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UK Mother’s Day, 2019

UK Mother’s Day, 2019

Summary

Mother’s Day fell later in March this year, so retailers concentrated on other events such as World Book Day, International Women’s Day and Easter instead, as despite Easter falling after Mother’s Day, it offers greater opportunities to drive spend as consumers may buy gifts for more recipients. Retailers only focused on instore Mother’s Day displays and online features around two weeks before the occasion, with some retailers failing to significantly promote their ranges. This was an influential factor in the overall fall in Mother’s Day shopper penetration (from 61.7% in 2018 to 59.5% in 2019) as retailers left less time to persuade more shoppers to purchase for the occasion.

The most popular activity for the occasion was visiting mum, which 29.0% of consumers did, and as this does not require any spending on retail or leisure, penetration decreased for both. The percentage of consumers that bought both gifts and cards decreased on last year, as 72.8% agreed that the occasion has become too commercial and 25.3% of consumers felt financially worse off than they felt this time last year. Despite this, the vast majority still believe that Mother’s Day is an important occasion, but low consumer confidence restrained overall spending as average spend fell across a number of gifting categories and food & drink products, and more Mother’s Day shoppers financed the occasion using credit cards, savings and general store cards.

Supermarkets are the clear winners for gifts and card & wrap purchases due to the convenience of their store locations, strong price credentials and their comprehensive ranges of frequently gifted items, especially plants & flowers and gift food & drink. Tesco is the most popular retailer for gifts, and Tesco, Sainsbury’s and ASDA trail Card Factory for cards & wrap as the grocers are most able to persuade shoppers to purchase these as add-on items. Convenience stores present an area of opportunity for grocers, as this location particularly fulfils consumer needs for time-sensitive purchases, and there is room for improvement in their ranges and presentation of products.

The UK Mother’s Day, 2019, report offers a comprehensive insight into the consumer dynamics and spending habits of consumers for Mother's Day. The report analyses the major players, the main trends, and consumer attitudes.

Scope

  • Fewer consumers made Mother's Day purchases in 2019, instead favouring quality family time despite 83.9% believing that Mother's Day is an important occasion.
  • Low price is the most significant driver of retailer choice for Mother's Day food & drink purchases, aiding Tesco and ASDA's domination over competitor Sainsbury's.
  • Overall card & gift wrap penetration fell, influenced by factors such as cards being increasingly perceived as a token, a lack of willingness to spend on disposable items, and growing concerns surrounding the environmental impacts of cards & wrap.
Reasons to buy
  • Use our in-depth consumer insight to learn which areas within Mother's Day shopping are most important, to ensure that product offerings are catering to the needs and wants of customers.
  • Understand what drives consumers to use a retailer for their purchases, such as convenience, value for money and delivery options in order to maximise sales potential for the occasion.
  • Use our in-depth analysis of the leading retailers, such as Tesco and Marks & Spencer, for the Mother's Day occasion in order to understand how to appeal shoppers and maximise market share.


