Half of UK's Chocolate Gifts Sent to Mums for Mother's Day, Weighing as Much as a Blue Whale
New data from Moonpig has revealed that half of all chocolate gifts sent in the UK are delivered to mothers specifically for Mother's Day. Annually, a staggering 41 tonnes of chocolate are sent through the retailer, equivalent to the weight of a blue whale, with mothers receiving the lion's share during this special occasion.
Mums Drive the UK's Gift Economy
Moonpig's analysis shows that mothers are not only on the receiving end but are also the primary drivers of the gift-giving culture. Research commissioned by the brand, involving 2,000 adults, found that mums across the country send an average of 13 cards and 15 gifts to loved ones each year. This translates to a national total of 346 million cards and 395 million gifts annually.
More than a quarter of these purchases are made by mums on behalf of other people, highlighting their crucial role in ensuring everyone feels appreciated, even if they are not the ones signing the cards.
Mother's Day Outshines Other Occasions
The data indicates that Mother's Day is a significantly more popular occasion for sending cards and flowers compared to other holidays. Specifically, 85% more cards are sent for Mother's Day than for Valentine's Day, and two-and-a-half times more flowers are delivered to mothers than to romantic partners.
Throughout the year, one in every four cards posted by Moonpig in the UK is delivered to mothers, which is double the number sent to dads, underscoring the central role mums play in maintaining social connections.
Expanding Definitions of Motherhood
It's not just biological mothers who receive recognition on Mother's Day. Step mums, godmothers, and even pet mums are among the top terms highlighted in orders. One in five people increasingly rely on a wider circle of maternal figures, including mothers-in-law (16%), grandmas (10%), unrelated 'aunties' (6%), work mentors (5%), and the mum of the friendship group (4%).
This broader group of 'mums' fulfills specific roles, as only 14% of women feel comfortable discussing the intricacies of their dating lives with their own mother. Instead, many prefer to turn to other trusted female figures, such as their work mum (27%) or an unrelated 'auntie' (17%), for advice on delicate matters, according to OnePoll.com figures.
Last-Minute Purchases and Forgotten Cards
Despite the clear appreciation for mother figures, planning ahead is not always a priority. Moonpig's data found that a quarter of card buyers wait until the final 48 hours before Mother's Day to make their purchases. Additionally, some forget entirely, with 11 times more 'sorry' cards sent to mums in March than in any other month.
Valuable Traits in Mother Figures
The research also identified the most valued traits in a mother figure, which include:
- Great listener
- A calming presence
- Shoulder to cry on
- Calm in a crisis
- Voice of reason
- Emotional rock
- Immediately trustworthy
- Nurturer
- Protector of the people they love
- Problem-solver
- First port of call in an emergency
- Expert advice giver
- Fountain of wisdom
- Peacemaker / mediator of a group
- Confidence builder
- The glue that holds a group together
- Inclusive caregiver
- Champion of everyone's successes
- Wellbeing expert
- Retainer of information and details about people
Rachael Halliday, spokesperson for Moonpig, commented: "It's clear mums are the biggest drivers of the UK's gift economy, meaning that beyond all they do for their own loved ones, they're also the leading force for connecting families and friends, keeping occasions from birthdays to anniversaries, exam results to engagement days marked in a special way."
She added: "And this 'love burden' thankfully doesn't go unrewarded, as we are more inclined to show our appreciation back to them than any other person in our lives. Our data shows the evolving nature of motherhood in the UK, and so we work hard to ensure the nation can express their love to every – and any kind – of mum."
Halliday emphasized that a personalised card, thoughtful gift, or bouquet of flowers arriving on Mother's Day is more than a token gesture; it's about keeping love and connections alive, especially when physical presence isn't possible.
