United Kingdom (UK) Mothers Day 2022 – Analyzing Market, Trends, Consumer Attitudes and Major Players

Pages: 105 Published: April 20, 2022 Report Code: GDCS220017OC

Mother’s Day shopper penetration rose significantly in 2022. More consumers were eager to take part in 2022 given that they were advised to avoid social contact in the previous two years amidst COVID concerns. Yet, with the occasion preceding one of the largest increases in the cost of living in decades, consumers have shopped more cautiously, with impulse purchases down overall in all categories.

The United Kingdom (UK) Mother’s Day retail occasions market report offers a comprehensive insight into the consumer dynamics and spending habits of UK consumers for Mother’s Day. The report analyses the major players, the main trends, and consumer attitudes.

What are the key trends in the UK Mother’s Day market?

While consumers took a more cautious approach to shopping this Mother’s Day, the cost of living has yet to impact spending. Nevertheless, occasions such as Father’s Day are expected to be affected more, especially given that Father’s Day penetration is typically lower, and this event will occur during the potential height of inflation in the UK.

Despite all physical shops being open this Mother’s Day, online has remained resilient as more consumers have become accustomed to shopping online during the pandemic. Furthermore, with COVID-19 cases rising rapidly across the country in the weeks before Mother’s Day 2022, many consumers may have utilized the online channel to remain away from crowded stores.

Tesco was rated highly for range and price once again this year and consumers also rated the grocer highly for interesting products this Mother’s Day. Tesco did well in gifting categories like clothing, homewares, and flowers & plants.

What are the key segments in the UK Mother’s Day market?

The key segments in the UK Mother’s Day market are food & drink, gifts, and cards & gift wrap.

Food & drink

This segment is further divided into nine categories: cakes, chocolates & biscuits, meat & meat-free alternatives, fruit & vegetables, alcoholic drinks, breakfast food, non-alcoholic drinks, fish, delicatessen products, and ready meals & meal deals. Tesco was the most preferred retailer for purchasing food & drink items followed by ASDA and Sainsbury’s. The top 3 preferred stores for purchasing food & drink items were supermarkets, convenience store retailers, and department stores. Moreover, the most preferred device for purchasing food & drink items was mobile followed by laptop/desktop and tablets.

Gifts

This segment is further divided into fifteen categories: food & drink gifts, flowers & plants, fine jewelry & watches, clothing, homewares, health & beauty, accessories & footwear, books, entertainment, vouchers & money, experience, stationery, electricals, DIY & gardening gifts, and sports. Tesco was the most preferred retailer for purchasing gifts followed by ASDA and Sainsbury’s. Supermarkets were the most preferred store type for purchasing gifts followed by convenience store retailers, and department stores. Moreover, the most preferred device for purchasing gifts was mobile followed by laptops/desktops and tablets.

Cards & gift wrap

This segment is further divided into two categories: cards and gift wrap & accessories. Card Factory was the most preferred retailer for purchasing cards & gift wrap followed by Tesco and ASDA. Supermarkets were the most preferred store type for purchasing cards & gift wrap followed by convenience store retailers and value & discount retailers. Furthermore, devices like mobile, laptops/desktops, and tablets were used for purchasing them.

UK Mother’s Day Market Analysis by Segments

UK Mother’s Day Market Analysis by Segments

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Market report scope

Key segments Food & Drink, Gifts, and Cards & Gift Wrap.

Scope

  • The percentage of consumers making impulse purchases declined across all categories.
  • Mobile became the most-used channel when shopping for Mother’s Day gifts online.
  • As a result of cutting back on non-essential spending, personalization declined across all gifting categories.
  • Retail spending declined but spending on leisure increased in 2022 as a lack of COVID restrictions meant consumers were able to go out to celebrate.

Reasons to Buy

  • Identify the key retailers used by consumers to purchase products for Mother’s Day across various categories, and what drives consumers to shop with these retailers
  • Understand the key drivers that consumers rate as the most important when choosing which retailers to shop for across different product categories, and which ones need to be improved on by retailers to boost appeal to Mother’s Day shoppers
  • Identify the different channels used by consumers to purchase and browse for Mother’s Day products, and how consumers’ use of the online channel to browse, and purchase differs across product categories.
  • Identify the most popular products purchased for Mother’s Day in 2022, and how this is changing to plan for 2023 Mother’s Day product ranges.

Key Players

Accessorize
Aldi
Amazon
Apple
Argos
ASDA
ASOS
B&M
B&Q
Bloom & Wild
Boots
Card Factory
Clintons
Co-op
Debenhams
Dunelm
Euronics
Flying Tiger Copenhagen
Funkypigeon
GAME
H&M
H. Samuel
Halfords
HMV
Hobbycraft
Home Bargains
IKEA
Interflora
John Lewis & Partners
Lidl
Littlewoods
Local florist
Local garden centre
Lush
Marks & Spencer
Moonpig
Morrisons
Naked Wines
Net-A-Porter
Next
Nike
Oliver Bonas
Pandora
Poundland
Poundstretcher
Primark
Ribble Cycles
River Island
Robert Dyas
Sainsbury's
Selfridges
Shoe Zone
Swarovski
Ted Baker
Tesco
The Body Shop
The Perfume Shop
The Range
The Wordery
The Works
Tiffany & Co
TK Maxx
Very
Waitrose & Partners
Warren James
Waterstones
WH Smith
Wickes
Wilko
Zara
Zavvi

Table of Contents

Table of Contents

THE KEY FINDINGS

Device usage for Mother’s Day purchases, 2019 to 2022

The Key Findings

Looming cost of living increases encouraged consumers to be cautious, but spend is yet to be hit

Online remains resilient as consumers seek convenience, with mobile the most used device for the first time

Tesco’s focus on homewares and clothing bears fruit as the grocer remains a destination for gifting

Card Factory usage remains below pre pandemic levels but benefits from consumers looking for value for money when purchasing cards & gift wrap

Trend insight – stores

Trend insight – online

CONSUMER ATTITUDES

Participation dynamics

Buying dynamics

Financial wellbeing

Mother’s Day spending

Financial spending

Who shopper’s bought for

Mother’s Day activities

Meal choices

Takeaway cuisines

Dining in choices

Mother’s Day statements

Retailer selection

Retailer ratings – grocers

Retailer ratings – non-food Retailers

FOOD & DRINK

Buying dynamics – food & drink overall

Retailers used

Retailer selection

Buying dynamics (Consumers switching main Retailer)

Retailer used (Consumers switched to)

Channel usage

Store type

Device usage

Fulfilment

Spending

Buying dynamics (Categories)

Planned/impulse

GIFTS

Buying dynamics – gifts overall

Retailers used

Retailer selection

Channel usage

Store type

Device usage

Fulfilment

Spending

Buying dynamics (Categories)

Planned/impulse

Personalisation

CARDS & GIFT WRAP

Buying dynamics – cards & gift wrap overall

Retailers used

Retailer selection

Channel usage

Store type

Device usage

Fulfilment

Spending

Buying dynamics (Categories)

