Mumpower Reveals: The Top 3 Discount Retailers Mums Trust - and why this matters for your brand.

Overview

As Mums control the majority of the household budget, understanding where, how, and why she buys is critical, particularly in today’s noisy retailer space. As everyone is tightening their belts due to tougher economic times, we thought it was time to explore how Australian Mums really feel about the most popular discount retailers.

Mumpower’s latest research dives into the shopping habits of nearly 500 Australian mums, uncovering the discount retailers they trust most. We gathered honest, no-holds-barred opinions on eight major discount retailers, including Kmart, Target, Big W, The Reject Shop, Best & Less, Costco, Harris Scarfe, and Spotlight.

The goal? To find out which retailers mums visit most frequently, which ones have their heart, and which are missing the mark in terms of appealing to Mums — and why this matters for your brand.

Mums’ Top 3 Favourite Discount Retailers:

1. Kmart (54%)
2. Target (19%)
3. Big W (16%)

Kmart leads the pack by a massive margin, with more than half of Aussie mums naming it as their go-to retailer. Target and Big W make up the top 3 by a much smaller margin. Understanding the “why” behind these preferences provides vital lessons for brands on how to stay top of mind with this powerful demographic, regardless of which retailer you range in.

What Mums Love About Kmart (and Why You Should Care)

Kmart isn’t just a shop —it’s a retail powerhouse for mums who value affordability, variety, and style. Here’s why it resonates so strongly with Aussie mums:

• Unbeatable Prices, Reliable Quality: Mums love Kmart for its perfect balance of affordability and quality. In a world where cost is king, Kmart delivers with accessible pricing that never feels like a compromise. This sweet spot drives return visits and loyalty.
• Stylish, On-Trend Products: From chic home décor to affordable fashion, Kmart makes staying on trend easy—even for busy mums juggling family, work, and life. Mums know they can count on Kmart to refresh their homes or wardrobes without breaking the bank.
• Convenience Above All: Whether shopping in-store or online, Kmart’s smooth, user-friendly experience saves mums precious time. With seamless online shopping and click-and-collect options, Kmart proves that convenience is key to winning a busy mum’s loyalty.

In Her Words

“Kmart seems to nearly always have what I need and for a great price! in this current economy a lot of us cannot afford basic things for our kids, house or even ourselves and Kmart seems to always be updating their products to assist with the everyday living!”

High rotation of stock, affordable prices, good variety of products sold, one stop shop if time poor, good options of dupes, great opening hours, clothing range is usually good quality for seasonal wear, love the party section, art & crafts & cheap prices for books. Something for everyone.

As a mum, I can find everything I need there for a reasonable price. I can dress the family from head to toe in any season, buy toys/arts and crafts for a rainy day, pretty things for the house and print photos when I need to for the family … and they accept Afterpay when times are tough!

Why These Insights Matter for Your Brand

These findings give marketers a clear advantage. You now know where mums are shopping, and more importantly, why they shop there. Even as Kmart heroes their own brand more and more, knowing what Mums love about the store experience, products and services gives you greater insight into ways you can adjust your marketing strategies and communication to resonate better and reach this influential consumer base.

• For brands stocked at Kmart: You’re already in the favourite store of over half of Aussie mums! Capitalise on this by highlighting what matters to Mums; affordability, versatility, and convenience in your messaging.
• For brands aligned with Target or Big W: While these stores still hold a loyal customer base, their appeal is narrower for the Mum market. To stand out, focus on spotlighting features about your product that mums have said they love about Kmart, such as style-forward products and ease of shopping. This insight allows your brand to look at different ways to stand out to attract more foot traffic and engage, so it’s your brand they seek out in these retailers.

What’s Next? More Revelations from Mumpower!

Mumpower’s research delivers the data you need to stay connected with today’s mums and craft marketing strategies that speak to their needs, preferences, and behaviours. With these insights, you can boost sales, elevate your brand, and stay ahead in the competitive retail game.

Want to dig deeper? The above consumer insights are an update to our Australian Mums Today research, a comprehensive and evolving study commissioned by Mumpower annually and updated with quarterly instalments to best understand how, what and why Australian mothers are buying in today’s climate. This study is the most extensive resource of its kind and provides timely insights for marketers, advertisers and brand custodians who specifically speak to this market.

Contact us here for access to the full report on Aussie Mums’ shopping habits, and discover how your brand can win over this influential demographic.