Britain’s biggest Mother’s Day spenders leave it latest

Despite knowing that the date comes around every year, many Brits still leave Mother’s Day preparations until the last minute – and often compensate by spending more rather than saying more.  

A new study by Bloom & Wild, which follows the analysis of more than half a million anonymised gift card messages across two years – alongside national survey data – reveals the ‘emotional economics’ of Mother’s Day: where emotional effort often shows up in planning ahead and writing thoughtful messages rather than spending more money.   

Seven in ten (70%) admit to usually purchasing gifts and/or a card for Mother’s Day within a week of the day itself, including almost 1 in 10 (8%) who leave it until the day.

Ros spoke to Dr Ines Branco Illodo, doctor of philosophy & consumer researcher.

Photo by Colin Watts on Unsplash