Ahead of Mother’s Day on Sunday, May 11, Austrians are expected to spend a collective €250 million ($270 million) on gifts for the occasion, according to industry estimates. The holiday remains a major economic driver for retailers, florists, and small businesses across the country, even as spending habits show signs of shifting.
On average, Austrians plan to spend about €60 ($65) per gift this year, with regional variations. In the eastern state of Lower Austria, residents are budgeting slightly below that figure, while in Upper Austria, traditional gifts like flowers continue to dominate shopping lists.
“Mother’s Day is not only a lived family tradition but similarly a significant boost for the retail sector,” said Mariana Trefelik, a spokesperson for the Austrian Economic Chamber. The holiday’s economic impact extends beyond immediate sales, she noted, often influencing consumer behavior in the weeks leading up to the event.
Despite the strong spending, some reports suggest Austrians are becoming more cautious with their budgets. A survey by *Heute* found that while flowers, cash, and sentimental gifts remain popular, many shoppers are opting for smaller or more practical presents this year. The trend reflects broader economic pressures, though the overall market for Mother’s Day gifts remains robust.
Florists, in particular, are expecting a busy weekend. In Upper Austria, flowers have long been the go-to gift, and this year appears no different. Local retailers report steady demand for bouquets, potted plants, and custom arrangements, with many customers placing orders in advance to secure their preferred selections.
The €250 million figure, compiled by industry analysts, underscores the holiday’s importance to Austria’s retail economy. While the total represents a slight dip from previous years, it still positions Mother’s Day as one of the most lucrative events of the spring season, second only to Easter in some sectors.
For many families, the day is as much about tradition as it is about commerce. “It’s a chance to show appreciation in a tangible way,” said one Vienna resident, who planned to give her mother a handwritten letter alongside a small gift. “Even if budgets are tighter, the sentiment hasn’t changed.”
With just days left until the holiday, businesses are bracing for a final surge in sales. Online retailers and brick-and-mortar stores alike have extended their hours, while delivery services are preparing for an influx of last-minute orders. Whether through flowers, chocolates, or a simple phone call, Austrians are making sure the day doesn’t travel unnoticed.
