Stay ahead of the curve and future-proof your business with Mintel’s UK Mother’s Day Market Report 2024. Our full report is packed with consumer-led market intelligence, the latest Mother’s Day retail trends, market research, and consumer behaviours affecting your business. Get a 360° view of the retail sector and forecasted growth to help you align your business strategy with the needs of your audience.
Below, we’ve handpicked the key insights analysed in the full report and summarised the core topics.
Topics Analysed in this Report
- Estimated spending on Mother’s Day between 2020 and 2024.
- Products purchased as gifts for Mother’s Day 2024.
- Mother’s Day shopping behaviour including channels used to shop, pre-planning and AI use for gift inspiration.
- Factors that contribute to an ideal Mother’s Day.
- Mother’s day retail trends, innovations and new product launches for Mother’s Day 2024.
- The outlook for Mother’s Day 2025 and the future of Mother’s Day gifting.
Mother’s Day Consumer Behaviour and Outlook
Mother’s Day 2024 spending surpassed year-on-year spend by 4.4%, driven by an increase in participation with six in ten consumers purchasing into Mother’s Day. The personal nature of the event ensured stable gifting demand, with a large majority of consumers agreeing that Mother’s Day is a good excuse to celebrate with loved ones, further fuelled by people’s guilt about forgetting the day.
- Mother’s day shopping behaviour: Mother’s Day 2024 spending reached an estimated £1.6 billion.
- Mother’s day consumer beahviour: 68% of Brits say that Mother’s Day is a good excuse to celebrate with loved ones.
Mother’s Day Retail Trends and Opportunities for Retailers
Looking ahead to 2025, improved confidence is likely to see a portion of spending on Mother’s Day celebrations shift toward out-of-home venues, challenging gifting and in-home dining demand. To adapt, retailers must innovate in their gifting strategies to offer products that can rival the excitement of out-of-home celebrations. With almost have of Brits favouring an experience over physical gifts for Mother’s Day, the emphasis should shift towards gifts that can create memorable moments. Leveraging AI technology can play a pivotal role in this shift, offering new and immersive ways to deepen emotional connections to create shared experiences with loved ones.
To stay competitive on in-home dining demand, retailers must become the go-to source of inspiration for home-cooked meals. Utilising recipes as a tool for both educational and promotional purposes will be key in achieving this and reinforces the importance of thoughtful, experience-led celebrating.
- Mother’s day consumer behaviour: 46% of consumers favour an experience over physical gifts for Mother’s Day.
Readers of this report may also be interested in our UK Travel Money Market Report 2024, or our range of Seasonal Holidays Market Research.
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Meet the Expert
Emily Viberg is an experienced Retail analyst specialising in writing Mintel’s seasonal shopping and gifting reports.
Affordable gifting was the focus for Mother’s Day 2024. Retailers encouraged early planning to secure the best price on gifts, helping customers with their goal of getting value without sacrificing sentiment.
