‘Brits are a load of mummies’ boys,’ says Parcelhero
It’s official! Brits are a load of mummies’ boys when it comes to Mother’s Day. The home delivery expert Parcelhero says sons are planning to spend 40% more than daughters on flowers, cards and gifts for their mums. Overall, Brits are predicted to splash £2.52bn this year, up 5% on 2025.
New research from the home delivery experts Parcelhero reveals that Brits are planning to splash £2.52bn on sending gifts, cards and flowers to their mums on Mother’s Day (15 March). That’s up 5% on last year’s spend.
It’s sons who plan to splash the most on their mums this year, says Parcelhero’s head of Consumer Research, David Jinks MILT: ‘Sons are planning to spend 40% more on gifts, flowers, cards and meals out than daughters this year. Overall, those UK adults who are spending money on their mums will lavish an average of £131. Men plan to spend an average of £152 and women an average of £109.
Retailers should be prepared for a Mother’s Day spike as Brits get set to send:
- greeting cards (72%)
- flowers (68%)
- special outings and experiences (49%)
- chocolate (41%)
- house plants (24%)
- jewellery (24%)
- vouchers or gift cards (20%)
‘Add to these gifts a meal out in a restaurant or pub, or a home-cooked Sunday roast, and mums should feel especially pampered this year.
‘High Street retailers will still see more Mother’s Day spending than online sellers this year, but not by much. 52% plan to buy gifts, flowers and cards, etc, in stores while 46% will buy online. That’s a 2-percentage point increase in online spending compared to 2025.
‘Last year, a report from the data analytics experts GlobalData revealed that UK consumer spending for the big day was set to reach £2.4bn, reflecting a 5% increase from the previous year. Our research indicates a similar jump in spending this year with the overall spend reaching £2.52bn.
‘A separate consumer poll held by Parcelhero has found shoppers plan to spend an average £18.30 more this year than last, resulting in an average spend of £131. While total market growth is projected at 5%, this individual average spend figure reflects the intentions of surveyed participants.
‘Special outings and experiences, such as cream teas, spa days and wine tastings, are rapidly growing in popularity as a treat for mums.
‘Adults up to 29 years old (Gen Zs) are more likely to get their ideas for Mother’s Day gifts from social media. Research by the marketing agency Savvy found that 40% of Mother’s Day shoppers turned to social media first when looking for ideas last year. 39% expected to purchase something they had seen on social platforms, a trend particularly prominent among younger shoppers.
‘That doesn’t mean that traditional Mother’s Day gifts are being forgotten. Barclays says that, last year, 14.5% more flowers were bought for Mother’s Day than on Valentine’s Day.
‘For anyone still seeking inspiration, other popular treats for mums include candles, luxury toiletries, bath sets, engraved jewellery, wine hampers, books, scarves and gardening tools.
‘While sons say they are planning to spend a little more than women on items like these, there’s a chance they may need a last-minute nudge! Research from Mintel reveals that, while 62% of women actually buy gifts in good time for Mother’s Day, only 57% of men do. Men are more likely to splurge on last-minute gifts, which may explain why those who do remember spend more.
‘Finally, remember that 15 March may be Mother’s Day in the UK but not internationally. Many countries now follow the American tradition of marking the event in May, when the weather is warmer. This year, Mother’s Day in the US is on Sunday, 10 May.
‘Many people like to spend personal time with their mums on Mother’s Day. If your mum doesn’t live in the UK, however, there’s still time to send a gift overseas in good time for 15 March and plenty of time, of course, for 10 May.