New Central England Co-op research reveals effect of lockdown on Mother’s Day purchases ahead of this year’s event

Posted by james brindle | Published: 08/03/2021

New research from Central England Co-op has offered an insight into the shopping habits of customers ahead of Mother’s Day and shows the impact the first lockdown had on gift buying for the event.

The data gathered from across the retailer’s over 260 food stores compares spending over Mother’s Day weekend in 2020 to the year before and highlights a reduction in sales of bouquets of flowers by 26%.

Mother’s Day last year, as it will this year, took place during a national lockdown as a result of the Covid-19 pandemic, so the overall fall in flower sales suggests less people were picking up a bouquet as they couldn’t visit their mum’s as they would have normally.

However, there was some growth in the range with Co-op Mixed Chrysanthemum Bouquets up 74% year on year, while Fairtrade flowers also proved popular, with the Co-op Fairtrade Mixed Bouquet up an astonishing 369%.

While buying flowers may have been less popular last year, picking up a drink to toast the day or a favourite tipple for mum did seem to be a popular choice with sales in beers, wines and spirits up 49% on Mother’s Day weekend 2020.

Gin continues to be a growing trend and the biggest seller was Gordons Pink Gin, up 41% year on year and 1,053 units were sold, while Co-op London Dry Gin also a big seller up 105%.

Gin’s popularity as a treat for mum was further highlighted by the sales of tonic water with Co-op Tonic Water up 47% over Mother’s Day weekend.

A bottle of fizz also appeared to be a popular gift last year, with Champagne up 70% year on year, with Co-op Truly Irresistible Cava Brut up an incredible 583% and over 3,000 bottles of Co-op Irresistible Prosecco sold over the weekend maintaining its place as the top seller.

No alcohol tipples were also a growth area as a Mother’s Day gift, with bottles of Nosecco up a massive 98% year on year.

In terms of a box of chocolates to put a smile on mum’s face, it was the classic box of Cadbury’s Roses which was the top seller with 2,500 units sold, 300 more than the second place Mars Celebrations box.

Treating mum to a cake may also have been a popular plan last Mother’s Day, as the data shows a 17% rise in cakes year on year, with the biggest seller Co-op Irresistible Chocolate Cake up 41%.

With Mother’s Day 2021 again set to be in lockdown, Central England Co-op has some great options to still make it special for mum, including a bottle of Co-op Irresistible Prosecco and a delicious box of chocolates, the Co-op Irresistible Chocolatiers Collection, for £10. Members, meanwhile, can get 20% of a bouquet of Co-op Fairtrade Mixed Roses, meaning they can be picked up for £8.

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Notes to editors

About Central England Co-operative

Central England Co-operative is one of the largest independent retail co-operative societies in the UK with interests in food, funeral, floral and property investment.

Owned by hundreds of thousands of members, its 7,550 colleagues serve customers across over 400 trading sites in 16 counties in the East and West Midlands, Yorkshire, Suffolk, Norfolk, Bedfordshire and Cambridgeshire. 

The Society’s purpose is to inspire communities to help create a ‘sustainable Society for all’, a strong and successful business that is invested in protecting the environment and the wellbeing of its colleagues, members, and customers.

Press office contacts: Rob Smyth and James Brindle

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