When most business leaders picture major holidays, they focus on Christmas, Easter, and Valentine’s Day. These are all important events, of course, but there’s no denying the impact of Mother’s Day on the retail sector.
Whether purchased from adoring children or with a sense of obligation, Mother’s Day gifts and cards represent a clear priority for most consumers in the UK and US. Retailers that capitalize on this opportunity can see immense boosts in both online and in-person sales during the spring, not to mention enhanced engagement long after Mother’s Day has come and gone.
In this article, we reveal how retailers can make the most of this unique opportunity to appeal to holiday shoppers. Keep reading to gain valuable insights from Mother’s Day statistics.
Mother’s Day: When we celebrate it and why it matters
Mother’s Day encourages fathers and children (both young and adult) to pay homage to the wonderful mothers in their lives. Celebrated in late March in the UK and mid-May in the US, this cherished holiday is typically marked with gifts, cards, and special meals. Mothers work hard and sacrifice a great deal, so they deserve every bit of recognition they receive on their special day.
- Mother’s Day 2022 (UK): Sunday, 27 March
- Mother’s Day 2022 (USA): Sunday, 8 May
Mother’s Day and COVID-19
The pandemic had a discernible impact on Mother’s Day celebrations and related spending, as the average spending in the US increased to $220.48, which is ~12% more than in 2019 (NRF). In 2020 and 2021, lockdown protocols forced families to spend Mother’s Day at home.
50 Mother’s Day statistics every retailer should know
While it’s impossible to truly convey the scope of Mother’s Day in a single guide, facts and figures certainly help. Therefore, we’ve highlighted 50 noteworthy Mother’s Day statistics that could have massive implications for the UK retail sector.
General Mother’s Day retail statistics
When developing products, services, or marketing campaigns for mothers, it’s vital to understand what this consumer category now looks like. Mothers are an incredibly diverse group, as exemplified by these statistics:
- In the UK, the average mother’s age at first birth is 29.6 (UK Parliament).
- The most common age to give birth for women born in the 70s was 31 (Office for National Statistics).
- In the last several decades, the average age of women at first marriage has increased faster than the age of women at first birth (House of Commons Library).
- In the US, the average mother is 26.4 years old when she gives birth for the first time (Pew Research Center).
- As of 2020, half of the women from England and Wales born in 1990 were childless when they reached their 30th birthday (Office for National Statistics).
- Nearly four in ten mothers from England and Wales have two children, although one-child families are becoming more common (Office for National Statistics).
- The vast majority of mothers feel burnt out at least occasionally, with 16 percent admitting to feeling this way all the time, while 43 percent experience burnout frequently (Motherly).
- Additional emotional support and empathy are urgently required, according to 68 percent of mothers surveyed (Motherly).
- UK women with dependent children had a labor force participation rate of 75.5 percent in 2020 (Labour Force Survey).
- Among UK men ages 16-24, 22 percent report feeling closer to their mother than their father, versus 11 percent vice versa (Serenata Flowers).
Mother’s Day retail statistics
A significant share of Mother’s Day expenditures involves retail purchases. These statistics shed light on where consumers allocate their Mother’s Day spending, how much money they set aside for this purpose, and how retailers can leverage these trends:
- The Total Mother’s Day Spending in the US was $28.1 Billion (National Retail Federation).
- In the US, just over two-thirds of people celebrate Mother’s Day (YouGov America).
- Of those who celebrate Mother’s Day in the US, 55 percent buy presents, while 41 percent purchase cards (YouGov America).
- Online Mother’s Day purchases have grown more popular since the onset of the pandemic, with the percentage of eCommerce growing by 3.6 percent in 2020 (Research And Markets).
- In 2021, over one-quarter of men purchased electronics as Mother’s Day gifts (National Retail Federation).
- Half of the men and nearly half of women bought gift cards for their mothers in 2021 (National Retail Federation).
- One-third of mothers claim that they would like to receive gift cards for their special day (RetailMeNot).
- Over one-third of consumers gave their mothers subscription boxes to celebrate Mother’s Day 2021 (National Retail Federation).
- While more shoppers still purchase Mother’s Day gifts from department stores, 23 percent now plan to support small businesses when preparing for this holiday (National Retail Foundation).
- Consumers use mobile devices 22 percent more often to buy Mother’s Day gifts as opposed to making everyday purchases (InMobi).
- When seeking inspiration for Mother’s Day gifts, 36 percent of consumers search online (InMobi).
Mother’s Day gift statistics
Spending on Mother’s Day gifts can differ dramatically from one family to the next, as do the types of gifts selected. These stats verify what many suspect: flowers and confections are among the most popular, although retailers are beginning to introduce a greater variety, and consumers are responding with enthusiasm.
- Over one in four US businesses in the floral industry report an average Mother’s Day transaction of between $51 and $70, while an additional 36 percent see average spending between $71 and $100 (Society of American Florists).
- Flowers are also a popular Mother’s Day gift in the UK, where 48 percent of adults plan to show their appreciation with a beautiful bouquet (Serenata Flowers).
