New research has uncovered what mothers truly desire for Mother's Day, and it turns out to be surprisingly affordable. Despite millennials often being stereotyped as favouring text messages over phone conversations, a fresh study indicates there is one call they are consistently eager to make: to their mum.
Millennials Lead the Way in Frequent Calls
According to data from Three UK, half of Britons (53%) report calling their mum more frequently than they did a decade ago. The average phone call now lasts just over an hour, showcasing a significant commitment to maintaining these cherished connections.
Brits in their early thirties are particularly proactive, speaking to their mum an average of five times per week. Remarkably, two-fifths of this demographic make at least one daily call. The research also pinpointed 10am as the most popular time for these "calling home" conversations.
Mums Value Connection Over Cost
The increased calling is warmly welcomed by mothers. A substantial majority—four in five mums—expressed that they would rather receive a phone call or a casual coffee meet-up than an expensive gift in the lead-up to Mother's Day. This highlights a clear preference for quality time and personal interaction over material presents.
Regional Variations in Call Duration
While the national average call duration is slightly above 60 minutes, geographical location plays a dramatic role in conversation length. In Wolverhampton, calls average just 34 minutes. In stark contrast, residents of Middlesbrough engage in much longer chats, with calls stretching to an average of 101 minutes—comparable to the runtime of a feature film.
Digital Tools Enhance Celebrations
Unsurprisingly, many people rely on their smartphones to organise special moments for their mothers. The study found that 36% send digital cards, while 34% order flowers via their devices. To facilitate these gestures, Three UK has introduced special Mother's Day offers through its Three+ rewards app.
These promotions aim to help customers transform everyday conversations into meaningful celebrations. The app provides access to various treats, including cards, cakes, flowers, and beauty bundles, making it easier to honour the maternal figures who are always just a phone call away.
Exclusive Mother's Day Offers Available
Three UK has unveiled a range of limited-time offers on the Three+ app to mark the occasion:
- A free Mother's Day or Easter card from TGJones, valued up to £4.99 (available until March 15).
- 40% off selected Mother's Day bouquets from Appleyard London (available until March 15).
- Two-for-one sweet treats at Caffe Nero (available until March 15).
- A luxury beauty bundle from Real Beauty Bargain for £29.99, including postage and packaging, with a total worth over £66 (available until April 30).
- A Gruum spring skin and hair bundle for a discounted price, worth up to £34 (available until March 29).
Additionally, the app offers £3 weekend cinema tickets, £1 coffees, and £5 off at thousands of restaurants and takeaways, providing ample opportunities to create memorable experiences with mum.
This Mother's Day, the message is clear: the simplest gestures—like a heartfelt phone call—often hold the greatest value, reinforcing the timeless bond between mothers and their children.
