United Kingdom (UK) Mother’s Day Market Analysis, Trends, Consumer Attitudes, Buying Dynamics and Key Players, 2023 Update

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UK Mother’s Day Retail Market Report Overview

Retail penetration for Mother’s Day rose in 2023. However, it was much below the pre-pandemic levels affected by the cost-of-living crisis. Despite over 60% of consumers in the UK feeling financially worse off in 2023, the spend on Mother’s Day celebration has not been compromised. Consumers have viewed spending on this occasion as an essential, rather than a potential area to cut back on.

As spending on gifts rose this Mother’s Day, driven by inflation in the market, consumers have allocated more of their budget to ensure that they bought a substantial gift, purchasing cheaper items but buying more of them for the recipient.  Mother’s Day gifting penetration, as consumers allocate more of their income to gifts for this occasion. Despite taking a hit during the pandemic, experience gifts have now exceeded pre-pandemic popularity. Therefore, retailers must ensure they promote options such as vouchers and package deals for experiences like Afternoon Tea by putting these gift options at the front of the store to retain consumers.

The UK Mother’s Day retail market research 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.

Key Segments Food & Drink, Gifts, Cards & Gift Wraps

UK Mother’s Day Trends Insights

Companies are innovating their in-store marketing strategies. For instance, Sainsbury’s Mother’s Day display featured various homeware items, such as candles and mugs, as well as food & drink gifts such as confectionary and alcohol. The grocer also had cookbooks and decorations on sale to appeal to shoppers hosting at home, offering consumers a cheaper alternative to dining out.

Even online sales for Mother’s Day celebrations in the UK have witnessed a surge with major players strengthening their online marketing initiatives. For instance, Marks & Spencer’s online Mother’s Day lineup featured a ‘Top 10’ gift ideas page, with suggestions ranging from cashmere jumpers to flower planters. The retailer also offered a letterbox gift, delivering afternoon tea straight to the recipient’s door, as an alternative to a flower delivery for those who could not be with their mother on the day. Marks & Spencer also had a highly successful sell-out ‘Mums The Word’ luxury beauty gift box, which offered a value beauty gift for consumers, retailing for £25 with a product value of £110.

For more UK Mother’s Day Trends Insights, download a free sample report

UK Mother’s Day Retail Market Segments

The key segments in the UK Mother’s Day retail market are food & drink, gifts, and cards & gift wraps. In 2023, the gifts segment accounted for the largest UK Mother’s Day retail market share.

Gifts: The gifts segment spending is further categorized into fine jewellery & watches, electricals, clothing, experience, accessories & footwear, vouchers & money, sports, health & beauty, homewares, books, and soft toys among others. The fine jewellery & watches sub-segment accounted for the highest UK Mother’s Day market share in 2023. Consumers used home delivery as the highest preferred order fulfillment method. Tesco emerged as the most preferred retailer for purchase among consumers followed by ASDA and Sainsbury’s. Supermarkets were the most popular choice among gifting enthusiasts in UK Mother’s Day market during 2023.

Cards & Gift Wraps: This segment held the second largest share in the UK Mother’s Day market in 2023. E-cards and cards bought online, gift wrapping accessories, decorations for the home, gift bags, gift wrap, cards bought from a shop, and sticky tapes are some of the sub-segments of the cards & gift wraps segment. Card Factory emerged as the leading retailer for the cards & gift wraps segment followed by Tesco, ASDA, and Sainsbury’s. Supermarkets, convenience stores, and department stores were the top 3 store types for consumers. Most consumers made the purchases using mobile devices followed by laptops and tablets. Consumers opted for home delivery as the most preferred fulfillment option in 2023.

Food & Drink: The category is further divided into cakes, chocolates, & biscuits, fresh meat, fruit & vegetables, fish, ready meals, alcoholic drinks, and non-alcoholic drinks among others. Marks & Spencer emerged as the most preferred retailer followed by Sainsbury’s and Tesco. Most of consumers preferred supermarkets, convenience store retailers, and value & discount retailers as the top 3 store types.

UK Mother’s Day Retail Market Analysis by Segments, 2023 (%)

UK Mother’s Day Retail Market Analysis by Segments, 2023 (%)

For more segment insights into the UK Mother’s Day retail market, download a free report sample

Segments Covered in the Report

UK Mother’s Day Retail Market Segments Outlook (2023, %)

  • Food & Drink
  • Gifts
  • Cards & Gift Wraps

Key Highlights

  • Mother’s Day provided a boost to retail, but it is yet to recover to pre-pandemic levels
  • Despite consumers stating that they felt financially worse off this year, consumers have prioritized treating their mothers and other loved ones.
  • The importance of price and value for money when selecting food & drink items has risen this Mother’s Day, whereas the importance of quality to consumers decreased.
  • Consumer spending on experience gifts exceeded pre-pandemic levels.

Reasons to Buy

  • Identify the key retailers used by consumers to purchase Mother’s Day products across various categories, and what drives consumers to shop with these retailers
  • Understand the most popular Mother’s Day categories shopped for by consumers in 2023
  • Understand which channels used by consumers are the most popular when shopping for Mother’s Day products

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

Table of Contents

THE KEY FINDINGS

Retail penetration for Mother’s Day compared to Father’s day from 2019 to present

The Key Findings

Importance of Mother’s Day drives spend as consumers shrug off financial worries to shop the occasion

More focus placed on the price when shopping for Mother’s Day 2023, while quality was deemed less important

Consumer spend on gifting rises as Mother’s Day popularity exceeds pre-pandemic levels

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

Table

Retailer ratings across key measures – grocers, 2023

Retailer ratings across key measures – non-food retailers, 2023

Percentage point change, retailers shopped at for food & drink, 2023-2022

Percentage point change, retailers most shopped at for food & drink, 2023-2022

Products purchased, cakes chocolates & biscuits, 2023 & 2022

Products purchased, meat & meat-free alternatives, 2023 & 2022

Products purchased, fruit & vegetables, 2023 & 2022

Products purchased, alcoholic drinks, 2023 & 2022

Products purchased, breakfast food, 2023 & 2022

Products purchased, non-alcoholic drinks, 2023 & 2022

Products purchased, fish, 2023 & 2022

Products purchased, delicatessen products, 2023 & 2022

Products purchased, ready meals & meal deals, 2023 & 2022

Percentage point change retailers shopped at for gifts, 2022-2023

Products purchased, food & drink gifts, 2023 & 2022

Retailers used, food & drink gifts, 2023 & 2022

Products purchased, flowers & plants, 2023 & 2022

Retailers used, flowers & plants, 2023 & 2022

Products purchased, fine jewellery & watches, 2023 & 2022

Retailers used, fine jewellery & watches, 2023 & 2022

Products purchased, clothing, 2023 & 2022

Retailers used, clothing, 2023 & 2022

Products purchased, homewares, 2023 & 2022

Retailers used, homewares, 2023 & 2022

Products purchased, health & beauty, 2023 & 2022

Retailers used, health & beauty, 2023 & 2022

Products purchased, accessories & footwear, 2023 & 2022

Retailers used, accessories & footwear, 2023 & 2022

Products purchased, books, 2023 & 2022

Retailers used, books, 2023 & 2022

Products purchased, entertainment, 2023 & 2022

Retailers used, entertainment, 2023 & 2022

Products purchased, vouchers & money, 2023 & 2022

Retailers used, vouchers & money, 2023 & 2022

Products purchased, experience, 2023 & 2022

Retailers used, experience, 2023 & 2022

Products purchased, stationery, 2023 & 2022

Retailers used, stationery, 2023 & 2022

Products purchased, electricals, 2023 & 2022

Retailers used, electricals, 2023 & 2022

Products purchased, DIY & gardening gifts, 2023 & 2022

Retailers used, DIY & gardening gifts, 2023 & 2022

Products purchased, sports, 2023 & 2022

Retailers used, sports, 2023 & 2022

Percentage point change Retailers shopped at for cards & gift wrap, 2022-2023

Products purchased, cards, 2023 & 2022

Retailers used, cards, 2023 & 2022

Products purchased, gift wrap & accessories, 2023 & 2022

Retailers used, gift wrap & accessories, 2023 & 2022

Figures

Device usage for Mother’s Day purchases, 2020, 2021, 2022 & 2023

Mother’s Day participation penetration (by demographic and region), 2023

Mother’s Day shopper penetration (by demographic and region), 2023, 2022 & 2021

Mother’s Day shopper profile (by demographic and region), 2023

Mother’s Day retail penetration (by demographic and region), 2023, 2022 & 2021

Mother’s Day leisure penetration (by demographic and region), 2023, 2022 & 2021

Financial wellbeing compared to last year, 2023 & 2022

How consumers Mother’s Day spending compared to last year, 2023 & 2022

How consumers financed Mother’s Day spending, 2023 & 2022

Mother’s Day spending on retail and leisure, 2023 & 2022

Who did you spend money on for Mother’s Day, 2023 & 2022

Mother’s Day activities undertaken, 2023

Mother’s Day meal choices, 2022 & 2023

Mother’s Day takeaway cuisines, 2023 & 2022

Mother’s Day dining in choices, 2023 & 2022

Agreement & disagreement statements about Mother’s Day, 2023, and change on 2022

Success of retailers at promoting or communicating Mother’s Day deals, 2023, and change on 2022

