The average spend goes from £25 to £35 if you get it wrong
Many people leave Mother’s Day preparations until the last minute and often compensate by spending more rather than saying more, experts say. A new study by Bloom & Wild, which follows the analysis of more than half a million gift card messages across two years, fpound one in ten people don’t buy a Mother’s Day gift until the day itself.
The data shows those who plan earlier spend less. A third of customers placing their orders more than a month in advance spemd under £25, while five days before Mother’s Day the average spend is £35.
Order values increase by 7.5% in the final days, suggesting shoppers may spend more when time is short. On average, women secure their Mother’s Day flowers eight days in advance, while orders from men surge dramatically within the final 72 hours before the day itself.
Aron Gelbard, Co-Founder & CEO of Bloom & Wild said: “Mother’s Day is one of the most emotionally meaningful occasions of the year, and what our data shows is that effort doesn’t always look the way people expect… For some customers, effort shows up in planning ahead and writing something heartfelt. For others, it’s making sure something special arrives even if life gets busy and the order happens last minute.
“During our peak ordering window — typically the Wednesday or Thursday before Mother’s Day — we expect to sell a gift every second.”
Dr Ines Branco-Illodo, Doctor of Philosophy and Consumer Researcher, said: “The gifts people remember are not always the biggest or most expensive. Sometimes, the time, money, or personal effort behind a gift goes unnoticed. Research shows that the most special gifts are those that show empathy for someone else’s emotions, provide support and care, and enhance psychological well-being for both the giver and the recipient.
“Through customised messages and using storytelling, gifts become more personal and gain sentimental value. Writing a thoughtful message requires people to pause and articulate what someone means to them and the recipient, which is a very different type of effort than simply spending more money.
“What this data suggests is that emotional investment is often communicated through words and planning , not just the price tag.”
Dr Branco-Illodo added: “A card can turn a simple gift into a lasting memory, strengthening emotional connection with the recipient by expressing attentiveness and care. Personal messages that reference genuine emotion, a shared experience, a meaningful moment, or something to look forward to in the future can make the gift something people will remember and cherish.”
“Even a short, meaningful message can significantly increase the emotional impact of a gift because it signals thoughtfulness and personal attention.”
