Mother’s Day 2021 Analysis


Last year’s Mother’s Day was like no other. With the UK under lockdown restrictions, celebrating in the traditional sense was not on the cards. Like other pandemic purchasing, consumers turned to online delivery companies to show their love to Mum.

Using our unique capability to analyse macro audiences our data analysts looked at the trends from Mother’s Day 2021 based on billions of data points from an audience of 20 million UK mobile users, to show which merchants and categories bloomed for Mother’s Day gifting in 2021.

Choc-Choc Letterbox Delivery

Lots of chocolate retailers branched out to letterbox gifting during the pandemic. The traditional Mother’s Day gift of a box of chocolates was the clear winner of Mother’s Day 2021, albeit not delivered in-person. Thorntons was the clear category winner (ahead of Hotel Chocolat and Lindt), showing a huge increase in online traffic. 

The analysis shows that brand value leveraged at the right peak time can produce incredible results. The retailer announced just the day after Mother’s Day 2021 that it was closing all 61 physical stores to become an online-first retailer, so we’re eager to analyse the data this year to see if that decision has paid off.

Old School Flowers Flourished 

The winners of floral deliveries were some of the lesser known retailers in the category, with Interflora trailing. Bloom & Wild’s letterbox delivery was a winner at 1.1x uplift, while the lesser known Prestige Flowers saw a 1.0x increase ahead of Waitrose at 0.8x.

Challenger Card Brands Dominated

With lockdowns happening card companies had seen increases throughout the pandemic. The Mother’s Day period again saw challenger brands beating more established names, with Funky Pigeon and Moonpig not seeing the somewhat anticipated traffic increase. Brands that showed notable traffic increase included Snapfish (1.3x), Cardfactory (1.1x) and Getting Personal (0.8x)

Original Gifting

Unsurprisingly original gifting was a popular way for Brits to send their love to mum. Unique gift marketplace Etsy performed well with a 1.4x increase, followed by Not on the High Street and unique specialist cooking ingredient retailer Sous Chef.

Who’ll win out in 2022?

With the pandemic less of an issue we’re still not anticipating a ‘return to normal’. The popularity of these brands in 2021 has proved online ordering is now the new norm. Plus those with elderly parents could still be reluctant to meet for gatherings and celebrations. It would be a considered estimate to presume this year will look similar to last, with consumers seeking out similar online gifting..

We’ll be using our unique insight into the mobile network data of 20m+ UK adults, to analyse the behaviours of the gifting market over Mother’s Day 2022 and will let you know the brands British consumers love. 

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