UK Mother's Day spend to hit GBP £2.52bn as men splurge

UK shoppers are forecast to spend GBP £2.52 billion on Mother's Day gifts, cards and flowers this year, with men expected to outspend women on average, according to research from delivery specialist Parcelhero.

Total spending is expected to rise 5% from last year as more consumers plan to buy across traditional categories such as greeting cards and flowers, as well as meals out and paid-for experiences.

Parcelhero's survey suggests those spending on the occasion expect to spend an average of GBP £131. Men plan to spend an average of GBP £152, compared with GBP £109 for women. Sons are also expected to spend 40% more than daughters on gifts, flowers, cards and meals out.

These expectations matter for retailers and logistics providers because Mother's Day is a predictable peak in demand for small, time-sensitive deliveries. Demand spans letter post, parcel networks and local courier services, particularly for flowers, chocolates and last-minute gifting.

What people buy

Planned purchases remain familiar. Greeting cards top the list, with 72% of shoppers intending to send one, followed by flowers at 68%.

Experiences rank next, with 49% planning special outings and activities. Chocolate follows at 41%. Other planned purchases include house plants (24%), jewellery (24%), and vouchers or gift cards (20%).

Experiences are taking a larger share of Mother's Day spending, reflecting a broader shift towards dining and leisure. Parcelhero highlighted cream teas, spa days and wine tastings among the options respondents are choosing.

High Street shopping still has a slight edge: 52% of respondents plan to buy gifts, flowers and cards in stores, compared with 46% online. Parcelhero described this as a two-percentage point increase in online spending from last year.

The in-store/online split is likely to shape pressure points in the final days before Mother's Day. Store purchases concentrate demand on local retail staffing and stock availability, while online buying increases the load on fulfilment and carrier networks, especially for next-day services.

Last-minute effect

Late purchasing can influence both average spend and the product mix. Parcelhero pointed to Mintel research showing 62% of women buy gifts in good time, compared with 57% of men.

Men's higher average spend may be linked to rushed decisions that favour higher-priced items, premium bouquets, or same-day and next-day delivery. Those options add cost and often concentrate demand into narrow windows that are harder for carriers to manage.

A separate survey cited by Parcelhero found shoppers plan to spend an average of GBP £18.30 more this year than last year. Parcelhero projected overall market growth of 5%, while noting the average spend figure reflects the intentions of survey participants.

Social media cues

Gift discovery continues to shift online, particularly among younger adults. According to Parcelhero, adults aged up to 29 are more likely to get Mother's Day gifting ideas from social media.

It also cited research by marketing agency Savvy, which found 40% of Mother's Day shoppers turned to social media first for ideas last year, and 39% expected to buy something they had seen on social platforms. The trend was reported as more prominent among younger shoppers.

At the same time, conventional Mother's Day purchases still dominate. Parcelhero cited Barclays research showing that last year 14.5% more flowers were bought for Mother's Day than on Valentine's Day, underlining the continued importance of florists and grocery flower departments.

Parcelhero also listed other popular gift ideas, including candles, luxury toiletries, bath sets, engraved jewellery, wine hampers, books, scarves and gardening tools.

International timing

Different Mother's Day dates across markets can affect cross-border sending and delivery planning. Parcelhero noted that the UK marks the event in March, while many countries follow the US custom of celebrating in May.

For international gifting, this variation creates two distinct peaks rather than one, depending on the recipient's location and the sender's intent. It also changes the urgency for overseas deliveries and may influence whether consumers choose expedited shipping or locally fulfilled options.

David Jinks, Head of Consumer Research at Parcelhero, said:

"Sons are planning to spend 40% more on gifts, flowers, cards and meals out than daughters this year. Overall, those UK adults who are spending money on their mums will lavish an average of £131. Men plan to spend an average of £152 and women an average of £109."