THE KEY FINDINGS
Late promotion of Mother's Day by retailers influenced fall in penetration
Mother's Day spending takes a hit as consumer confidence remains low in 2019
Consumer desire for low prices and convenience leads to the popularity of supermarkets
Trend insight - stores
Trend insight - online
CONSUMER ATTITUDES
Key findings
Buying dynamics
Financial wellbeing
Financial spending
Mother's Day spending
Who shoppers bought for
Mother's Day activities
Dining out choices
Dining in choices
Mother's Day statements
Retailer selection
Retailer ratings - grocers
Retailer ratings - non-food retailers
FOOD & DRINK
Key findings
Retailer selection
Channel usage
Device usage
Fulfilment
Retailer used
Spending
Buying dynamics
GIFTS
Key findings
Retailer selection
Channel usage
Device usage
Fulfilment
Average spend
Retailer used
Buying dynamics
CARDS & GIFT WRAP
Key findings
Retailer selection
Channel usage
Device usage
Fulfilment
Average spend
Retailer used
Buying dynamics
METHODOLOGY
Technical details: consumer survey work
List of Tables
Retailer ratings across key measures - grocers, 2019
Retailer ratings across key measures - non-food retailers, 2019
Products purchased - cakes/chocolate/biscuits, 2018 & 2019
Products purchased - fresh meat, 2018 & 2019
Products purchased - fruit & vegetables, 2018 & 2019
Products purchased - delicatessen products, 2018 & 2019
Products purchased - fish, 2018 & 2019
Products purchased - ready meals, 2018 & 2019
Products purchased - alcoholic drinks, 2018 & 2019
Products purchased - non-alcoholic drinks, 2018 & 2019
Products purchased - food & drink gifts, 2018 & 2019
Retailers used - food & drink gifts, 2018 & 2019
Products purchased - flower & plant gifts, 2018 & 2019
Retailers used - flower & plant gifts, 2018 & 2019
Products purchased - beauty gifts, 2018 & 2019
Retailers used - beauty gifts, 2018 & 2019
Products purchased - fine jewellery & watch gifts, 2018 & 2019
Retailers used - fine jewellery & watch gifts, 2018 & 2019
Products purchased - clothing gifts, 2018 & 2019
Retailers used - clothing gitfs, 2018 & 2019
Products purchased - homewares gifts, 2018 & 2019
Retailers used - homewares gifts, 2018 & 2019
Products purchased - accessories & footwear gifts, 2018 & 2019
Retailers used - accessories & footwear gifts, 2018 & 2019
Products purchased - vouchers & money gifts, 2018 & 2019
Products purchased - experience gifts, 2018 & 2019
Products purchased - music & video gifts, 2018 & 2019
Retailers used - music & video gifts, 2018 & 2019
Products purchased - books gifts, 2018 & 2019
Retailers used - books gifts, 2018 & 2019
Products purchased - electrical gifts, 2018 & 2019
Retailers used - electrical gifts 2018 & 2019
Products purchased - stationery gifts, 2018 & 2019
Retailers used - stationery gifts, 2018 & 2019
Products purchased - sports gifts, 2018 & 2019
Retailers used - sports gifts, 2018 & 2019
Products purchased - DIY & gardening gifts, 2018 & 2019
Retailers used - DIY & gardening gifts, 2018 & 2019
Products purchased - cards, 2018 & 2019
Retailers used - cards, 2018 & 2019
Products purchased - gift wrap & accessories, 2018 & 2019
Retailers used - gift wrap & accessories, 2018 & 2019
List of Figures
Mother's Day 2019 shopper penetration (by demographic and by region) & 2018 shopper penetration
Mother's Day 2019 retail shopper penetration (by demographic and by region) & 2018 retail shopper penetration
Mother's Day 2019 leisure shopper penetration (by demographic and by region) & 2018 leisure shopper penetration
Financial wellbeing compared to last year, 2018 & 2019
How consumers financed Mother's day spending, 2018 & 2019
Mother's Day spending compared to last year, 2018 & 2019
The proportion of Mother's Day spending on retail vs. leisure, 2019 & 2018
Who consumers bought Mother's Day gifts for, 2019
Mother's Day activities undertaken, 2018 & 2019
Mother's Day dining out choices, 2018 & 2019
Mother's Day dining in choices, 2018 & 2019
Agreement statements about Mother's Day, 2019
Retailers that did the best job of promoting Mother's Day, 2019
What's driving retailer selection (food & drink), 2019, and ppt change on 2018
Consumers using each channel for purchasing food & drink (browsed & purchased), 2019
Consumers using each store type for purchasing food & drink (browsed & purchased), 2019
Consumers using each device for purchasing food & drink (browsed & purchased), 2019