Overall food & drink penetration 2023 (by demographic) and 2023, 2022 and 2021 penetration

Retailers shopped at for food & drink, 2023 & 2022

Retailers most shopped at for food & drink, 2023 & 2022

Drivers of food & drink retailer selection, 2023, and change on 2022

Consumers switching from their usual main retailer 2023 (by demographic)

Retailers consumers switched to, 2022 & 2023

Consumers using each channel for food & drink, 2022 & 2023

Consumers using each physical store type for food & drink, 2022 & 2023

Consumers using each device for food & drink purchases, 2022 & 2023

Consumers using each fulfilment option for food & drink, 2023 & 2022

Mother’s Day food & drink average spend, 2023 & change on 2022

Cakes, chocolates & biscuits 2023 (by demographic) and 2023, 2022 and 2021 penetration

Meat & meat-free alternatives 2023 (by demographic) and 2023, 2022 and 2021 penetration

Fruit & vegetables 2023 (by demographic) and 2023, 2022 and 2021 penetration

Alcoholic drinks 2023 (by demographic) and 2023, 2022 and 2021 penetration

Breakfast food 2023 (by demographic) and 2023, 2022 and 2021 penetration

Non-alcoholic drinks 2023 (by demographic) and 2023, 2022 and 2021 penetration

Fish 2023 (by demographic) and 2023, 2022 and 2021 penetration

Delicatessen products 2023 (by demographic) and 2023, 2022 and 2021 penetration

Ready meals & meal deals 2023 (by demographic) and 2023, 2022 and 2021 penetration

Overall food & drink planned/impulse purchases, and by category, 2023 & 2022

Overall gifts penetration 2023 (by demographic) and 2023, 2022 and 2021 penetration

Retailers shopped at for gifts, 2023 & 2022

Drivers of gifts retailer selection, 2023, and change on 2022

Consumers using each channel for gifts, 2022 & 2023

Consumers using each physical store type for gifts, 2022 & 2023

Consumers using each device for gifts purchases, 2022 & 2023

Consumers using each fulfilment option for gifts, 2023 & 2022

Mother’s Day gifts average spend, 2023 & change on 2022

Food & drink gifts 2023 (by demographic) and 2023, 2022 and 2021 penetration

Flowers & plants 2023 (by demographic) and 2023, 2022 and 2021 penetration

Fine jewellery & watches 2023 (by demographic) and 2023, 2022 and 2021 penetration

Clothing 2023 (by demographic) and 2023, 2022 and 2021 penetration

Homewares 2023 (by demographic) and 2023, 2022 and 2021 penetration

Health & beauty drinks 2023 (by demographic) and 2023, 2022 and 2021 penetration

Accessories & footwear 2023 (by demographic) and 2023, 2022 and 2021 penetration

Books 2023 (by demographic) and 2023, 2022 and 2021 penetration

Entertainment 2023 (by demographic) and 2023, 2022 and 2021 penetration

Vouchers & money 2023 (by demographic) and 2023, 2022 and 2021 penetration

Experience 2023 (by demographic) and 2023, 2022 and 2021 penetration

Stationery 2023 (by demographic) and 2023, 2022 and 2021 penetration

Electricals 2023 (by demographic) and 2023, 2022 and 2021 penetration

DIY & gardening gifts 2023 (by demographic) and 2023, 2022 and 2021 penetration

Sports 2023 (by demographic) and 2023, 2022 and 2021 penetration

Overall gifts planned/impulse purchases, and by category, 2023 & 2022

Overall gifts personalisation, and by category, 2023 & 2022

Overall cards & gift wrap penetration 2023 (by demographic) and 2023, 2022 and 2021 penetration

Retailers shopped at for cards & gift wrap, 2023 & 2022

Drivers of cards & gift wrap retailer selection, 2023, and change on 2022

Consumers using each channel for cards & gift wrap, 2022 & 2023

Consumers using each physical store type for cards & gift wrap, 2022 & 2023

Consumers using each device for cards & gift wrap purchases, 2022 & 2023

Consumers using each fulfilment option for cards & gift wrap, 2022 & 2023

Mother’s Day cards & gift wrap average spend, 2023 & change on 2022

Cards 2023 (by demographic) and 2023, 2022 and 2021 penetration

Gift wrap & accessories 2023 (by demographic) and 2023, 2022 and 2021 penetration

Overall cards & gift wrap planned/impulse purchases, and by category, 2023 & 2022

Overall cards & gift wrap personalisation, 2023 & 2022

Importance of card personalisation, 2023 & 2022

Reasons for sending a digital card for Mother’s Day, 2023 and change on 2022

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