Emily Viberg
Retail analyst
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Executive Summary
- Key issues covered in this Report
- Overview
- Opportunities for Mother’s Day 2025
- The outlook for Mother’s Day 2025 is promising but not without challenges
- Empower young home cooks with quick and high-quality in-home meals
- Unlock the future of Mother’s Day gifts by leveraging technology
- Market dynamics and outlook
- The outlook for Mother’s Day 2025 set to be promising as confidence improves
- Graph 1: estimated spending on Mother’s Day, 2020-2024
- Inflation is still the key factor affecting consumers’ finances
- Graph 2: CPI inflation rate, 2021-24
- Consumer sentiment: the recovery is continuing
- Graph 3: the financial wellbeing index, 2016-24
- What consumers want and why
- Mother’s Day gift purchasing surpasses pre-pandemic levels
- Graph 4: Mother’s Day gift purchasing, 2020-2024
- Stores capture smaller-ticket gifting categories in 2024
- Graph 5: gifts purchased for Mother’s Day, 2024
- Retail spending on Mother’s Day gifts set to be more challenged in 2025
- Mother’s Day is a chance to pay tribute to loved ones
- Graph 6: consumer attitudes about Mother’s Day, 2024
- The hunt for the best price helped fuel a more planned approach to Mother’s Day gift shopping in 2024
- Graph 7: Mother’s Day gift shopping behaviours, 2024
- Recipes can help elevate Mother’s Day meals at home
- Graph 8: Mother’s Day in-home dining behaviours, 2024
- Celebrating with loved ones makes for an ideal Mother’s Day
- Graph 9: what makes an ideal Mother’s Day, 2024
- Retailer activity
- Iceland bans mums from its stores
- Total advertising for March 2024 drops 4%
- Graph 10: total above-the-line, online display and direct mail advertising expenditure by all retailers in March, 2020-24
- Amazon launches playful Mother’s Day comedy sketch with comedian Richard Frank
- Tommy’s ‘We See A Mum’ campaign in 2024
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Market Dynamics
- Market size
- Spending on Mother’s Day 2024 helped by improved confidence
- The outlook for Mother’s Day 2025 set to be promising as confidence improves
- Middle income earners expected to boost spending on Mother’s Day gifts in 2025 as confidence grows
- Younger generations set to continue to drive spending on Mother’s Day 2025
- In-home food and drink captures 29.2% of Mother’s Day spending in 2024
- Make cooking for Mother’s Day interactive with DIY elements adding an extra personal touch
- Elevate smaller-ticket gifting categories with complimentary experiences
- Macro-economic factors
- Inflation is still the key factor affecting consumers’ finances
- Graph 11: CPI inflation rate, 2021-24
- Food and drink prices still top the list of consumer concerns
- Graph 12: “Have you been affected by any of these issues over the last two months? Please select all that apply”, 2024
- Consumer sentiment: the recovery is continuing…
- Graph 13: the financial wellbeing index, 2016-24
- …and people feel more confident about their financial prospects
- Graph 14: the financial confidence index, 2016-24
- Flowers remain a key gifting category with scope for retailers to elevate
- Graph 15: purchasing levels of cut flowers and houseplants, 2019/20-2023/24
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What Consumers Want and Why
- Mother’s Day 2024 gift purchasing
- Mother’s Day gift purchasing surpasses pre-pandemic levels
- Graph 16: Mother’s Day gift purchasing, 2019-2024
- Engagement from 16-34s remains stable in 2024
- Graph 17: Mother’s Day gift buying, by age, 2023-2024
- Mother’s Day gift purchasing boosted by higher earners
- Graph 18: Mother’s Day gift buying, by income group, 2023-2024
- Budget-friendly gifts remain crucial for Mother’s Day 2024
- Affordable gifting to remain a focus for shoppers in 2025
- Products purchased and channels shopped for Mother’s Day 2024
- Stores remain the preferred channel for Mother’s Day gift shopping in 2024
- Graph 19: how they bought Mother’s Day gifts, in-store or online, 2020-2024
- Make gift shopping in store part of the gift itself
- Males 16-24s are keen store gift shoppers
- Leverage AI technology to increase engagement from male shoppers in store
- Having children in the household boosts preference for gift shopping in store
- Graph 20: how they shopped for Mother’s Day gifts, by presence of children in the household, 2024
- Gifting trends remain stable year-on-year
- Graph 21: type of gifts bought for Mother’s Day, 2022-2024