Fulfilment options for food & drink purchases made online, 2019 & 2018
Top 10 retailers shopped at for food & drink, 2018 & 2019
Food & drink spend, by retailer and by average, 2019, and change on 2018
Mother's Day 2019 food & drink penetration (by demographic) & 2018 food & drink penetration
Mother's Day 2019 cakes/chocolates/biscuits penetration (by demographic) & 2018 cakes/chocolates/biscuits penetration
Mother's Day 2019 fresh meat penetration (by demographic) & 2018 fresh meat penetration
Mother's Day 2019 fruit & vegetables penetration (by demographic) & 2018 fruit & vegetables penetration
Mother's Day 2019 delicatessen products penetration (by demographic) & 2018 delicatessen products penetration
Mother's Day 2019 fish penetration (by demographic) & 2018 fish penetration
Mother's Day 2019 ready meals penetration (by demographic) & 2018 ready meals penetration
Mother's Day 2019 alcoholic drinks penetration (by demographic) & 2018 alcoholic drinks penetration
Mother's Day 2019 non-alcoholic drinks penetration (by demographic) & 2018 non-alcoholic drinks penetration
Planned/impulse purchases (overall food & drink), 2018 & 2019
Planned/impulse purchases (food & drink categories), 2018 & 2019
What's driving retailer selection (gifts), 2019, and ppt change on 2018
Consumers using each channel for purchasing gifts (browsed & purchased), 2019
Consumers using each store type for purchasing gifts (browsed & purchased), 2019
Consumers using each device for purchasing gifts (browsed & purchased), 2019
Fulfilment options for gifts purchases made online, 2018 & 2019
Average spend on gifting categories, 2019, and change on 2018
Top 10 retailers shopped at for gifts, 2018 & 2019
Mother's Day 2019 gift penetration (by demographic) & 2018 gift penetration
Mother's Day 2019 food & drink gifts penetration (by demographic) & 2018 food & drink gifts penetration
Mother's Day 2019 flowers & plants penetration (by demographic) & 2018 flowers & plants penetration
Mother's Day 2019 beauty penetration (by demographic) & 2018 beauty penetration
Mother's Day 2019 fine jewellery & watches penetration (by demographic) & 2018 fine jewellery & watches penetration
Mother's Day 2019 clothing penetration (by demographic) & 2018 clothing penetration
Mother's Day 2019 homewares penetration (by demographic) & 2018 homewares penetration
Mother's Day 2019 accessories & footwear penetration (by demographic) & 2018 accessories & footwear penetration
Mother's Day 2019 vouchers & money penetration (by demographic) & 2018 vouchers & money penetration
Mother's Day 2019 experiences penetration (by demographic) & 2018 experiences penetration
Mother's Day 2019 music & video penetration (by demographic) & 2018 music & video penetration
Mother's Day 2019 books penetration (by demographic) & 2018 books penetration
Mother's Day 2019 electricals penetration (by demographic) & 2018 electricals penetration
Mother's Day 2019 stationery penetration (by demographic) & 2018 stationery penetration
Mother's Day 2019 sport penetration (by demographic) & 2018 sport penetration
Mother's Day 2019 DIY & gardening penetration (by demographic) & 2018 DIY & gardening penetration
Planned/impulse purchases (overall gifts), 2018 & 2019
Planned/impulse purchases (gift categories), 2018 & 2019
Personalisation (overall gifts), 2018 & 2019
Personalisation (gift categories), 2018 & 2019
What's driving retailer selection (cards & gift wrap), 2019, and ppt change on 2018
Consumers using each channel for purchasing cards & gift wrap (browsed & purchased), 2019
Consumers using each store type for purchasing cards & gift wrap (browsed & purchased), 2019
Consumers using each device for purchasing cards & gift wrap (browsed & purchased), 2019
Fulfilment options for cards & gift wrap purchases made online, 2019 & 2018
Average spend on card & gift wrap products, 2019, and change on 2018
Top 10 retailers shopped at for cards & gift wrap, 2018 & 2019
Mother's Day 2019 card & gift wrap penetration (by demographic) & 2018 card & gift wrap penetration
Mother's Day 2019 cards penetration (by demographic) & 2018 cards penetration
Mother's Day 2019 gift wrap & accessories penetration (by demographic) & 2018 gift wrap & accessories penetration
Planned/impulse purchases (overall card & gift wrap), 2018 & 2019
Planned/impulse purchases (card & gift wrap categories), 2018 & 2019

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