United Kingdom (UK) Mother’s Day 2020 – Consumer Dynamics and Spending Habits

The UK Mother’s Day 2020 report forms part of GlobalData’s Retail Occasions series, and 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.

The outbreak of COVID-19 across the UK caused Mother’s Day retail penetration to decline from 59.5% in 2019 to 53.7%, as consumers were urged to stay at home and many were unable to celebrate the occasion with their families.

Scope

– 25.4% of consumers spent less on Mother’s Day purchases in 2020, as economic uncertainties grew as a result of COVID-19, and fewer shoppers were able to see their mothers.

– Convenience was the leading driver for food & drink purchases, meaning ASDA lost shoppers due to its lack of smaller, local store format.

– The percentage of Mother’s Day shoppers buying gifts online grew by 3.6 ppts in 2020, as last minute physical purchases were impacted by store closures and social distancing measures.

Reasons to buy

– Understand which demographics showed the largest drops in Mother’s Day penetration, in order to plan for future occasions which may also be impacted by COVID-19.

– Utilise our consumer insight on what is most important to Mother’s Day shoppers to prioritise business developments and maximise future occasion sales.

– Learn how much Mother’s day shoppers spend on average on food & drinks, gifts, and cards & gift wrap, so that you can tailor your ranges and make informed decisions on pricing structures.

Companies mentioned

Adidas

Aldi

Aldo

Amazon

Angling Direct

Apple

Appliancesdirect.co.uk

Arcadia

Argos

ASDA

B&M

Beauty Bay

boohoo.com

Boots

Card Factory

Card Market

CeX

Clintons

Co-op

Debenhams

Disney Store

Dorothy Perkins

Dunelm

Fat Face

Flying Tiger Copenhagen

Funkypigeon.com

GAME

Gap

Greenfingers.com

H&M

H. Samuel

Hobbycraft

Home Bargains

Homebase

House of Fraser

IKEA

Interflora

JD Sports

JD Williams

John Lewis & Partners

Kate Spade

Lidl

lookfantastic

Marks & Spencer

MatchesFashion

Moonpig.com

Morrisons

MusicMagpie

New Balance

New Look

Next

Nike

Oliver Bonas

Pandora

Paperchase

Poundland

Primark

River Island

Robert Dyas

Sainsbury’s

Selfridges

Superdrug

Swarovski

Tesco

The Body Shop

The Perfume Shop

The Range

The Works

Tiffany & Co

TK Maxx

Very.co.uk

Waitrose

Waterstones

WH Smith

Wilko

Zara

Table of Contents

Table of Contents

THE KEY FINDINGS

Mother’s Day spend significantly impacted by the outbreak of COVID-19

Supermarkets dominate as consumers merge gifting purchases with grocery shopping

Consumers expected to make more effort in 2021 due to missed celebrations this year

