UK Mother’s Day 2019 spend is expected to rise 0.8% to £1.6bn despite the day falling later in the month than usual causing retailers to focus on other events earlier in March, according to a survey by GlobalData.

The biggest spending sector for UK Mother’s Day 2019 is gifting, with consumers predicted to spend £1.0bn this year. GlobalData reports that due to the gifting market’s low growth of 0.9% in 2019, grocers are most likely to profit with greater focus placed on value for money in gifts and simple tokens such as bouquets of flowers or boxes of chocolates. Cards and gift wrap are predicted to be the best-performing category, with a forecast to rise by 1.2%.

GlobalData retail analyst Zoe Mills said: “With Mother’s Day falling later in the month, retailers have been concentrating on events such as World Book Day, International Women’s Day and Easter.

“With less than two weeks until the occasion, the majority of retailers are only now placing their Mother’s Day displays instore and this, coupled with consumers’ growing concerns around limited disposable incomes, will mean the event will not see the level of growth as it has done in previous years.

“The most popular activity for Mother’s Day last year was visiting mum with 28.2% respondents saying they did so. Such a visit does not require any spending and places a greater focus on the meaning of the event.

“Often consumers state that occasions have become too commercial and this shift in focus towards time spent and away from retail products may indicate a slight backtrack to the original values of Mother’s Day. Retailers must focus on the message behind the occasion, using innovative signage instore and taking advantage of social media to promote a point.”