Brits love their mums twice as much as their partners – at least if spending on flowers and pub lunches is anything to go by. Figures from Worldpay show spending on treats and gifts on Mother’s Day make it the biggest Sunday of the year for hospitality industry workers and florists, dwarfing Valentine’s Day.
Worldpay’s analysis of 2014 spending across the UK hospitality industry shows restaurant owners and pub landlords saw their takings on Mother’s Day rise by more than 50% compared to average, by far their busiest Sunday of the year. By contrast, spending on romantic meals on Valentine’s Day caused spending to spike by a more modest 20%.
Mums also trump lovers when it comes to saying it with flowers. During the week of Mothering Sunday florists saw sales soar: on the Monday spending was 55% above the yearly average; by mid-week this had risen to 112%. On the Sunday itself, spending was a staggering 815% higher than average Sunday sales. A few weeks earlier, in the run-up to Valentine’s Day 2014, sales peaked on 13 February at 324% above average – less than half the rise seen for Mother’s Day.
Dave Hobday, managing director of Worldpay UK, said: “I suspect Sigmund Freud would have had a field day if he’d had access to our data, but there’s a serious message here for the hospitality industry, which should be doing everything it can to cash in on an enormously profitable weekend.
“This is also the last major pay-day for florists before the Christmas rush. With our data suggesting most people leave it right until the last minute before choosing flowers for their mums, it looks like any florist not planning special opening hours next Sunday will miss out on a huge revenue opportunity.”
How to boost Mother’s Day sales:
- Go contactless – setting up for “tap and go” trade will help minimise Mother’s Day queues and ensure you never miss a sale at peak times
- Get online – target last-minute shoppers, both in the UK and abroad, with deals and delivery discounts on flowers and gifts
- Take telephone orders – make more from the shoppers who don’t live in your area, and encourage repeat orders from your existing customers
- Reward loyalty – offer incentives for customers to come back again next Mother’s Day