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 in choices

Mother’s Day statements

Retailer selection

Retailer ratings – grocers

Retailer ratings – non-food retailers

FOOD & DRINK

Key findings

Retailer selection

Channel usage

Store type

Device usage

Fulfilment

Retailer used

Spending

Buying dynamics

GIFTS

Key findings

Retailer selection

Channel usage

Store type

Device usage

Fulfilment

Average spend

Retailer used

Buying dynamics

CARDS & GIFT WRAP

Key findings

Retailer selection

Channel usage

Store type

Device usage

Fulfilment

Average spend

Retailer used

Buying dynamics

METHODOLOGY

Technical details: consumer survey work

List of Tables

List of Tables

Retailer ratings across key measures – grocers, 2020

Retailer ratings across key measures – non-food retailers, 2020

Top 10 retailers shopped at for food & drink, 2020 ppt change on 2019

Products purchased – cakes/chocolate/biscuits, 2019 & 2020

Products purchased – fresh meat, 2019 & 2020

Products purchased – fruit & vegetables, 2019 & 2020

Products purchased – delicatessen products, 2019 & 2020

Products purchased – fish, 2019 & 2020

Products purchased – ready meals, 2019 & 2020

Products purchased – alcoholic drinks, 2019 & 2020

Products purchased – non-alcoholic drinks, 2019 & 2020

Top 10 retailers shopped at for gifts, 2020 ppt change on 2019

Products purchased – food & drink gifts, 2019 & 2020

Retailers used – food & drink gifts, 2019 & 2020

Products purchased – flower & plant gifts, 2019 & 2020

Retailers used – flower & plant gifts, 2019 & 2020

Products purchased – beauty gifts, 2019 & 2020

Retailers used – beauty gifts, 2019 & 2020

Products purchased – fine jewellery & watch gifts, 2019 & 2020

Retailers used – fine jewellery & watch gifts, 2019 & 2020

Products purchased – clothing gifts, 2019 & 2020

Retailers used – clothing gifts, 2019 & 2020

Products purchased – homeware gifts, 2019 & 2020

Retailers used – homeware gifts, 2019 & 2020

Products purchased – accessories & footwear gifts, 2019 & 2020

Retailers used – accessories & footwear gifts, 2019 & 2020

Products purchased – vouchers & money gifts, 2019 & 2020

Products purchased – experience gifts, 2019 & 2020

Products purchased – entertainment gifts, 2019 & 2020

Retailers used – entertainment gifts, 2019 & 2020

Products purchased – book gifts, 2019 & 2020

Retailers used – book gifts, 2019 & 2020

Products purchased – electrical gifts, 2019 & 2020

Retailers used – electrical gifts 2019 & 2020

Products purchased – stationery gifts, 2019 & 2020

Retailers used – stationery gifts, 2019 & 2020

Products purchased – sport gifts, 2019 & 2020

Retailers used – sport gifts, 2019 & 2020

Products purchased – DIY & gardening gifts, 2019 & 2020

Retailers used – DIY & gardening gifts, 2019 & 2020

Top 10 retailers shopped at for cards & gift wrap, 2020 ppt change on 2019

Products purchased – cards, 2019 & 2020

Retailers used – cards, 2019 & 2020

Products purchased – gift wrap & accessories, 2019 & 2020

Retailers used – gift wrap & accessories, 2019 & 2020

List of Figures

List of Figures

Mother’s Day 2020 retail shopper penetration (by demographic and by region) & 2019 retail shopper penetration

Financial wellbeing compared to last year, 2019 & 2020

How consumers financed Mother’s day spending, 2019 & 2020

Mother’s Day spending compared to last year, 2019 & 2020

Who consumers bought Mother’s Day gifts for, 2020

Mother’s Day activities undertaken, 2019 & 2020

Mother’s Day dining in choices, 2019 & 2020

Agreement statements about Mother’s Day, 2020

Retailers that did the best job of promoting Mother’s Day, 2020, and ppt change on 2019

What’s driving retailer selection (food & drink), 2020, and ppt change on 2019

Consumers using each channel for purchasing food & drink (browsed & purchased), 2020

Consumers using each store type for purchasing food & drink (browsed & purchased), 2020

Consumers using each device for purchasing food & drink (browsed & purchased), 2020

Fulfilment options for food & drink purchases made online, 2019 & 2020

Top 10 retailers shopped at for food & drink, 2019 & 2020

Food & drink spend, by retailer and by average, 2020, and change on 2019

Mother’s Day 2020 food & drink penetration (by demographic) & 2019 food & drink penetration

Mother’s Day 2020 cakes/chocolates/biscuits penetration (by demographic) & 2019 cakes/chocolates/biscuits penetration

Mother’s Day 2020 fresh meat penetration (by demographic) & 2019 fresh meat penetration

Mother’s Day 2020 fruit & vegetables penetration (by demographic) & 2019 fruit & vegetables penetration

Mother’s Day 2020 delicatessen products penetration (by demographic) & 2019 delicatessen products penetration