Planned/impulse

Personalisation

Digital cards

METHODOLOGY

Technical details: consumer survey work

List of Tables

List of Tables

Retailer ratings across key measures – grocers, 2022

Retailer ratings across key measures – non-food retailers, 2022

Percentage point change, retailers shopped at for food & drink, 2021-2022

Percentage point change, retailers most shopped at for food & drink, 2021-2022

Products purchased, cakes chocolates & biscuits, 2022 & 2021

Products purchased, meat & meat-free alternatives, 2022 & 2021

Products purchased, fruit & vegetables, 2022 & 2021

Products purchased, alcoholic drinks, 2022 & 2021

Products purchased, breakfast food, 2022 & 2021

Products purchased, non-alcoholic drinks, 2022 & 2021

Products purchased, fish, 2022 & 2021

Products purchased, delicatessen products, 2022 & 2021

Products purchased, ready meals & meal deals, 2022 & 2021

Percentage point change retailers shopped at for gifts, 2021-2022

Products purchased, food & drink gifts, 2022 & 2021

Retailers used, food & drink gifts, 2022 & 2021

Products purchased, flowers & plants, 2022 & 2021

Retailers used, flowers & plants, 2022 & 2021

Products purchased, fine jewellery & watches, 2022 & 2021

Retailers used, fine jewellery & watches, 2022 & 2021

Products purchased, clothing, 2022 & 2021

Retailers used, clothing, 2022 & 2021

Products purchased, homewares, 2022 & 2021

Retailers used, homewares, 2022 & 2021

Products purchased, health & beauty, 2022 & 2021

Retailers used, health & beauty, 2022 & 2021

Products purchased, accessories & footwear, 2022 & 2021

Retailers used, accessories & footwear, 2022 & 2021

Products purchased, books, 2022 & 2021

Retailers used, books, 2022 & 2021

Products purchased, entertainment, 2022 & 2021

Retailers used, entertainment, 2022 & 2021

Products purchased, vouchers & money, 2022 & 2021

Retailers used, vouchers & money, 2022 & 2021

Products purchased, experience, 2022 & 2021

Retailers used, experience, 2022 & 2021

Products purchased, stationery, 2022 & 2021

Retailers used, stationery, 2022 & 2021

Products purchased, electricals, 2022 & 2021

Retailers used, electricals, 2022 & 2021

Products purchased, DIY & gardening gifts, 2022 & 2021

Retailers used, DIY & gardening gifts, 2022 & 2021

Products purchased, sports, 2022 & 2021

Retailers used, sports, 2022 & 2021

Percentage point change Retailers shopped at for cards & gift wrap, 2021-2022

Products purchased, cards, 2022 & 2021

Retailers used, cards, 2022 & 2021

Products purchased, gift wrap & accessories, 2022 & 2021

Retailers used, gift wrap & accessories, 2022 & 2021

List of Figures

List of Figures

Device usage for Mother’s Day purchases, 2019, 2020, 2021 & 2022

Mother’s Day participation penetration (by demographic and region), 2022

Mother’s Day shopper penetration (by demographic and region), 2022, 2021 & 2020

Mother’s Day shopper profile (by demographic and region), 2022

Mother’s Day retail penetration (by demographic and region), 2022, 2021 & 2020

Mother’s Day leisure penetration (by demographic and region), 2022, 2021 & 2020

Financial wellbeing compared to last year, 2022 & 2021

How consumers Mother’s Day spending compared to last year, 2022 & 2021

How consumers financed Mother’s Day spending, 2022 & 2021

Mother’s Day spending on retail and leisure, 2022 & 2021

Who did you spend money on for Mother’s Day, 2022 & 2021

Mother’s Day activities undertaken, 2022

Mother’s Day meal choices, 2022

Mother’s Day takeaway cuisines, 2022 & 2021

Mother’s Day dining in choices, 2022 & 2021

Agreement & disagreement statements about Mother’s Day, 2022, and change on 2021

Success of retailers at promoting or communicating Mother’s Day deals, 2022, and change on 2021

Overall food & drink penetration 2022 (by demographic) and 2021, 2020 penetration

Retailers shopped at for food & drink, 2022 & 2021

Retailers most shopped at for food & drink, 2022 & 2021

Drivers of food & drink retailer selection, 2022, and change on 2021

Consumers switching from their usual main retailer 2022 (by demographic)

Retailers consumers switched to, 2022

Consumers using each channel for food & drink, 2022

Consumers using each physical store type for food & drink, 2022

Consumers using each device for food & drink purchases, 2022

Consumers using each fulfilment option for food & drink, 2022 & 2021

Mother’s Day food & drink average spend, 2022 & change on 2021

Cakes, chocolates & biscuits 2022 (by demographic) and 2021, 2020 penetration

Meat & meat-free alternatives 2022 (by demographic) and 2021, 2020 penetration

Fruit & vegetables 2022 (by demographic) and 2021, 2020 penetration

Alcoholic drinks 2022 (by demographic) and 2021, 2020 penetration

Breakfast food 2022 (by demographic) and 2021, 2020 penetration

Non-alcoholic drinks 2022 (by demographic) and 2021, 2020 penetration

Fish 2022 (by demographic) and 2021, 2020 penetration

Delicatessen products 2022 (by demographic) and 2021, 2020 penetration

Ready meals & meal deals 2022 (by demographic) and 2021, 2020 penetration

Overall food & drink planned/impulse purchases, and by category, 2022 & 2021

Overall gifts penetration 2022 (by demographic) and 2021, 2020 penetration

Retailers shopped at for gifts, 2022 & 2021

Drivers of gifts retailer selection, 2022, and change on 2021

Consumers using each channel for gifts, 2022

Consumers using each physical store type for gifts, 2022

Consumers using each device for gifts purchases, 2022

Consumers using each fulfilment option for gifts, 2022 & 2021

Mother’s Day gifts average spend, 2022 & change on 2021

Food & drink gifts 2022 (by demographic) and 2021, 2020 penetration

Flowers & plants 2022 (by demographic) and 2021, 2020 penetration

Fine jewellery & watches 2022 (by demographic) and 2021, 2020 penetration

Clothing 2022 (by demographic) and 2021, 2020 penetration

Homewares 2022 (by demographic) and 2021, 2020 penetration

Health & beauty drinks 2022 (by demographic) and 2021, 2020 penetration

Accessories & footwear 2022 (by demographic) and 2021, 2020 penetration

Books 2022 (by demographic) and 2021, 2020 penetration

Entertainment 2022 (by demographic) and 2021, 2020 penetration

Vouchers & money 2022 (by demographic) and 2021, 2020 penetration

Experience 2022 (by demographic) and 2021, 2020 penetration

Stationery 2022 (by demographic) and 2021, 2020 penetration

Electricals 2022 (by demographic) and 2021, 2020 penetration

DIY & gardening gifts 2022 (by demographic) and 2021, 2020 penetration

Sports 2022 (by demographic) and 2021, 2020 penetration

Overall gifts planned/impulse purchases, and by category, 2022 & 2021

Overall gifts personalisation, and by category, 2022 & 2021

Overall cards & gift wrap penetration 2022 (by demographic) and 2021, 2020 penetration

Retailers shopped at for cards & gift wrap, 2022 & 2021

Drivers of cards & gift wrap retailer selection, 2022, and change on 2021

Consumers using each channel for cards & gift wrap, 2022

Consumers using each physical store type for cards & gift wrap, 2022

Consumers using each device for cards & gift wrap purchases, 2022

Consumers using each fulfilment option for cards & gift wrap, 2022 & 2021

Mother’s Day cards & gift wrap average spend, 2022 & change on 2021

Cards 2022 (by demographic) and 2021, 2020 penetration

Gift wrap & accessories 2022 (by demographic) and 2021, 2020 penetration

Overall cards & gift wrap planned/impulse purchases, and by category, 2022 & 2021

Overall cards & gift wrap personalisation, 2022 & 2021

Importance of card personalisation, 2022 & 2021

Reasons for sending a digital card for Mother’s Day, 2022

Frequently Asked Questions

The key segments of the UK Mother’s Day market are food & drink, gifts, and cards & gift wrap.

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