Record breaking Mother’s Day sales as shoppers adapt

Alastair Lockhart

Thu 11th Mar 2021


Savvy’s latest shopper research (online survey of a representative sample of 1,024 shoppers, March 2021) suggests Mother’s Day retail sales will increase 9% against 2020 to reach £1.34bn.

With the hospitality sector closed, much of the increase is being driven shoppers’ plans to cook meals at home. Alcoholic drinks, flowers and jewellery are also due to benefit from significant growth.

Interestingly, it looks like the government ‘Roadmap’ is providing some optimism. As a nation we’re expected to spend £163m on days out and experiences for mums to take later in the year.

We see how the pandemic, alongside the acceleration of some long-term trends, are reshaping calendar events more broadly in terms of product, sources of inspiration and channels of distribution.

Among people planning to celebrate Mother’s Day:

  • 78% would rather buy Mother’s Day gifts from smaller or local retailers
  • 65% want to buy sustainable gifts where possible
  • 50% plan to buy personalised gifts
  • 71% plan to buy gifts online
  • 53% have seen Mother’s Day gift ideas on their social media, while 38% say they are likely to buy a gift they see on their social feed. 62% of 18-24 year olds expect they’ll buy something they see on their social feed.

If you would like further details of the research findings or Savvy’s wider event research please get in touch.