February 10, 2025
It’s no secret that during the back-to-school season, mums are becoming burnt out en masse as revealed by our upcoming Australian Mums Today 2025 survey.
Faced with a perpetually lengthy to-do list, school holiday fatigue, and the all-consuming mental load, mums are juggling competing priorities against the backdrop of a raging cost-of-living crisis.
Top Survey Insights Include:
- 79% surveyed currently have school aged children between 5-17.
- Mums alone are responsible for 91% of the back-to-school shopping.
- 52% of mums stress about going back into the swing of things once the school year starts, 48% worry about lunchbox prep, 47% fret about whether their child will adjust to their class and make new friends, and 46% stress about managing the school drop off/pick up routine.
- The other top back-to-school stressors for mums are the return of sport/extracurricular activities (21%), the additional costs of school rising year-on-year (40%)
- In line with high cost-of-living pressures 87% of mums head to discount department stores as their go-to for back-to-school shopping.
These stats are just a glimpse into the greater stresses of mums today. Mumpower CEO Christie Nicholas says:
“Mums are largely responsible for household discretionary spend including fashion, children’s products and services, and supermarket purchases. In light of rising costs, mums are bearing the brunt of juggling the household routine, stretching the household budget, and making sure their children are fully equipped for school.”
Back-to-school expenses are a significant cause of stress with the average Australian family spending $2,547 per primary school child and $4,793 per highschool child. Major costs typically include school uniforms, stationery, books, shoes, bags, and devices.
Christie notes that Mumpower’s research shows mums are continuing to prioritise spending on their children despite the steep price. Mums also reported feeling overwhelmed from having to balance school schedules from drop off to after school activities, along with their paid work.
Finally, the mental load is cited as the single factor that stresses mums out the most on a daily basis. Mums highlight finances, keeping on top of chores, remembering and managing the myriad tasks related to children like filling out forms and deciding what to pack in lunchboxes as consistent stressors.
She concludes:
“Brands are competing with mothers’ increased mental load which means they must be mindful of understanding and catering to this demographic if they want to be successful. Today’s mums have several pain points and in the case of back-to-school stressors, brands that align to these pain points will be the ones that win mums’ vote.”
If you’re looking to enhance brand awareness, accelerate the path to purchase, and maximise word-of-mouth impact—especially among key customers like Mums—we’re here to support you. Our insights help you work smarter, not harder, by strengthening connections with your audience more effectively.
Get in touch with us today for actionable strategies tailored to your business and marketing needs.
