Australian retailer Big W is treating thousands of mums across Australia with free gifts from its new Autumn/Winter 2026 home and clothing collection.
As part of the national drive, the low-price department store will roll out a Big W themed ‘Treat Truck’, which looks similar to an ice cream van, across Sydney this weekend.
Big W stores nationwide will also be treating over 2,500 lucky mums with selected gifts from a curated menu.
The initiative comes in response to new research commissioned by Big W that revealed mums are four times less likely to treat themselves than their kids, and 1 in 5 (22 per cent) rarely treat themselves at all.
Big W tapped TV and internet personality Jules Robinson to host the Treat Truck initiative, which is set to hit Luna Park on Saturday morning and Centennial Park on Saturday afternoon. The truck will also showcase the new AW 2026 collection.
Robinson said the research Big W commissioned, and conducted by Pure Profile, 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 said. “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.”
Even though treating their kids brings them happiness (67 per cent) and joy (66 per cent), the research highlighted that mums don’t always extend that permission to themselves. Almost 70 per cent feel guilty when they do treat themselves, and 87 per cent say they have given up a treat for themselves so their child could have a treat instead.
The data also shows more than half of mums spend less than $20 on a treat for themselves, with Big W responding by ensuring a majority of its new womenswear range is selling for $20 or less.
The Treat Truck will be at Luna park from 10am to 1pm on February 21, and will then head to Centennial park from 3pm to 4:30pm.
Big W stores nationwide will also be offering lucky mums with selected free gifts from the Treat Menu this weekend.
As of June 30, 2025, Big W operated 179 stores across Australia. The low-price retailer reported a sales increase in the first quarter of FY26 by 1 per cent, which includes its new marketplace offering, with its parent company Woolworths Group reporting a more favourable sales mix and an improved performance in clothing.
Excluding the marketplace, Big W sales lifted just 0.4 per cent in the first quarter.