More expected to spend on Mother’s Day but with cost in mind

UK shoppers are set to spend £1.7 billion on Mother’s Day this year, a 1.1 per cent increase on 2023, according to new research.

GlobalData found that over half of consumers intended to purchase an item to celebrate the occasion, though price remained a main concern.

Largely driven by the ongoing cost-of-living crisis, 41 per cent of consumers who intend to buy or have already purchased an item for Mother’s Day, reported plans to spend under £20 on gifts.

Food gifts and flowers were found to be the most popular products this year.

“Consumers still have tight budgets, and seeking out the lowest prices has become a norm for many,” commented GlobalData analyst Joe Dawson. “To capitalise on the high participation in the event, retailers must ensure that they are promoting the affordability of their ranges by clearly signposting Mother’s Day deals and discounts online and in store.”

Dawson went on to note that grocers are particularly well-place to to benefit from consumers looking to cut back and advised they use exclusive loyalty scheme offers and discounts to encourage shoppers to spend more.

“While the proportion of consumers intending to purchase gifts is higher for Mother’s Day than it was on Valentine’s Day, it is still lower than the 65 per cent of consumers that participated in the event in 2023,” he said. “Showcasing high quality products at affordable prices will be key to appealing to consumers looking to treat their loved ones at a lower cost and capturing greater spend closer to the date.”

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