Australians may have the best intentions when it comes to Mother's Day, but many are still leaving gifting until the last minute. Interflora Australia is encouraging customers to plan ahead this Mother's Day, with demand expected to surge in the final days leading up to the occasion.
Mother's Day remains the biggest floral gifting occasion of the year for Interflora Australia, with orders approximately 11% higher than Valentine's Day.
The occasion also continues to drive strong last-minute purchasing behaviour, with around 70% of Mother's Day orders placed within the final four days leading up to the event. Despite increasingly busy lifestyles, Australians continue prioritising meaningful and emotional gifting moments.
"We're seeing more customers rely on flower delivery when they can't be there in person, whether that's because of distance, travel disruptions, or simply busy lives," said Alara Karayalcin, Head of Marketing at Interflora Australia. "The thought behind 'Mum deserves more than a text' actually came from a really simple insight. We asked 100 Australians what they got their mum for Mother's Day last year and, besides the obvious answer of flowers, one of the most common responses was simply 'a text message'. The campaign was designed to tap into culturally recognisable behaviour in a light-hearted but honest way. Australians are busy, many leave Mother's Day until the last minute, but there's still a strong desire to show genuine effort and appreciation."
© Interflora Australia
Flowers continue to remain one of the most popular Mother's Day gifts in Australia, with Australian Retailers Association (ARA) and Roy Morgan research showing 37% of Australians planning to celebrate Mother's Day intend to purchase flowers.
A shift towards convenience and delivery
With a network of local florists across Australia and an international delivery network, Interflora helps customers send flowers both nationally and overseas — helping bridge the distance when families can't be together in person.
Every Interflora order also includes a complimentary message card and envelope, allowing customers to add a personal touch beyond a simple text message.
A campaign inspired by real behaviour
Interflora's Mother's Day campaign reflects modern gifting behaviour and the realities of how Australians celebrate today — balancing convenience, delivery, distance, and emotional connection.
Key campaign messages include "Mum deserves more than a text."; and "More flowers are sent on Mother's Day. Just saying."
© Interflora Australia
"The 'More flowers are sent on Mother's Day' campaign line also came directly from customer behaviour," said Alara.
"When looking at Interflora Australia order data over the last three years, Mother's Day consistently outperformed Valentine's Day in total flower orders, which inspired the creative direction and messaging behind the campaign."
© Interflora Australia
The campaign runs across digital, social, EDM, and out-of-home advertising. With demand expected to peak in the final days before Mother's Day, Interflora is encouraging customers to place orders early to secure preferred delivery dates and product availability.
For more information:
Interflora Australia
interflora.com.au/
https://www.petals.com.au/