- Elevate popular Mother’s Day gifts in store
- Attitudes to Mother’s Day
- Consumer guilt about forgetting ensures engagement
- Mother’s Day is a chance to pay tribute to loved ones
- Tap into the guilt of forgetting about Mother’s Day
- Retailers were proactive in making sure shoppers could plan ahead for Mother’s Day in 2024
- Although timely reminders help shoppers plan ahead-for some it is a painful reminder of lost loved ones
- Bloom & Wild continue their thoughtful approach to Mother’s Day marketing
- Retailers can lend a helping hand to those struggling emotionally with Mother’s Day on a service and gifting level
- Families take the opportunity to spend quality time together at Mother’s Day
- Tesco’s Mother’s Day 2024 range promotes family time
- 16-34s value experiences as a Mother’s Day gift
- 16-34s to drive demand for experience-led gifting
- Retailers promote gift cards with experiences for Mother’s Day 2024
- Mother’s Day 2024 gift shopping behaviours
- Savvy shopping behaviours remain heightened for Mother’s Day 2024
- The hunt for the best price helped fuel a more planned approach to Mother’s Day gifting in 2024
- A majority planned ahead to get the best price a behaviour likely to continue in 2025
- Retailers need to lend a helping hand to distressed shoppers too
- Half of 16-34s made use of loyalty/reward schemes when gift shopping for Mother’s Day
- Graph 22: “I joined a loyalty/reward scheme to save on Mother’s Day gifts this year”, by age, 2024
- Elevate loyalty schemes to enhance the gift shopping experience
- Leverage AI to make gifting inspiration interactive and consumer-led
- AI tools removes stress from gift shopping for fathers
- Beauty retailers leverage technology to help shoppers find the perfect gift match
- Mother’s Day in-home dining behaviours
- Four-in-ten had a special meal at home for Mother’s Day 2024
- Recipes can help elevate Mother’s Day meals at home
- Recipe suggestions should help make cooking for Mother’s Day a family-orientated activity
- Graph 23: “I would use a recipe suggestion from a retailer to make a special meal for Mother’s Day”, by children in household, 2024
- Make in-home meals luxurious for higher earners
- Graph 24: “I had a special meal at home for Mother’s Day this year”, by household income, 2024
- Côte launches at-home Mother’s Day menu in 2024
- Younger Millennials utilise recipes for cooking a special Mother’s Day meal
- Make recipes interactive and exciting for younger millennials
- The ideal Mother’s Day
- Celebrating with loved ones makes for an ideal Mother’s Day
- Graph 25: what makes an ideal Mother’s Day, 2024
- Make cooking for single-parent households fuss-free
- Adapt in-home dining options for single-parent households
- Aldi and Asda’s easy to prep and cook Mother’s Day meal ideas
- Mother’s value homemade gifts from loved ones
- Morrisons handmade touches to Mother’s Day gifts
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Retailer Activity
- Launch activity and new product innovations
- Iceland bans mums from its stores
- Dobbies launched Mother’s Day Afternoon Tea experience
- Mother’s Day new product launches focused on sustainable gifts with a luxurious feel
- Next launches first Mother’s Day beauty box
- M&S launches spa-themed gifts for Mother’s Day 2024
- Moonpig launches a bouquet with a competitive angle
- Advertising and marketing activity
- Total advertising for March 2024 drops 4%
- Graph 26: total above-the-line, online display and direct mail advertising expenditure by all retailers in March, 2020-24
- TV captures 38.7% of total advertising spend in March 2024
- Graph 27: recorded above-the-line, online display and direct mail total advertising expenditure by all retailers, by advertising method in March 2024
- Amazon leading advertiser in March 2024
- Graph 28: total above-the-line, online display and direct mail advertising expenditure by top advertisers in March 2024
- Amazon launches playful Mother’s Day comedy sketch with comedian Richard Frank
- Funky Pigeon’s TV campaign for Mother’s Day
- Moonpig targets rival Card Factory in OOH Mother’s Day campaign
- Tommy’s ‘We See A Mum’ campaign in 2024
- Morrisons Drop the Hint campaign for Mother’s Day 2024
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Appendix
- Report scope and definitions
- Data sources
- Abbreviations and terms
- Methodology
- Consumer research methodology
- Nielsen Ad Intel coverage
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