Mother’s Day 2020 fish penetration (by demographic) & 2019 fish penetration

Mother’s Day 2020 ready meals penetration (by demographic) & 2019 ready meals penetration

Mother’s Day 2020 alcoholic drinks penetration (by demographic) & 2019 alcoholic drinks penetration

Mother’s Day 2020 non-alcoholic drinks penetration (by demographic) & 2019 non-alcoholic drinks penetration

Planned/impulse purchases (overall food & drink), 2019 & 2020

Planned/impulse purchases (food & drink categories), 2019 & 2020

What’s driving retailer selection (gifts), 2020, and ppt change on 2019

Consumers using each channel for purchasing gifts (browsed & purchased), 2020

Consumers using each store type for purchasing gifts (browsed & purchased), 2020

Consumers using each device for purchasing gifts (browsed & purchased), 2020

Fulfilment options for gifts purchases made online, 2019 & 2020

Average spend on gifting categories, 2020, and change on 2019

Top 10 retailers shopped at for gifts, 2019 & 2020

Mother’s Day 2020 gift penetration (by demographic) & 2019 gift penetration

Mother’s Day 2020 food & drink gifts penetration (by demographic) & 2019 food & drink gifts penetration

Mother’s Day 2020 flowers & plants penetration (by demographic) & 2019 flowers & plants penetration

Mother’s Day 2020 beauty penetration (by demographic) & 2019 beauty penetration

Mother’s Day 2020 fine jewellery & watches penetration (by demographic) & 2019 fine jewellery & watches penetration

Mother’s Day 2020 clothing penetration (by demographic) & 2019 clothing penetration

Mother’s Day 2020 homewares penetration (by demographic) & 2019 homewares penetration

Mother’s Day 2020 accessories & footwear penetration (by demographic) & 2019 accessories & footwear penetration

Mother’s Day 2020 vouchers & money penetration (by demographic) & 2019 vouchers & money penetration

Mother’s Day 2020 experiences penetration (by demographic) & 2019 experiences penetration

Mother’s Day 2020 entertainment penetration (by demographic) & 2019 entertainment penetration

Mother’s Day 2020 books penetration (by demographic) & 2019 books penetration

Mother’s Day 2020 electricals penetration (by demographic) & 2019 electricals penetration

Mother’s Day 2020 stationery penetration (by demographic) & 2019 stationery penetration

Mother’s Day 2020 sport penetration (by demographic) & 2019 sport penetration

Mother’s Day 2020 DIY & gardening penetration (by demographic) & 2019 DIY & gardening penetration

Planned/impulse purchases (overall gifts), 2019 & 2020

Planned/impulse purchases (gift categories), 2019 & 2020

Personalisation (overall gifts), 2019 & 2020

Personalisation (gift categories), 2019 & 2020

What’s driving retailer selection (cards & gift wrap), 2020, and ppt change on 2019

Consumers using each channel for purchasing cards & gift wrap (browsed & purchased), 2020

Consumers using each store type for purchasing cards & gift wrap (browsed & purchased), 2020

Consumers using each device for purchasing cards & gift wrap (browsed & purchased), 2020

Fulfilment options for cards & gift wrap purchases made online, 2019 & 2020

Average spend on card & gift wrap items, 2020, and change on 2019

Top 10 retailers shopped at for cards & gift wrap, 2019 & 2020

Mother’s Day 2020 cards & gift wrap penetration (by demographic) & 2019 cards & gift wrap penetration

Mother’s Day 2020 cards penetration (by demographic) & 2019 cards penetration

Mother’s Day 2020 gift wrap & accessories penetration (by demographic) & 2019 gift wrap & accessories penetration

Planned/impulse purchases (overall cards & gift wrap), 2019 & 2020

Planned/impulse purchases (cards & gift wrap categories), 2019 & 2020

    Pricing

Discounts available for multiple purchases.

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