Mother’s Day boom – UK shoppers forecast to hit £18bn in 2026

Retail spending for Mother’s Day is forecast to reach £18bn in 2026 (representing 15 percent growth Year on Year) according to the latest insights from retail and shopper marketing agency, Savvy. Carried out across a representative sample of 1,000 UK shoppers, the findings indicate that growth reflects both the scale of participation in the occasion and a continued shift towards more premium and experiential ways of celebrating.

Mother’s Day is the third most widely celebrated retail calendar event

“65 percent of shoppers expect to celebrate Mother’s Day in 2026, rising sharply to 88 percent among households with children. This makes the occasion one of the most widely celebrated gifting events in the retail calendar – after Christmas and Easter,” commented Savvy’s Insight Director, Alastair Lockhart.

“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.”

Premiumisation driving spending

Food and drink retail sales look particularly well placed to benefit this year and premiumisation remains a clear theme, with 61 percent of shoppers saying they planned to buy more upscale food or drink for Mother’s Day (up from 51 percent in 2025) and 56 percent expected to spend more than they would on a typical gift occasion.

Alcohol sales stand to benefit from both gifting momentum and at-home celebrations also. Non-alcoholic drinks are also likely to see strong performance as the low and no alcohol category continues to expand through innovation and new product development, including flavoured 0 percent beer.

Selective premium gifting also appears set to perform strongly. The research analysis suggested beauty and jewellery are both expected to outperform as shoppers look for more considered or higher-value gifts. Personalisation continues to resonate – 58 percent of shoppers expected to buy a customised gift this year.

Chocolate, in contrast, could see slightly softer growth relative to other categories. While HFSS regulations are unlikely to significantly affect Mother’s Day purchasing, other factors may weigh on demand. Inflation continues to shape spending decisions, while the increasing use of GLP-1 medications could also moderate demand for confectionery in some households.

Inspiration remains key to unlocking spend

Retailers appear to be performing well when it comes to providing gift ideas. Almost two thirds (65 percent) of UK shoppers said that Mother’s Day ranges in shops feels inspiring.

However, there remains further opportunity to unlock additional spending – 63 percent of shoppers said they would spend more if there were more interesting gift options available.

In terms of discovery, social media continues to play a significant role, with 52 percent of shoppers spotting Mother’s Day gift ideas on these platforms and 35 percent saying it influences what they buy (short-form video content such as TikTok or Instagram Reels influenced 34 percent of shoppers overall). Notably, social media channels play a much larger role for younger families. Among shoppers with young children, 57 percent said short-form video content has influenced their Mother’s Day shopping decisions. This suggests platforms such as TikTok and Instagram are becoming increasingly important inspiration sources.

One in three shoppers (33 percent) expect to use an AI tool such as ChatGPT or Gemini for gift ideas or inspiration. Among households with young families, this rises sharply to 60 percent.

What shoppers want from retailers

When asked what they would most like to see from retailers this year, shoppers highlight several practical opportunities. Dedicated Mother’s Day displays and gift bundles were requested the most – each cited by 73 percent of respondents. Loyalty card pricing also resonated strongly, appealing to 70 percent of shoppers. Limited-edition products (68 percent), meal deals (66 percent) and personalisation options (66 percent) also ranked highly.

Image courtesy of Unsplash. Photo credit: Zoe Richardson.