Overview
New January 2026 research from 903 Australian mums reveals that Back-to-School remains one of the most pressured periods for families, driven by rising costs, growing mental load, and the emotional responsibility mums carry for their children.
The national survey, conducted 12-29th January 2026 by Mumpower, captures the experiences of Australian mums aged predominantly 29–43, the core group managing school routines, spending decisions and family logistics.
Top Survey Insights Include:
Mums are driving Back-to-School spending
- 85% mums are main decision-makers, 14% joint decision makers for children’s purchases under $100
- This includes everyday essentials such as uniforms, stationery, shoes and school supplies
- Most Mums work outside the home, with only 15% are stay at home parents, 22% on parental leave, yet the responsibility for planning, budgeting and purchasing largely sits with mums
Mental load is high and increasing
- 80% of mums describe their current mental load as high or extremely high
- A majority say their mental load has increased compared to this time last year
- Fewer than 1% say they do not experience mental load as a mum
Cost is the biggest challenge, closely followed by mental load
- Cost is the single biggest Back-to-School stressor for 45% of Mums
- Mental load from organising everything is the second biggest challenge for 1 in 4 Mums
- Back-to-School pressure is both financial and psychological
Getting children emotionally ready is a major stress point
- Helping children emotionally prepare for school is the third biggest challenge
- Mums see emotional readiness as part of their responsibility, alongside cost and logistics
Discount department stores dominate Back-to-School shopping and Officeworks in demand
- 7/10 Mums plan to buy most Back-to-School items from Discount department stores
- 4/10 Mums buying from Officeworks
What Would Make Back-to-School Easier for Families
When asked what would help most, mums pointed to:
- Better bundle deals or value packs
- Incentives or rewards for buying early
- More affordable uniform options
- Clearer, simpler shopping experiences
Mumpower CEO, Christie Nicholas explains why this matters for Australian families:
“Back-to-School is no longer just a shopping season. It has become a pressure point, where financial stress, mental load and emotional responsibility collide. If more and better support was given that talks to real consumer and society issues, then both families and the economy will be left in a healthier state. That’s a win for all.”
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.
This Mumpower research, part of the annual Australian Mums Today exploration, gives voice to what many Australian mums are experiencing but rarely hear reflected back to them that the load they are carrying is real, growing, and shared by others.
Get in touch with us today to learn more about data-back strategies tailored to your business and marketing needs.
