NEARLY HALF OF MUMS SAY THOUGHTFUL GESTURES MATTER MORE THAN GIFTS ON MOTHER’S DAY
Nearly half of mums say thoughtful gestures matter more than gifts on Mother’s Day, according to new research from Superdrug.
The findings reveal that 44% said thoughtful gestures make them feel most valued on Mother’s Day,i compared to just 3% who said gifts alone make them feel appreciated.[i]
While 24% say receiving gifts is one of the moments that means most to them,i it is not the gift itself, but the moment it creates that truly counts.
A relaxed morning at home was named the most meaningful Mother’s Day moment by 60% of mums,i followed by going out for a meal at 36%.i Other moments selected by mums included getting ready together as a family (22%),i enjoying a quiet bath alone (20%)i and a family face mask night (11%).
One mum said: “It’s not about how much money is spent on you but more about quality time with my kids. Even a film together and a chilled evening is perfect.”
However, the research suggests that for many mums, Mother’s Day looks similar to a typical day in terms of time for themselves. Half spend 30 minutes or less on themselves,i and 70% say they spend the same amount of time on themselves as they would on a normal day.i More than four in ten say they organise all or most of the day themselves.i
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Busy schedules can mean personal routines are often the first thing to go. Six in ten mums skip parts of their beauty routine at least weekly due to lack of time,i with hair styling and makeup most commonly sacrificed.i
Yet mums are not turning away from beauty altogether, but beauty that feels difficult to fit into everyday life.i The majority say they enjoy beauty routines when they fit naturally into family life,i and more than half say they would be more likely to enjoy Mother’s Day moments if beauty products felt quick, easy and shareable.i
As one mum explained: “My skincare routine isn’t only about what I apply, it’s the 10 minutes each day when I’m not ‘Mum’, just myself.”
The findings suggest the most meaningful gifts are those that create time together, carve out moments of calm, or make everyday routines feel special, with affordable beauty treats offering an accessible way to do just that.
So whether it is getting ready together as a family, enjoying a quiet bath alone, or a face mask night with daughters, mums value gifts that help turn ordinary routines into shared experiences.
Simon Comins, Chief Operating Officer of Superdrug, said: “Our research shows mums are not looking for extravagant gestures, they are looking for thoughtful ones. The most meaningful gifts are the ones that create time together or make life a little easier. Beauty should support those moments, not add pressure.
“This Mother’s Day, we are spotlighting affordable, time-saving and shareable beauty essentials, from at-home pamper treats to quick, multi-tasking skincare, designed to help families turn everyday routines into meaningful moments.”
