2023
9
UK Mother’s Day Market Report 2023
2023-06-06T04:02:20+01:00
OX1156503
2195
163891
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Report
en_GB
“While the pressure on household finances is expected to ease a little by Mother’s Day 2024, value will still be a top priority when shopping for Mother’s Day gifts. With…

UK Mother’s Day Market Report 2023

£ 2,195 (Excl.Tax)

Description

Stay ahead of the curve and future-proof your business with Mintel’s UK Mother’s Day Market Report 2023. Our full report is packed with consumer-led market intelligence, the latest Mother’s Day retail trends and consumer behaviours affecting your industry.

Below, we’ve handpicked the key insights analysed in the full report and summarised the core topics.

Topics Analysed in this Report

  • The impact of the cost of living crisis on Mother’s Day 2023 and prospects for 2024.
  • The role of small and independent brands in the value equation when shopping for gifts.
  • Mother’s Day shopping behaviours and estimated consumer spending on Mother’s Day 2019-23.
  • Mother’s Day retail trends and innovations from key retailers.

Mother’s Day Market Outlook

The cost of living crisis has meant that in 2023, value was a top priority for gift buyers, which impacted Mother’s Day shopping behaviours. Many consumers adopted savvy tactics and waited to purchase until products were on promotion. These concerns were also evident when celebrating the event, many consumers choose to celebrate and cook at home instead of the traditional out-of-home spending at restaurants or takeaways.

  • Mother’s Day shopping behaviours: 61% of consumers bought Mother’s Day gifts on discount/promotion because of financial concerns.
  • Mother’s Day shopping behaviours: 79% of consumers agreed that making meals at home is a good alternative to dining out for Mother’s Day.

Mother’s Day Retail Trends and Opportunities

Gift-ready products help time and cost-conscious shoppers

Gift sets are ideal for cost-conscious and time-pressed shoppers as they offer accessible gifts that can be bought on impulse or saved for later use. Retailers in the Mother’s Day market can capitalise on the desire for gift sets by communicating the added value of saving the added costs of gift boxes, wrapping paper and in some cases greeting cards as many gift sets allow shoppers to write personalised messages on labels.

  • Mother’s Day retail trends: 57% of consumers agree that gift sets are good value for money.

Strongest interest for personalised Mother’s Day gifts

Personalisation is a common theme across multiple seasonal events when it comes to gifting as it helps customers make gifts even more memorable. It is also a way for brands and retailers to renew interest in popular Mother’s Day gifts as well as providing a chance for familiar products to be elevated and introduced into the mix. Most importantly, it can be a crucial way for retailers to add value to gifting ranges and provide customers with affordable ways to buy into the event.

  • Mother’s Day retail trends: 26% of consumers are interested in gifts that can be personalised.

To learn how to connect with your audience, purchase our full UK Mother’s Day Market Report 2023.  Discover lucrative innovation opportunities to help your business grow during times of financial uncertainty.

A Selection of Brands Discussed in the Mother’s Day Market

Yankee Candle, Avon, Natura Cosméticos, Lush, B&M, Poundland, Aldi, Cardfactory.

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Expert Insights from a Consumer Lifestyle Analyst

This report, written by Emily Viberg, a leading retail analyst, delivers in-depth commentary and analysis to highlight Mother’s Day retail trends and add expert context to the numbers.

While the pressure on household finances is expected to ease a little by Mother’s Day 2024, value will still be a top priority when shopping for Mother’s Day gifts. With the concept of ‘value’ evolving beyond cost, retailers have the opportunity to shape how this is communicated across gifting ranges and relevant services.”

Emily Viberg
Retail Analyst

Table of Contents

  1. Overview

    • Key issues covered in this Report
    • Products covered in this Report
  2. Executive Summary

