AUSSIE MUMS ARE REWRITING THE CHRISTMAS BUDGET, AND GROWN-UPS' GIFTS GO FIRST
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If you have already started a quiet mental list of who is getting what this Christmas, and who might be getting a card and a hug instead, you are far from alone.
Two new pieces of research released in the past week paint a clear picture of how Australian families, and mums in particular, are reshaping the festive season to cope with rising costs.
Kids first, grown-ups later
Mum-focused marketing agency Mumpower surveyed 406 mums about their Christmas budgets, and the findings were reported by Retail World Magazine.
According to the research, 44% of mums are spending less this Christmas because of cost-of-living pressures, while another 27% are spending about the same but buying fewer, better-quality items.
The most telling figure?
Some 41% say they are putting the kids first and cutting back on adult gifts, entertaining and treats for themselves.
A further 28% are focusing on practical presents such as clothing, school gear, essential tech and sports equipment.
Timing is changing too.
More than half (58%) are holding off for big sales events such as Black Friday and Cyber Monday, and nearly a quarter (24%) are shopping months ahead to spread the cost.
Mumpower founder Christie Nicholas summed up the mood neatly: "Price-conscious doesn't mean cheapest."
In other words, mums want good value, and a bargain that breaks on Christmas morning is no bargain at all.
The wider picture for Aussie households
A separate national survey of 1,015 Australians aged 18 to 64 by research company Pureprofile, reported by IT Brief Australia, found a similar story.
Almost eight in 10 people (79%) said they were adjusting their spending this Christmas, and 35% planned to spend less on gifts.
Average planned gift spending dipped slightly to $487, down from $491, the first fall since 2023, while the average planned spend on festive food and drink rose by $12 to $518.
When it comes to cutbacks, decorations top the list (70%), followed by eating out (65%) and experiences (58%).
Homemade presents are on the rise, with 15% planning to make gifts, up from 11% last year, although only 17% said they would actually like to receive one.
The most wanted gifts are reassuringly simple: gift cards, clothes or shoes, money, and food and drink.
A word of caution about the sales
Black Friday is a big part of many families' plans.
The Pureprofile research found 58% of Australians intend to use sales events to help pay for Christmas, rising to 76% of families with children aged 12 and under.
But the sales can be a double-edged sword.
Nearly half (47%) of Black Friday shoppers said they often spend more than planned, and that climbs to 58% among young families.
The share who felt pressured by promotions into spending money they had not intended to rose to 44%, up from 34%, while 37% said they found the sales period overwhelming.
Simple ways families are stretching the Christmas budget
Based on what families told researchers, a few common habits stand out.
Many are writing a gift list before the sales start and sticking to it, so the discounts work for them rather than the other way round.
Others are agreeing on a Secret Santa or a spending cap for the adults, freeing up more of the budget for the children.
Choosing practical presents the kids genuinely need, and spreading purchases across the coming weeks, also seems to take the sting out of December.
And if decorations are on your list of cutbacks, last year's tinsel and a few homemade touches will look just as cheerful.
Most importantly, the research suggests what many of us already know: Christmas is about connection more than cost.
With saving money (53%), health and fitness (39%) and family time (37%) topping Australians' wish lists for 2027 in the Pureprofile survey, a slightly smaller pile of presents might be exactly the right call.
