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The content of this report will be updated with the latest scenarios based on the global COVID-19 Pandemic

This year saw an increase in those not celebrating Mother’s Day, yet there was also an uplift in those spending more on the occasion. More than half of consumers see Mother ’s Day as an important occasion, while over a third enjoy shopping for it. Grocers remain key destinations for Mother’s Day purchasing, while MandS was the retailer that consumers felt did the best job of promoting the occasion.

Key Findings

  • Fewer consumers celebrated Mother’s Day this year While participation on seasonal retail occasions like Mother’s Day is not necessarily on an unabridged upward trajectory, those that are taking part are beginning to spend more in doing so.
  • Shopping for mum motivates consumers to trade up With the majority of consumers switching away from their normally used food and grocery retailer doing so for product quality, Mother’s Day offers a great opportunity for food and grocery players to target wider consumer segments with their more premium lines.
  • Asda a strong performer this Mother’s Day Asda made strong gains this year in key categories such as groceries, food and drink gifts and flowers. Asda’s ’Mum’s The Word’ campaign online brought a broad range of products together, while its push for personalised gifts likely threatened the dominance of online players such as Moonpig in this space.
  • Quality overtook convenience this year to become the primary driver of store choice Over half of consumers turned to supermarkets to buy food and drink, followed by high street shops. Of the 29.4% of consumers switching retailers for their Mother’s Day grocery shopping, the primary reason was quality, followed by convenient location. While
  • Tesco held its position as the most popular retailer for Mother’s Day grocery shopping, Co-op was the biggest gainer in terms of general usage and as most used grocer.
  • Purchase penetration for cards and gift wrap this Mother’s Day was 56.0%, peaking among 25-34 year olds Overall purchase penetration was lower than for gifts, suggesting some consumers prioritised a gift over cards and wrap. Card Factory dominates, but saw its usage decline this year, as value competition intensified.

“Mother’s Day 2016”, a Retail Occasions Report by Verdict Retail, provides a comprehensive insight into the Mother’s Day, analysing the market, the major players, the main trends, and consumer attitudes. It delivers deep quantitative and qualitative insight into the Mother’s Day market, analyzing key trends in the market based on consumer data from Verdict Retail.

It provides in-depth analysis of the following:

  • Key Findings
  • Consumer attitudes
  • Food and drink
  • Gifts
  • Cards and gift wrap

Reasons To Buy

  • Utilise the detailed data and insight on the market to help form an effective growth strategy across the Mother’s Day market
  • Understand who are the target demographic and their key issues and demands
  • Understand the journey of consumers through the shopping experience.