BIG W is celebrating the launch of its new autumn/winter home and clothing collection, treating “thousands” of mums across Australia to free gifts from the new range. 

The initiative comes in response to new research from the retailer revealing a national ‘treat gap’ in Australians households, with mums four times less likely to treat themselves than their kids, and one in five (22%) rarely treating themselves at all. 

Mums around Sydney will be treated by the BIG W Treat Truck, a re-imagined kids’ ice cream van, complete with its own ‘treat menu’. BIG W stores nationwide will also be treating over 2500 lucky mums with selected gifts from the treat menu. 

Each gift is said to be linked to the relatable experiences mums face every day, as revealed in the research:

• Teacups for the 100-plus unfinished cuppas mums leave each year while caring for others. 
• Handbags for mum’s things only, instead of the four kid essential items she carries around on average. 
• Jewellery boxes for the 54 personal items misplaced each year due to household chaos.
• Earrings for the nearly 100 times per week her ears hear the word ‘mum’
• Scented candles for a moment of me-time, safe from the unpleasant household smells 85% of surveyed mums encounter.

Delivering the goods

BIG W Style Consultant and television personality Jules Robinson will help bring the Treat Truck experience to life.

She’ll appear with the truck at Sydney’s Luna Park where mums can get an early look at a selection of products from the new autumn/winter collection which features “thousands of new and on trend” pieces of clothing, accessories, bedding, dining and decor to help customers bring the latest seasonal trends to their wardrobe and homes for less. This value is important as BIG W’s data shows more than half of mums spend less than $20 on a treat for themselves.

Ms Robinson says the research really hit home because it reflects what so many mums live every day.

“We give so much of ourselves to everyone around us, often without even thinking twice, and somewhere in that juggle we can forget about ourselves,” she says. 

“I love that BIG W is encouraging mums to take a moment to treat themselves, whether it’s something to wear that makes you feel confident or a piece for your home that brings a little joy. Those small things matter more than we realise.”

The Treat Truck will be roaming Sydney on 18 and 21 February, with a series of stops to “surprise and delight” mums. 

Customers will get the chance to browse some of the new collection at the Treat Truck’s Luna Park stop between 10am and 1pm on 21 February, where Ms Robinson will be making an appearance to help treat mums. The Treat Truck will also be handing out treats for mums at Centennial Park between 3pm and 4:30pm.

BIG W stores nationwide will also be surprising some mums with selected free gifts from the treat menu this weekend.