How do high school girls choose Mother's Day gifts?

While they use social media for research, they tend to make the final decision alone after checking products in-store, considering their mother's needs and preferences.

What is the average budget?

The majority spend between 1,000 and 3,000 yen, with about 80% spending less than 5,000 yen.

What kind of gifts are most appreciated?

Practical items like cosmetics and beauty products, combined with emotional gestures like handwritten letters, are the most appreciated.

【Reiwa Era Filial Piety】Over 90% of High School Girls Give Mother's Day Gifts! Average Budget is Under 3,000 Yen.

Published Mar 31, 2026 8:28 PM ・ Updated Jun 1, 2026 2:17 PM ・ 6 min read ・ Source: PR TIMES

Even in the SNS era, 'in-store research' is the top method. What is the secret to a 'fail-proof' Mother's Day gift chosen by high school girls?

With t Co., Ltd., which develops entertainment businesses for teens, operates 'Joshikosei Lab' (High School Girl Lab), a media and think tank that broadcasts and analyzes the latest trends among high school girls. They conducted a survey on 'actual conditions regarding gifts for mothers' targeting 100 active high school girls.

Ahead of Mother's Day in May, we are releasing 'gift consumption insights for the younger generation' that companies should pay attention to, focusing on how Gen Z high school girls choose gifts and how they achieve high satisfaction within their limited pocket money.

Survey Topics - Overwhelming gifting rate: 96% of high school girls have given a gift to their mother. - Gap between budget and satisfaction: Even with 80% spending under 5,000 yen, mother's satisfaction exceeds 97%. - Surprising source of information: Despite the SNS era, 'in-store research' is #1. Quality is prioritized. - Hit genres: 'Beauty goods' and 'handwritten letters' are the top two. - Selection style: Over 60% decide 'alone.' Independent consumption trends are clear.

Over 90% have experience! 'Birthdays' and 'Mother's Day' are essential events for JK (high school girls). As a result of the survey, it was found that 96% have given a gift. The purposes are 'Birthday (46)' and 'Mother's Day (41),' making these two anniversaries the 'decisive days to express gratitude.'

Average budget is 1,000 to 3,000 yen. Smart choices that don't fail. 55% spend between 1,000 and 3,000 yen. While 80% spend under 5,000 yen, 76% of mothers were 'very happy,' and total satisfaction including 'happy' exceeded 97%. They research their mother's needs (beauty) or favorites to deliver value beyond the price.

Information gathering is a hybrid of digital and real. 'In-store research (26)' ranked first, surpassing TikTok (20) and Instagram (18). This highlights the Gen Z 'don't want to fail' practical purchasing behavior of checking quality with their own eyes.

Most appreciated: 'Beauty/Cosmetics' and 'Letters'. 'Cosmetics/Beauty goods (31)' were the most appreciated, followed by 'Fashion (24)' and 'Letters/Handmade items (22).' This 'practicality x emotion' is the winning pattern.

Over 60% choose 'alone.' 'Chose alone (64)' was the most common answer. This shows that the gift is an important communication tool in the close one-on-one relationship between mother and daughter.

Editorial Review: Potential of the 'JK Gift Market'. - Sales promotion hint: Develop 'easy-to-pick-up gift sets' priced at 1,000-3,000 yen. - Importance of in-store experience: Cute wrapping and in-store proposals are decisive. - SNS strategy: Propose stories like 'solving mom's problems' or 'items to accompany a letter.'

<Survey Overview> Name: Survey on 'Gifts for Mothers' by High School Girls Period: March 10 - March 13, 2026 Method: Questionnaire via 'Joshikosei Lab' official Instagram Stories Valid responses: 100 Organizer: With t Co., Ltd. 'Joshikosei Lab'

FACT BOX

Source: PR TIMES
Category: research

【Reiwa Era Filial Piety】Over 90% of High School Girls Give Mother's Day Gifts! Average Budget is Under 3,000 Yen.

⚡ Key Points

Information gathering is a hybrid of digital and real. 'In-store research (26)' ranked first, surpassing TikTok (20) and Instagram (18). This highlights the Gen Z 'don't want to fail' practical purchasing behavior of checking quality with their own eyes.

Most appreciated: 'Beauty/Cosmetics' and 'Letters'. 'Cosmetics/Beauty goods (31)' were the most appreciated, followed by 'Fashion (24)' and 'Letters/Handmade items (22).' This 'practicality x emotion' is the winning pattern.

Over 60% choose 'alone.' 'Chose alone (64)' was the most common answer. This shows that the gift is an important communication tool in the close one-on-one relationship between mother and daughter.

FACT BOX

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