Retail spending for Mother’s Day is forecast to reach £18bn in 2026 – up 15% year-on-year – according to new research by retail and shopper marketing agency Savvy.
Based on a survey of 1,000 UK shoppers, the findings suggest that this growth reflects both the scale of participation in the occasion and a continued shift towards more premium and experiential ways of celebrating.
Savvy’s insight director Alastair Lockhart said: “65% of shoppers expect to celebrate Mother’s Day in 2026, rising sharply to 88% among households with children. This makes the occasion one of the most widely celebrated gifting events in the retail calendar after Christmas and Easter. A notable trend has been the continued shift towards celebrating at home.”
He added that seven in 10 shoppers expect to have a meal at home for the occasion, driven by the rising cost of eating and drinking out. Continued innovation in Mother’s Day meal deals is also supporting this trend.
Food and drink retail sales are well placed to benefit, with premiumisation a key theme. Some 61% of shoppers said they plan to buy more upscale food or drink for Mother’s Day (up from 51% in 2025) and 56% expect to spend more than they would on a typical gift occasion.
Beauty and jewellery are also expected to perform well, as shoppers look for more considered or higher-value gifts. Personalisation remains popular, with 58% of shoppers planning to buy a customised gift.
Retailers appear to be performing well when it comes to providing gift ideas. Almost two-thirds (65%) of UK shoppers said that Mother’s Day ranges in shops feel inspiring. However, 63% of shoppers said they would spend more if even more interesting gift options were available.
Social media continues to play a role in discovery, with 52% of shoppers spotting gift ideas on these platforms and 35% saying that it influences what they buy. Short-form video content such as TikTok or Instagram reels influences 34% of shoppers overall. One in three shoppers (33%) expect to use an AI tool such as ChatGPT or Gemini for gift ideas or inspiration, rising to 60% among households with young families.
When asked what they would most like to see from retailers, shoppers highlighted several practical opportunities. Dedicated Mother’s Day displays and gift bundles were requested most often (73%), followed by loyalty card pricing (70%), limited-edition products (68%), meal deals (66%), and personalisation options (66%).