    • The market
    • Mother’s Day spending falls amid cost-of-living crisis
      • Figure 1: Estimated consumer spending on Mother’s Day, 2019-23
    • In-home food and drink captures leading category
      • Figure 2: Estimated breakdown of spending on Mother’s Day, 2023
    • Consumers’ financial wellbeing has fallen from the highs of 2021
      • Figure 3: Household Financial Wellbeing Index, 2018-23
    • Elevating the at-home dining experience presents multiple opportunities
      • Figure 4: Attitudes towards home delivery and takeaway, 2022
    • Companies and brands
    • Advertising spend increases 21% in March 2023
      • Figure 5: Total above-the-line, online display and direct mail advertising expenditure by all retailers in March, 2019-23
    • Digital popular advertising channel
      • Figure 6: Recorded above-the-line, online display and direct mail total advertising expenditure by all retailers, by advertising method, March 2023
    • Sustainable Mother’s Day new product launches
      • Figure 7: Examples of sustainable Mother’s Day products, 2023
    • Gift-ready products help time and cost-conscious shoppers
      • Figure 8: Examples of Mother’s Day gift sets, 2023
    • Arena Flowers launches UK’s first Livestream Shopping shows
      • Figure 9: Arena Flowers livestreaming Mother’s Day event, 2023
    • The consumer
    • Mother’s Day gift purchasing remains stable despite cost-of-living crisis
      • Figure 10: Overall Mother’s Day gift buying, by channel, 2019-23
    • Smaller-ticket gifting drives in-store shopping
      • Figure 11: Gifts bought for Mother’s Day, 2023
    • Gift buyers cut back Mother’s Day spending in 2023
      • Figure 12: Average spent on Mother’s Day gifts, 2019-23
    • Strongest interest for personalised Mother’s Day gifts
      • Figure 13: Interests in innovative Mother’s Day gifts, 2023
    • Cost-of-living crisis takes a toll on gift buying and celebrations
      • Figure 14: The impact of the cost-of-living on Mother’s Day, 2023
    • Mother’s Day gift shopping is convenience-driven
      • Figure 15: Mother’s Day channel shopping behaviours, 2023
    • Pressure to get the right gift for Mother’s Day
      • Figure 16: Mother’s Day behaviours, 2023
  3. Issues and Insights

    • Mother’s Day in 2024
    • Take charge in shaping what ‘value’ will mean for gift shoppers in 2024
    • Gift sets provide a key opportunity for retailers to communicate ‘value’
    • Make gift shopping convenience-driven
    • The role of smaller retailers/brands in the value equation
    • How can bigger retailers champion local?
  4. Market Size and Performance

    • Mother’s Day spending falls amid cost-of-living crisis
      • Figure 17: Estimated consumer spending on Mother’s Day, 2019-23
    • In-home food the leading spending category
      • Figure 18: Estimated breakdown of spending on Mother’s Day in 2023
  5. Market Drivers

    • Inflation will continue to eat into consumer spending power over the course of 2023
    • High inflation and rising interest rates will compound the impact of the slowing recovery
    • Consumer spending power will be curbed
    • Consumers’ financial wellbeing has fallen from the highs of 2021…
      • Figure 19: Household Financial Wellbeing Index, 2018-23
    • …and most people are feeling the effects of price rises
    • Population trends
      • Figure 20: Breakdown of trend in the age structure of the UK population, 2020-30
      • Figure 21: Breakdown of trend in the age structure of the UK population, 2020-30
    • Key gifting categories impacted by cost-of-living crisis
    • Flower and houseplants purchasing dip amid cost-of-living crisis
      • Figure 22: Flower and houseplant purchasing levels, 2019-23
    • Importance of taste and gifting will support sales of chocolate confectionery
      • Figure 23: Attitudes towards chocolate, 2022
    • Elevating the at-home dining experience presents multiple opportunities
      • Figure 24: Attitudes towards home delivery and takeaway, 2022
  6. Mother’s Day New Product Launches and Innovation

    • Retailers launch special Mother’s Day experiences
    • Selfridges launches a host of pop-up experiences
    • M&S launches new afternoon tea service
      • Figure 25: M&S Mother’s Day afternoon service, 2023
    • Mother’s Day product launches focused on helping make celebrations indoors special
      • Figure 26: Examples of Mother’s Day products that tap into the wellbeing trend, 2023
    • Help make gift shopping seamless
    • Arena Flowers launches UK’s first Livestream Shopping shows
      • Figure 27: Arena Flowers livestreaming Mother’s Day event, 2023
    • Zulily & Busy Philipps launch new Mother’s Day text service
      • Figure 28: Zulily’s Mother’s Day text service, 2023
    • Gift-ready products help time- and cost-conscious shoppers
      • Figure 29: Examples of Mother’s Day gift sets, 2023
    • Ethical gifts that ‘keep on giving’
    • Bloom & Wild team up with charity Tommy’s
      • Figure 30: Bloom & Wild The Hope bouquet with Tommy’s, 2023
    • Sustainable Mother’s Day new product launches
      • Figure 31: Examples of sustainable Mother’s Day products, 2023
  7. Advertising and Market Activity

