Flowwow, a global gifting marketplace for local shops in 40+ countries, has reported a surge in consumer spending as Brits gear up for Mother’s Day 2025. With a projected £2.4 billion set to be spent on gifts — a 5% rise from 2024 — the holiday continues to gain popularity, with consumer trends reflecting an increasing desire for personalised and eco-conscious presents. As these preferences evolve, the competition in the e-gifting market is intensifying, with traditional stores, niche platforms, and super-apps vying for a share of the growing demand.
How are Brits shopping for Mother’s Day gifts in 2025?
More than 62% of Brits plan to celebrate Mother’s Day in 2025. Consumers in the UK began considering gifts as early as January 26, with interest gradually growing. Gifts for Mother’s Day are most commonly searched for by residents of England and Scotland, while Wales and Northern Ireland show less demand.
According to a study, 46% of Brits prefer giving an experience rather than a physical gift for Mother’s Day. At the same time, 41% of consumers planning to buy a gift will stick to a budget of under £20. The most popular gifts remain greeting cards, with 43% of mothers saying they’d like to receive one. This is followed by flowers (39%), going out for a meal (34%), and something handmade (28%). Nearly a fifth of shoppers intend to purchase clothing (19%) or jewellery (21%). This growing variety of preferences indicates that retailers should cater to different price points to meet consumer demands. Additionally, 53% of shoppers plan to purchase personalised gifts, reflecting a shift towards unique and meaningful products. At the same time, 61% are seeking eco-friendly and sustainable gift options, confirming the growing trend towards responsible consumption.
Around 62% of Brits plan to order gifts online, continuing the growth of the e-gifting market within the broader e-commerce sector. In 2024, consumers were actively ordering same-day flower delivery, a trend that is set to strengthen. Fast delivery is becoming a key factor in gift selection, especially in the final weeks before the holiday. By 2025, demand for same-day delivery will increase even further, with retailers using this advantage to attract new customers.
A key trend in major multicultural cities like London, Birmingham, Leeds, Glasgow, Sheffield, Manchester, and Liverpool is the adaptation of gifts to cater to the cultural and social characteristics of various population groups, including the large expat community. Besides Mother’s Day, other important holidays such as Eid-al-Fitr (one of the most important holidays for the English Muslim community.) and Easter coincide during this period, creating synergy in purchasing patterns and an interest in seasonal offerings. Retailers that offer not only traditional Mother’s Day gifts but also culturally adapted options for ethnic and socio-cultural groups gain access to new market segments. This allows them to broaden their audience and create additional touchpoints with customers, enhancing their competitiveness.
How is competition shaping the UK gift market?
The UK gift market shows strong growth and is expected to reach USD 7.43 billion by 2031, with a compound annual growth rate (CAGR) of 6.8%. Overall, the gift segment is valued at £9.3 billion in 2024, though some sources estimate its size at up to £500 billion. Key growth drivers include steady demand for gifts across various occasions and the expansion of e-commerce, offering a wide range of products and shopping convenience.
The online gifting market is becoming increasingly competitive. While it was once dominated by single-brand and niche platforms such as Interflora, Flowwow, Moonpig and Bloom & Wild, large universal marketplaces and super-apps, such as Amazon, Glovo, Uber Eats, Deliveroo, and Marks & Spencer’s, have now entered the fray. These new players in the e-gifting market leverage their advantages: well-established logistics, strong branding, and large customer bases, to offer faster and more diverse solutions to consumers.
The rise in competition in the gift segment is leading to an improved customer experience: expanded product ranges, reduced prices, and better logistics. However, this may also result in market consolidation, where smaller players, unable to compete with larger platforms, may be forced to either merge or leave the market. This could reduce the variety of offerings and lead to the dominance of larger players.
As Slava Bogan, CEO and co-founder of Flowwow, notes: “Amid growing competition, niche platforms continue to attract customers with unique offerings, flexibility, and the ability to adapt quickly to changing market demands, which keeps us competitive even in the face of larger players’ dominance.”
Niche platforms maintain competitive advantages by offering unique assortments and personalisation, flexibly adapting to customer needs, and providing one-of-a-kind products that are hard to find on mass-market platforms.
