We’ve all been there. You’re wandering through the aisles, and somehow the trolley magically fills up with dinosaur-printed pyjamas, a new lunchbox, and those specific textas the kids needed for school. But when it comes to that linen-blend shirt you’ve been eyeing? Back on the rack it goes.
New research has confirmed what most Mum’s have felt while sipping a cold, three-hour-old cuppa: there is a massive “Treat Gap” in Australian households. According to a study commissioned by BIG W, mums are treating themselves four times less than they treat their kids. Even more staggering? One in five mums rarely treats themselves at all, and 70% admit to feeling guilty when they finally do.
The Numbers Behind the Mum-Life Juggle
The data reveals the slightly exhausting, reality of modern motherhood. On average, mums:
- Hear the word “Mum” nearly 100 times a week.
- Misplace 54 personal items a year due to household clutter (where is that lipstick?).
- Encounter “unpleasant household smells” (we won’t go into detail) about 85% of the time.
Despite 67% of Mums saying that seeing their kids happy brings them joy, 87% of mums have actively sacrificed a treat for themselves just so their child didn’t have to go without. It’s a noble habit, but influencer Jules Robinson, says it’s time to close the gap.
“We give so much of ourselves to everyone around us, often without even thinking twice,” Jules says. “I love that we’re encouraging mums to take a moment for themselves. Those small things matter more than we realise.”
Budget-Friendly Bliss
The research found that over half of mums spend less than $20 when they finally do splurge and Big W say their new Autumn/Winter 2026 collection is leaning into that.
It’s a gentle reminder that treating yourself doesn’t have to be a grand, expensive gesture. Sometimes, it’s just a new pair of earrings that haven’t been chewed on, or a jewellery box to keep those 54 lost items in one place.
One way to look at it is when you are on plane they say in case of emergency oxygen masks drop from the ceiling. You have to fit your own before you can help anyone else.
