The study of 2,005 British adults, commissioned by the UK's leading independent online florist, Serenata Flowers, reveals that men aged 16-24 are the biggest spenders on Mother's Day, forking out an average of £30.39 on treats for mum. Despite national statistics indicating that men aged 18-21 are some of the most hard-pressed for cash, earning an average of just £391.90 per week1, this demographic is spending £8 more on Mother's Day than the national average, whilst women of the same age spend just £22.09. In total, British adults are set to spend just over £ 1billion on Mother's Day gifts this year, with almost half of this being spent on flowers. Flowers are the most popular Mother's Day gift amongst Brits, according to the research, with 48% of adults saying they would show their appreciation with a pretty bouquet.
Chocolate was the second most popular gift for mums (41%) followed by house plants and jewellery (both 24%) and completing the top five is shopping vouchers or gift cards (20%). The data shows that twice as many men aged 16-24 are closer to their mum than their dad (22%) compared to just 11% who feel they are closer to their dad. And this gap increases with time, as the study shows that by the age of 35 only 7% are closer to their dad. Men have also been found to spend significantly less on Father's Day, averaging a spend of just £16.05 on gifts for dad and a third of men say they wouldn't buy a gift for this occasion at all. Almost a quarter of young men (24%) also say they are closer to their mum than their friends and 8% of all men even admit to being closer to their mum than their partner.
Lucia Polla, Marketing Manager at Serenata Flowers, comments: "The relationship between a mother and daughter is widely recognised but this research really demonstrates the special bond that sons have with their mums. Our latest findings suggest that sons are perhaps even closer with their mums than daughters and this is particularly true of the younger generation. "It's touching to see that those with the least to give are also the most willing to treat their mum. British mums are in for a treat this year with just over £1billion due to be spent on them and it's great to see that flowers are set to be this year's top Mother's Day gift."