UK Mother's Day Spending Expected to Reach £18bn, Driven by Premium Gifting

UK retail spending for Mother's Day is forecast to reach £18 billion in 2026, a rise of around 15 per cent year on year, according to new research from shopper marketing agency Savvy Marketing. The findings, drawn from a survey of 1,000 representative UK shoppers, point to premiumisation and experiential celebrating as the primary forces behind the surge, with food and drink, beauty, jewellery and personalised gifts all expected to outperform.

Participation is near universal among families. Some 65 per cent of shoppers expect to celebrate the occasion this year, a figure that climbs to 88 per cent among households with children. Savvy's Insight Director, Alastair Lockhart, placed the occasion firmly in the top tier of the retail calendar: "This makes the occasion one of the most widely celebrated gifting events in the retail calendar, after Christmas and Easter."

The premiumisation trend is most visible in food and drink. Some 61 per cent of shoppers said they plan to buy more upscale food or drink for Mother's Day this year, up sharply from 51 per cent in 2025. Meanwhile, 56 per cent expect to spend more than they would on a typical gifting occasion, reinforcing the sense that shoppers are treating 21 March as a moment worth investing in rather than marking with a token purchase.

Much of that spending will happen at home rather than in restaurants. Lockhart noted: "A notable trend of recent years has been the continued shift towards celebrating at home. Our research shows seven in 10 shoppers expected to have a meal at home to celebrate Mother's Day this year, driven by rising prices of eating and drinking out. Continued innovation in Mother's Day meal deal offers from retailers is also driving the trend."

Retailer tactics are clearly resonating with shoppers. Loyalty card pricing was rated important by 70 per cent of respondents, while limited-edition products ranked highly with 68 per cent and meal deals with 66 per cent. Social media is shaping purchase decisions too, with 52 per cent of shoppers sourcing gift ideas on platforms and 35 per cent saying it directly influences what they buy.

Beyond food and drink, beauty and jewellery are expected to outperform as shoppers seek higher-value, considered gifts. Personalisation is also a significant force, with 58 per cent of shoppers planning to buy a customised gift this year. Alcohol stands to benefit from both gifting momentum and at-home celebrations, while non-alcoholic drinks are forecast to see strong growth as flavoured 0% beer and other low and no-alcohol innovations expand the category's appeal.

One category faces a more nuanced outlook. Savvy predicted that chocolate sales could see slightly softer growth this year, attributing the potential drag to the rising use of GLP-1 medications, which may reduce overall household demand for confectionery.

With the occasion now trailing only Christmas and Easter as a retail event, the £18 billion forecast signals that Mother's Day has firmly established itself as a premium gifting moment rather than a last-minute card-and-flowers occasion.