Dear Mum…1 in 8 Brits not buying Mother’s Day gifts this year, new research reveals

While Mother’s Day remains a big moment in the calendar for the majority of families in the UK, new research shows that not everyone will be celebrating this year – with 1 in 8 admitting they won’t be buying their mum a gift at all.

Findings from online polls of nearly 1,500 consumers across Facebook, Instagram and X by Product of the Year – the UK’s largest consumer-voted award for product innovation – reveal that while most Brits still plan to mark the day, a notable minority are opting out entirely. 

Nearly a quarter (24%) say the day feels too ‘commercial’, preferring to show appreciation at other times of the year instead. For others, skipping the day may simply come down to circumstance, distance, or the fact that it can be a difficult reminder for some families. Still leaving 76% who see value in it still.

Among those who are celebrating, flowers remain the nation’s go-to Mother’s Day gift, with more than half of shoppers (54%) planning to treat their mums to a bouquet this year. Close behind is the classic box of chocolates, chosen by one in five people (20%), for mums with a sweet tooth. For those looking to dial up the pampering, beauty gifts are also popular, with 14% planning to treat their mum to skincare or fragrance… because she’s worth it.

Kings of carts and convenience

When it comes to where Brits are shopping, convenience is key. Nearly half of consumers (48%) say they buy their Mother’s Day gifts online, making it the single most popular shopping destination for the occasion.

The trusty supermarket is not far behind, with 45% picking up a gift during their weekly shop, slipping flowers or chocolates into the basket alongside everyday essentials.

Only a small number (6%) splash out on luxury or designer purchases, while a ‘cheeky’ 1% admit to grabbing a last-minute gift from a petrol station on the way.

Despite growing scepticism, retailers need not despair, as for the majority of Brits, the day remains an opportunity to show appreciation – whether that’s with a bouquet, a box of chocolates, or a last-minute online order. Mum’s the word… whatever the interpretation.

Source:  Product of the Year

  Mother’s Day, Product Of The Year, Survey