MumPanel Mothers Day Research Findings

It’s Mothers Day on Sunday (just in case you’ve forgotten!) and we asked our mums what that meant to them.

Mothers day research insights

Over 90% said they celebrated it in their household and when asked what it meant to them the overwhelming response was spending time with their family and about appreciation – of their own mum, their kids and themselves.

‘A day to realise how much I appreciate my mum and my daughter to appreciate me (hopefully!)’

With that appreciation came relaxing – with over half saying they get to relax more…

‘Hopefully a lie in!! Possibly breakfast in bed … A day to stop & enjoy being a mum.’

However, on the flip side 50% said they didn’t get to relax anymore than usual…

‘I’m still mum!’

‘Have to fit tow family visits into one day so no one is disappointed.’

Overall the wants of mums were not commercialised or grand. Homemade cards were at the top of the ‘hope to receive’ list closely followed by breakfast in bed and flowers. It also included kids behaving themselves, a sunny day and no hassles!

The Ideal Mothers Day for some mums were:

‘A long nap and a long hot and undisturbed bath’

‘Kids sleep in too so I get a cuddle and my partner then takes them off to prepare my surprise. No-one argues or fights ALL day’

‘Time with my children and my mum having a nice meal’

The brand most associated with Mothers Day

The brand that was most associated with Mothers Day was Thornton’s – perhaps it was a brand that stretched across the generations and was seen as traditional.

However, not every mum feels like celebrating or can, for some it is a sad time missing their mum who has passed away. For others they may not have the same support or partner to let them enjoy Mothers Day.

I think brands are beginning to (or should) link these occasions with the more emotional, and simplistic aspects, engaging with their audience more. Caring. With the philosophy of less is more – sometimes.

Brands who help with hand made cards, the ideal breakfast in bed menu and little presents that matter will win through.

Happy Mother’s Day.

Over 1500 responses via MumPanel Survey on 9th March 2016.

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