New data suggests a significant opportunity for businesses to connect with their audiences during the expected surge in consumer spending and engagement surrounding Mother’s Day in the UK on Sunday 30 March.
According to Mintel, UK spending reached a staggering £1.6 billion in 2024, alongside a 74% year-over-year (YoY) increase in “Mother’s Day Gift” Google searches, showcasing the growing desire to celebrate and honour the important women in people’s lives.
Today, Google Retail has released the latest Search Trends consumer report highlighting the importance of this critical period for UK retailers to drive sales and connect with their customers.
Sophie Neary, managing director of retail and consumer goods at Google, comments: “Let’s talk about the most important date in the calendar for the women who raised us, cheered us on, and probably still tell us to wear a coat: Mother’s Day.
“Whether you want to show appreciation for a grandmother, Godmother, friend, aunt, expectant or grieving mother, or your good old mum, this week always demonstrates a strong consumer desire for heartfelt comfort and celebration.
“Cultural moments like these transcend transactions. While consumers might be mindful of their spending, this report demonstrates that they still seek meaningful ways to mark the moment, whether through personalised gifting, convenient meal solutions, or inspiring experiences.
GOOGLE SEARCH TRENDS LATEST REPORT REVEALS KEY INSIGHTS FOR BRANDS:
As of Monday 17 March:
The UK is the #2 country worldwide searching for Gifts, after Nigeria, and the #2 country searching for Hamper, after Indonesia
Over the past 7 days, the UK is searching for Experience Gifts more than any other country globally.
Top trending retailers searched with Mother’s Day 2025:
Harrods
Pandora
M&S
Tesco
Etsy
Top trending Mother’s Day gift searches 2025
Birthstone necklace
Slippers
Flowers
Beauty gift sets
Personalised planter
Year on Year insights (comparing week preceding and including Mother’s Day 2024 vs 2023):
Classic gift searches remain popular
Flower bouquet’ searches up +6%
‘Chocolate’ searches up +12%
‘Stuffed toys’ grew by +14%
‘Gift card’ grew by +5%
Personalised Celebrations Drive Engagement:
Increased in recipe searches: ‘Mother’s Day meals’ searches grew +20%
In the week preceding and week of Mother’s Day (compared to the two weeks before)
searches for “mother’s day lunch ideas” surged +300%
“mothers day cake recipe” up +250%
“mother’s day breakfast ideas” up +200%
Pamper Power during Mother’s Day week:
Beauty & Fitness +12%
Face & Body Care +9%
Skin & Nail Care +15%
Makeup +6%
Spas +15%
Fashion Finds experience a consistent interest in apparel and accessories:
“Women’s Handbags” grew by a massive +170% last year
“Women’s shoes” grew by 6%
‘Bracelet’ searches grew by +5% during Mother’s Day
Delivery Dash: Expect last minute gifters looking for delivery and near me services:
+17% growth in “Gift delivery” searches during the period
“Next day gift delivery” grew by +19%
“Local florist” grew by +40%
Insights based on ‘rising terms’ (3/3/24 – 3/16/24, United Kingdom, compared to two weeks Prior)
Grocer brands to expect personalised experience and convenience driven by Meal Deal demand:
“Mothers day chocolates” up 170%
“Mother’s day biscuits” both up 200%
“M&S mother’s day afternoon tea” up 80%
Searches for “M&S mother’s day meal deal” and “mother’s day meal deal” skyrocketed by 750%
“Tesco mother’s day meal deal” increased by 180%
“Morrisons meal deal” and “coop meal deal” both rose by 70%
General meal deal interest is high, with “M&S meal deals” up 200% and “Tesco meal deal options” up 140%, highlighting a clear preference for easy, ready-made solutions across various grocery retailers.
Neary, concludes: “The changing shopping and consumer landscape can be an overwhelming experience for shoppers and brands at peak moments like Mother’s Day.
“With Search Trends helping to keep consumer needs and experiences top of mind, there’s an opportunity for brands to use AI to proactively help shoppers simplify their journeys.
“Retailers should ensure a strong online and offline presence with seamless delivery options to meet diverse consumer needs. Optimising for ‘near me’ and ‘local’ searches to capture last-minute shoppers – we’ve all been there after all – will give brands a real opportunity to take the panic out of buying.
“YouTube continues to operate as an inspiration hub, with Mother’s Day audiences actively engaging with beauty, fashion, home, and childcare content, making it a crucial platform to ensure that your brand is at the heart of their memories through curated campaigns that capture their hearts, ultimately boosting sales and the UK economy.”
