Over a fifth (22 per cent) of UK shoppers will be decreasing their Mother’s Day budget this year, with almost two-thirds (62 per cent) blaming the cost-of-living crisis and inflation, according to a study of 2,000 shoppers from customer engagement platform SAP Emarsys.
Brits will be spending an average of £67 per household, with men spending almost exactly £30 more on average than women: £83 to £53 respectively. Young people are more likely to spend more, with an average spend of £97 for 16-24-year-olds dropping to £44 for those over the age of 55. Flowers (32 per cent) and chocolates (21 per cent), as expected, lead the way for most popular sales, followed by personalised gifts (18 per cent).
Geographically, Newcastle leads the spending charts with an average spend of £85, one penny behind is Belfast (£84.99), closely followed by Leeds (£80) and London (£77). At the other end of the scale, Plymouth natives will spend just £38, with Edinburgh (£41) and Sheffield (£44) close behind.
“There’s certainly an emotional value surrounding on Mother’s Day, and consumers are still intending to spend – but, with so many factors impacting spend this year, they need help from brands to get it right,” commented Kelsey Jones, global head of product marketing, Emarsys. “Genuine, emotive personalisation – made possible with an omnichannel strategy – will allow brands to meet consumers where they want to be met, with the right product at the right price.”