recent Kmart campaign, featuring radio personalities FiFi Box and Carrie Bickmore, was a stark reminder of how critical authenticity is when marketing to this group.
The ad, which showcased the pair shopping for home décor at Kmart, quickly drew backlash.
Viewers pointed out that the duo appeared unfamiliar with the brand, with one critic highlighting the absence of shopping trolleys. The campaign quickly became a source of ridicule online, with many accusing the pair of being “rookies” who rarely shop at the retailer.
Mumpower CEO, Christie Nicholas.
Meeting mums where they are
Christie Nicholas, CEO of Mumpower, stresses the importance of trust, value, and credibility for brands seeking to win mums over.
“From brand discovery to selection, mums are gathering information from multiple trusted channels. They are still spending, but they’re doing their research and spending much more carefully. Validation from online communities, family, and friends often gives mums peace of mind and the final nudge they need to make a purchase, particularly when budgets are tight and buying the “wrong” product can have disastrous consequences,” she said.
Nicholas urged advertisers to meet mums where they are, warning that failing to do so will see them left behind.
“Brands that understand this and meet mums where they are, digitally, emotionally, and financially, will earn loyalty and repeat purchases,” she said.
Pictured: Christie Nicholas, CEO of Mumpower