- Sustainability is increasingly a priority among Mother’s Day shoppers, with 65 percent of consumers claiming that they would like the opportunity to purchase more eco-friendly gifts (Savvy).
- Men between the ages of 16 and 24 spend an average of £30.39 each year on Mother’s Day gifts, despite being among the worst-off demographic groups, financially speaking (Serenata Flowers).
- Over one-third of the UK’s female consumers are adventurous with their confectionaries, stating a preference for unusual or trendy flavors (GlobalData).
- In 2021, US consumers spent an average of $47.76 on Mother’s Day jewelry (Statista).
- Young consumers are the most likely to give their mothers experiences instead of physical items, as 43 percent of those between 25 and 34 years of age took this approach in 2021 (Statista).
- Cost is rarely a top concern when purchasing Mother’s Day gifts, as only 15 percent of consumers prioritize finding affordable presents (National Retail Federation).
- Consumers are committed to fresh flowers for Mother’s Day, with 80 percent taking this approach compared to 40 percent for garden plants and 37 percent for house plants (Society of American Florists).
UK Mother’s Day statistics
Mother’s Day looks a bit different in the UK than elsewhere, although it’s almost universally popular. In the UK, many people are skeptical of this occasion, but most still choose to celebrate with their mothers. It’s up to retailers to change their minds.
- Mother’s Day is the fifth most popular holiday in the UK, ranking after Remembrance Day, Christmas, and Boxing Day (YouGov).
- While 43 percent of Britons claim to celebrate Mother’s Day because they view it as a “proper” holiday, 52 percent believe that they celebrate it because of pressure exerted by commercial entities (YouGov).
- In 2021, Britons spent a collective £1.34 billion on Mother’s Day, representing a notable increase compared to 2020 and even 2019 (Statista).
- In 2022, 68 percent of British shoppers under the age of 35 intended to buy Mother’s Day gifts online (Savvy).
- Many UK shoppers find the current selection for Mother’s Day gifts unimpressive, with 67 percent claiming that these items lack inspiration. Over half would happily spend more if better gifts were available (Savvy).
- Mother’s Day sees a dramatic increase in grocery spending, with products categorized as “special”, experiencing a 4.7 percent increase in sales as compared to an “ordinary” week (Kantar).
- For a standard meal, UK residents spend an average of £1.30 per plate. On Mother’s Day, however, ingredients for the average plate cost, on average, £1.51 (Kantar).
- In 2021, nearly one-quarter of parents with children over the age of four intended to visit their grandparents outside for Mother’s Day (Parent Ping).
- As of 2021, one in twenty UK parents were willing to break the rules and visit vaccinated grandmothers indoors (Parent Ping).
- UK courier service Yodel delivered nearly 400,000 Mother’s Day bouquets in 2019 (Yodel).
Additional interesting facts
Still interested in learning about Mother’s Day? These facts should strengthen your understanding of this wonderful occasion and how it relates to retail opportunities.
- In a 2021 study, 65 percent of respondents referred to their mothers as superheroes (OnePoll).
- A mere 4 percent of mums enjoy breakfast in bed on Mother’s Day (Zagat).
- Over half of mothers would like to eat out to celebrate their special day, with 39 percent claiming to prefer brunch (Zagat).
- Mother’s Day calls are incredibly common, with Verizon referring to the American Mother’s Day as the busiest Sunday of the year (Verizon).
- While 90 percent of people claim to know their mothers well, less than half can identify their mom’s favorite food, flower, clothing store, or travel destination (GroupOn and OnePoll).
- There is a strong appetite for adult children to discover their mothers’ life stories, with 70 percent claiming that they want to learn more (GroupOn and OnePoll).
- In the UK, Mother’s Day meals enjoyed at home take, on average, 28 minutes to prepare (Kantar).
- Over one-third of mothers desire a “break from the mama routine” for Mother’s Day (Peanut).
- US users share the most Mother’s Day posts on Facebook, with the UK taking fourth place (Facebook).
- In 2019 and 2020, Mother’s Day was the most popular holiday for ordering food delivery services (DoorDash).
- Mother’s Day is regarded most favorably in Poland, where 85 percent of people think of it as a “proper” holiday (YouGov).
Useful Mother’s Day marketing resources for eCommerce retailers
- Retail Best Practices: 12 Tactics to Maximize Your Mother’s Day Revenue
- 4 Mother’s Day Marketing Campaigns We Loved
- 81 Catchy Mother’s Day Subject Lines for eCommerce
- 5 Advanced Mother’s Day Marketing Ideas for eCommerce
- Email Marketing Ideas for Mother’s Day [Free Templates]
Turn Mother’s Day statistics into meaningful actions
Mother’s Day represents a wonderful opportunity to build brand awareness and loyalty among both mothers and their loved ones. A properly leveraged campaign will promote meaningful purchases that show mothers how much they matter. This begins with strong customer insights and an omnichannel customer engagement strategy. To learn more about these opportunities, get in touch today by scheduling your free thirty-minute consultation.