UK retail spending for Mother’s Day is forecast to reach £18bn in 2026, as shoppers increasingly opt for premium food, drink and personalised gifts to mark the occasion.
New research from shopper marketing agency Savvy Marketing suggests spending will rise by around 15 per cent year on year, driven by high levels of participation and a growing preference for more “considered and experiential celebrations”.
The survey of 1,000 UK consumers found that 65 per cent of shoppers expect to celebrate Mother’s Day this year, rising to 88 per cent among households with children. This places the occasion among the most widely observed retail events of the year, behind only Christmas and Easter.
Premium food and drink spending rises
Food and drink retailers look set to benefit most from the occasion. Some 61 per cent of shoppers said they plan to buy more upscale food or drink for Mother’s Day this year, up from 51 per cent in 2025.
Meanwhile, 56 per cent expect to spend more than they would on a typical gifting occasion.
Alcohol sales are also expected to benefit from both gifting demand and at-home celebrations, while the expanding low and no alcohol category could see a boost as innovation continues across the segment.
Selective premium gifting is also expected to perform strongly, particularly in categories such as beauty and jewellery, as shoppers opt for more meaningful or higher-value presents.
Personalisation remains another key trend, with 58 per cent of shoppers planning to buy a customised gift.
Chocolate, however, may experience softer growth compared with other categories. While HFSS regulations are unlikely to significantly affect Mother’s Day purchasing behaviour, factors such as inflation and changing health habits could temper demand in some households.
Social media and AI shaping gift discovery
Retailers appear to be performing relatively well when it comes to inspiring shoppers, with 65 per cent saying Mother’s Day ranges in stores feel engaging.
However, there remains clear potential to unlock further spending. Nearly two thirds of shoppers (63 per cent) said they would spend more if more interesting or innovative gift options were available.
Digital platforms are also playing an increasingly important role in shaping purchasing decisions.
More than half of shoppers (52 per cent) said they had discovered Mother’s Day gift ideas through social media, while 35 per cent said these platforms influenced what they ultimately purchased.
Short-form video content on platforms such as TikTok and Instagram influenced 34 per cent of shoppers overall, rising to 57 per cent among households with young children.
AI tools are also beginning to shape shopping behaviour. One in three shoppers (33 per cent) said they plan to use AI tools such as ChatGPT or Gemini for gift inspiration, climbing to 60 per cent among younger families.
Retailers urged to focus on inspiration and convenience
The research also highlights several areas where retailers could further capitalise on the event.
Dedicated Mother’s Day displays and curated gift bundles were the most requested initiatives, cited by 73 per cent of shoppers. Loyalty pricing was also popular, appealing to 70 per cent of respondents.
Limited-edition products (68 per cent), meal deals (66 per cent) and personalisation options (66 per cent) also ranked highly among the features shoppers said would encourage them to spend more.
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