Mums Lead UK Gift Economy with High Card and Gift Volumes
During the 'Mother's Day fortnight', a bespoke card is created for a mum every single second, according to data from the UK's largest online card retailer, Moonpig. This surge in activity highlights the central role mothers play in the nation's gift-giving culture.
Card and Gift Statistics Show Mums' Dominance
Moonpig's analysis indicates that 85 per cent more cards are sent for Mother's Day compared to Valentine's Day, while flower deliveries to mothers are two-and-a-half times higher than those to romantic partners. Beyond the annual celebration, one in every four cards posted by the retailer each year is delivered to mothers, doubling the number sent to fathers.
Separate research commissioned by Moonpig, involving 2,000 adults, found that mums are not only recipients but also key purchasers. On average, mums send 13 cards and 15 gifts to loved ones annually, totalling 346 million cards and 395 million gifts across the UK.
Mums as Crucial Connectors in Gift Economy
More than a quarter of these purchases—27 per cent of cards and 29 per cent of gifts—are bought by mums on behalf of others, underscoring their role in maintaining appreciation within families and social circles. Rachael Halliday, spokesperson for Moonpig, commented, "Mums are the biggest drivers of the UK's gift economy, connecting families and friends for occasions from birthdays to anniversaries."
She added, "This 'love burden' is rewarded, as people are more inclined to show appreciation to mums than any other person in their lives."
Expanding Definitions of Motherhood
The celebration extends beyond biological mothers, with step mums, godmothers, and even pet mums featuring prominently in orders. Research supports this trend, revealing that 22 per cent of respondents rely on a wider circle of maternal figures, including:
- Mothers-in-law (16 per cent)
- Grandmas (10 per cent)
- Unrelated 'aunties' (6 per cent)
- Work mentors (5 per cent)
- Mum of the friendship group (4 per cent)
These figures fulfill specific roles, such as confidantes for delicate matters like dating lives, with 27 per cent preferring a 'work mum' and 17 per cent turning to an unrelated 'auntie'.
Last-Minute Purchases and Apology Trends
Despite high appreciation, Moonpig's data shows a quarter of card buyers wait until the final 48 hours before Mother's Day to make a purchase. Additionally, 11 times more 'sorry' cards are sent to mums in March than in any other month, indicating forgetfulness among some.
Chocolate as a Popular Gift Choice
Chocolate emerges as the most commonly gifted item annually, with 41 tonnes sent—equivalent to the weight of a blue whale. Half of this amount is delivered to mums specifically for Mother's Day, highlighting the sweet treat's popularity.
Valued Traits in Mother Figures
The research identified key traits valued in mother figures, including:
- Great listener
- A calming presence
- Shoulder to cry on
- Calm in a crisis
- Voice of reason
- Emotional rock
- Immediately trustworthy
- Nurturer
- Protector of loved ones
- Problem-solver
Rachael Halliday concluded, "Our data reflects the evolving nature of motherhood in the UK. A personalised card or thoughtful gift is more than a token—it keeps love and connections alive, even from a distance."
