Celebrate Mum: Your guide to Mother’s Day audiences

Mother’s Day is one of the UK’s most significant seasonal retail moments, with 70% of consumers expected to celebrate in 2025. With total spending projected to reach £1.4 billion^[1], it rivals Valentine’s Day and Easter as a major occasion for retailers and advertisers. Gifts, flowers, and dining experiences remain core categories, but experiential gifting and personalised products continue to gain popularity, creating an opportunity for brands to diversify their campaigns.

From small boutiques to major supermarkets, brands are investing heavily in Mother’s Day campaigns to win consumer attention. The question is, how can media planners ensure they’re reaching the right audience at the right time, and how can data-driven insights make these campaigns even more effective?

Why Mother’s Day is a key retail moment for UK advertisers

In the UK, we don’t hesitate in spending for Mother’s Day, with consumers spending approximately 2.5x as much on the traditional Mother’s Day gifts like flowers and chocolates.

Our Spend Insights found that florists are the biggest winners, where spending can increase by 5x the typical amounts spent. Showing that flowers are the go-to gift at Mother’s Day, with sales at florists hitting its highest throughout the whole year.

But is the spending consistent across the UK?

Increase in spend by region

Spending patterns for Mother’s Day vary significantly across the UK. Analysis of retail sales in key gifting categories—such as florists, confectionery, and gifting retailers—shows that Wales experiences the largest uplift, with sales increasing 2.6 times compared to the average spend over the three weeks prior. The Southwest and East Anglia follow closely behind. In contrast, London sees the smallest increase, with spending reaching only 2.3 times the usual amount in these categories.

Increase in spend by postal sector

A more detailed look at spending within retailers across key Mother’s Day categories highlights even sharper contrasts at the postal sector level. Halifax sees the biggest increase in sales across florists, confectionery, and gifting retailers in the week leading up to Mother’s Day, compared to the average spend over the three weeks before. Meanwhile, Central London postcodes experience a more modest uplift, with sales in these categories rising by just 1.9 times.

This analysis highlights the value of a more strategic, data-driven approach to Mother’s Day campaigns. Consumer spending varies not just by sentiment but by region, local shopping behaviours, and category preferences. By analysing spend patterns, advertisers can build custom audiences tailored to specific purchasing behaviours – ensuring their campaigns reach the right consumers in the right locations.

Alternatively, syndicated audiences, like those presented in our latest guide, provide an effective way to target and activate campaigns. Whether building bespoke segments or leveraging syndicated audiences, data-driven insights help brands connect with the right consumers at the right time, ensuring their campaigns drive meaningful engagement during this key retail moment.

How brands are leveraging Mother’s Day for campaign activations

In recent years, we’ve seen a shift in Mother’s Day campaigns towards more inclusive and emotionally resonant messaging. Retailers are increasingly moving beyond traditional depictions of motherhood to celebrate all forms of maternal love. Campaigns now often focus on themes like “for every mum”, acknowledging that the day can be meaningful for biological mothers, stepmothers, guardians, or any nurturing figure in someone’s life.

Messaging has also become more personal and heartfelt, with brands tapping into emotional storytelling to build stronger connections with their audiences. Whether it’s through heartfelt video content, real-life testimonials, or creative use of digital channels, these campaigns aim to resonate with consumers on a deeper level by recognising the unique relationships we have with the mother figures in our lives.

Retailers and brands are also broadening their approach to gifts and experiences. Supermarkets are promoting a mix of affordable flowers, chocolates, and pamper sets, while luxury brands are offering personalised gifts or premium experiences like spa days and afternoon teas. The variety of offerings means there’s something for everyone, and successful campaigns are those that use tailored messaging to speak to different audience segments.

The key to these campaigns is relevance. By understanding the motivations, values, and spending habits of their audience, brands can ensure their messaging feels personal and timely. This is where data-driven insights become invaluable for media planners.

How media planners can prepare for Mother’s Day

With competition for ad space increasing around key seasonal moments, it’s essential that media planners take a proactive approach to campaign planning. Here are three key considerations for getting your Mother’s Day campaigns right: