Retail spending for Mother’s Day is forecast to reach £18bn in 2026 (representing 15% growth year-on-year) according to the latest research from Savvy. Carried out across a representative sample of 1,000 UK shoppers, the findings indicate that growth reflects both the scale of participation in the occasion and a continued shift towards more premium and experiential ways of celebrating.
Mother’s Day is the third most widely celebrated retail calendar event
65% of shoppers expect to celebrate Mother’s Day in 2026, rising sharply to 88% among households with children. This makes the occasion one of the most widely celebrated gifting events in the retail calendar – after Christmas and Easter.
A notable trend of recent years has been the continued shift towards celebrating at home. Our research shows seven in 10 shoppers expect to have a meal at home to celebrate Mother’s Day this year – driven by rising prices of eating and drinking out. Continued innovation in Mother’s Day meal deal offers from retailers is also driving the trend.
Premiumisation driving spending
Food and drink retail sales look particularly well placed to benefit this year and premiumisation remains a clear theme, with 61% of shoppers saying they plan to buy more upscale food or drink for Mother’s Day (up from 51% in 2025) and 56% expect to spend more than they would on a typical gift occasion.
Alcohol sales stand to benefit from both gifting momentum and at-home celebrations also. Non-alcoholic drinks are likely to see strong performance as the low and no alcohol category continues to expand through innovation and new product development, including flavoured 0% beer.
Selective premium gifting also appears set to perform strongly. The research analysis suggests beauty and jewellery are both to outperform as shoppers look for more considered or higher-value gifts. Personalisation continues to resonate – 58% of shoppers expect to buy a customised gift this year.
Chocolate, in contrast, could see slightly softer growth relative to other categories. While HFSS regulations are unlikely to significantly affect Mother’s Day purchasing, other factors may weigh on demand. Inflation continues to shape spending decisions, while the increasing use of GLP-1 medications could also moderate demand for confectionery in some households.
Inspiration remains key to unlocking Mother’s Day spend
Retailers appear to be performing well when it comes to providing gift ideas. Almost two thirds (65%) of UK shoppers say that Mother’s Day ranges in shops feel inspiring.
However, there remains further opportunity to unlock additional spending – 63% of shoppers said they would spend more if there were more interesting gift options available.
In terms of discovery, social media continues to play a significant role, with 52% of shoppers spotting Mother’s Day gift ideas on these platforms and 35% saying it influences what they buy (short-form video content such as TikTok or Instagram Reels influenced 34% of shoppers overall). Notably, social media channels play a much larger role for younger families. Among shoppers with young children, 57% said short-form video content has influences their Mother’s Day shopping decisions.
One in three shoppers (33%) expect to use an AI tool such as ChatGPT or Gemini for gift ideas or inspiration. Among households with young families, this rises sharply to 60%.
What shoppers want from retailers
When asked what they would most like to see from retailers this year, shoppers highlight several practical opportunities. Dedicated Mother’s Day displays and gift bundles are requested the most – each cited by 73% of respondents. Loyalty card pricing also resonates strongly, appealing to 70% of shoppers. Limited-edition products (68%), meal deals (66%) and personalisation options (66%) also ranked highly.
Related research: Valentine’s Day 2026
Press coverage
Talking Retail – UK shoppers forecast to hit £18bn spending for Mother’s Day
Retail Gazette – Mother’s Day spending set to hit £18bn as premium gifting drives growth