The Treat Truck hits the streets with BIG W’s Style Consultant Jules Robinson, while stores step in to treat mums nationally
Sydney, Wednesday 18 February 2026 - To celebrate the launch of its new Autumn/Winter 2026 Home and Clothing collection, BIG W is treating thousands of mums across Australia to free gifts from the new range.
The initiative comes in response to new research from BIG W revealing a national ‘Treat Gap’ in Aussie households, with mums four times less likely to treat themselves than their kids, and 1 in 5 (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 2,500 lucky mums with selected gifts from the Treat Menu.
Each gift is linked to the relatable experiences mums face every day, as revealed in the research:
Tea Cups - for the 100+ 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 mums encounter
Style Consultant Jules Robinson will help bring the Treat Truck experience to life, appearing with the Treat Truck at 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.
Jules Robinson, BIG W Style Consultant, said: “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. 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%) and joy (66%), the research highlights that mums don’t always extend that permission to themselves – almost 70% feel guilty when they do treat themselves, and 87% 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. BIG W’s new Autumn/Winter collection offers a range of affordable and stylish options that can help make even small moments feel like a treat, with 75% of womenswear available for $20 or less, and 70% of decor and tabletop products available for $15 or less.
The Treat Truck will be roaming Sydney on Wednesday 18 and Saturday 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 from 10am-1pm on Saturday 21 February, where Jules Robinson will be making an appearance to help treat mums. The Treat Truck will also be handing out treats for mums at Centennial Park from 3 - 4:30pm.
BIG W stores nationwide will also be surprising some lucky mums with selected free gifts from the Treat Menu this weekend.
Treats at the Treat Truck and in-stores are limited and while stocks last. For more information and full T&Cs visit BIG W Treats For Mums.
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Notes to editors:
While the initiative is designed to recognise and treat mums for all they do for others, any adult who visits the Treat Truck or a BIG W store on 21 February can collect a treat on behalf of a mum or caregiver, while stocks last.
Treat Truck roaming locations:
Wednesday 18 February:
Sydney’s Inner West from 3pm
Saturday 21 February:
Luna Park Entrance from 10am to 1pm
Centennial Park (Southwest Paddock opposite McKay Oval) from 3pm to 4:30pm
Research methodology: The research was commissioned by BIG W and conducted by Pure Profile in January 2026, surveying 1010 Australian mums nationwide.
Key Treat Gap findings:
On average, mums treat themselves four times less than they treat their kids
1 in 5 (22%) mums rarely treat themselves
Almost 70% of mums feel guilty when they treat themselves
87% have given up a treat for themselves so their child could have one instead
Kids are also treated by grandparents (65%), the other parent (59%) and aunties and uncles (32%)
57% of mums spend less than $20 when they treat themselves
58% say they are constantly doing hidden tasks no one acknowledges
What mums really want:
59% want alone time without interruptions
48% want to do something just for themselves
42% want guilt free money to spend on themselves
44% say treating their kids brings them just as much joy as treating themselves
About BIG W
BIG W is one of Australia’s most loved brands and has been part of our families for over 40 years. At BIG W, we put our customers at the heart of everything we do across our network of 179 stores nationally. We sell exclusive BIG W brands that are simply great quality at low prices as well as feature leading international brands. Our customers can choose everything for their kids, home, themselves, for leisure and for their everyday life.