    • Advertising spend up 21% in March 2023
      • Figure 32: Total above-the-line, online display and direct mail advertising expenditure by all retailers in March, 2019-23
    • Amazon top ad spender in March 2023
      • Figure 33: Total above-the-line, online display and direct mail advertising expenditure by top 20 advertisers in March 2023
    • Digital popular advertising channel
      • Figure 34: Recorded above-the-line, online display and direct mail total advertising expenditure by all retailers, by advertising method in March 2023
    • Key campaigns
    • Lucchetti pays homage to mothers
    • Morrisons “Get The Hint” campaign
      • Figure 35: Morrisons “Get The Hint” Mother’s Day campaign, 2023
    • Very celebrates hectic family moments for Mother’s Day
    • Nielsen Ad Intel coverage
  8. Gifts Bought for Mother’s Day, 2023

    • Mother’s Day gift purchasing remains stable despite cost of living crisis
      • Figure 36: Overall Mother’s Day gift buying, by channel, 2019-23
    • Smaller-ticket gifting drives in-store shopping
      • Figure 37: Gifts bought for Mother’s Day, by channel, 2023
    • 16-34s shop across channels for all gifting categories
    • Retailers should promote gifts for all types of mother figures
      • Figure 38: Mother’s Day gift buying across gifting categories, by age, 2023
  9. Amount Spent on Mother’s Day Gifts, 2023

    • Gift buyers cut back Mother’s Day spending in 2023
      • Figure 39: Total average spending on Mother’s Day gifts, 2019-23
    • Most gift buyers spend under £25
      • Figure 40: Average spending on Mother’s Day gifts, by age group, 2023
    • The highest spenders on gifts are from higher-income households
      • Figure 41: Average spending on Mother’s Day gifts, by household income, 2023
  10. Cost-of-living Crisis and Mother’s Day Gift Buying

    • Cost of living crisis takes a toll on gift buying and celebrations
      • Figure 42: The impact of the cost of living crisis on Mother’s Day, 2023
    • Struggling gift shoppers are the most likely to buy gifts on discount
      • Figure 43: The impact of financial concerns on Mother’s Day gift buying, by financial situation, 2023
    • Higher-income households think in-home cooking is an affordable option to dining out
      • Figure 44: Attitudes towards in-home meals and Mother’s Day, by financial situation, 2023
  11. Mother’s Day Gift Shopping

    • Convenience critical for Mother’s Day gift shopping
    • Easy to locate gifting ranges are key
      • Figure 45: Mother’s Day channel shopping behaviours, 2023
    • Younger consumers more likely to look for unique gifts from small brands
      • Figure 46: Attitude towards Mother’s Day gifts from independent retailers, by age group, 2023
    • Make shopping for Mother’s Day gifts easy
      • Figure 47: Attitudes towards in-store Mother’s Day gift shopping, by financial situation, 2023
  12. Mother’s Day Behaviours, 2023

    • Pressure on to get it right for Mother’s Day
      • Figure 48: Mother’s Day behaviours, by resident parent of children aged under 16, 2023
    • Younger gift shoppers look to maximise gifts
      • Figure 49: Attitudes toward Mother’s Day gift sets, by age group, 2023
    • Meals at home popular across all demographics in current climate
      • Figure 50: Percentage of consumers who had a special meal at home for Mother’s Day, 2023
  13. Future Interests when Buying Mother’s Day Gifts

    • Strongest interest for personalised Mother’s Day gifts
    • Communicate value of gifting ranges through exclusive discounts for loyal members
      • Figure 51: Interest in innovative Mother’s Day gifts, 2023
    • Younger consumers crave gifts that are experiential
      • Figure 52: Interest in innovative Mother’s Day gifts, by age group, 2023
    • Help make gifts affordable for struggling gift shoppers
      • Figure 53: Interest in exclusive discounts on gifts for loyalty/reward scheme members, by financial situation, 2023
  14. Appendix – Data Sources, Abbreviations and Supporting Information

    • Abbreviations
    • Consumer research methodology

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