UK consumers are set to spend £600 million on Mother’s Day this year – an increase of 3.4 per cent on the £580 million spent in 2017.

This is according to research from Mintel, which found that sentiment for the event is notably higher among mothers (64 per cent) than fathers (53 per cent). The study also found that parents feel they continue to be subjected subjected to gender clichés, as 72 per cent of mums and 67 per cent of dads agree that there are still too many stereotypes in advertising.

Jack Duckett, Senior Consumer Lifestyles Analyst at Mintel, said: “While the advertising industry is working hard to move away from gender stereotypes, it is clear that many parents still find that the representation of mums and dads in advertising is out of sync with reality.”

In separate research, Worldpay found that Mother’s Day spending could reach £184 million on Sunday alone, with florists set to be 206 per cent busier than usual, while restaurant takings are expected to rise 59 per cent compared to an average Sunday.

Steve Newton, executive vice president of UK and Europe at Worldpay, commented: “It’s fair to say that mum comes first, with Brits living up to their reputation as a nation of mummy’s boys and doting daughters. Needless to say, being a mum is a tough job, and she deserves a treat or two. This Sunday will see a significant spike in spending on everything from bouquets to brunch, and business owners should be doing everything they can to cash in on a hugely profitable weekend.”

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