New research from Central England Co-op has offered an insight into the shopping habits of customers ahead of Mother’s Day and reveals people are spending more than ever.

The data gathered from across the retailer’s 240 food stores reveals shoppers are increasingly looking to do something a bit special for their deserving mums by showering them with gifts – particularly flowers or a bottle of their favourite tipple.

Figures for the week leading up to Mothering Sunday show customer spending on alcoholic drinks and flowers has increased year on year over the past three years.

In 2018, customers spent 14% more on alcohol, with gin showing the biggest jump in popularity with sales increasing 21% in just a year. However, low alcohol drinks have also seen a boost in popularity over recent times with a 24% rise in sales from 2017 to 2018.

The biggest leap in spending in the days leading up to Mother’s Day, however, has been on flowers. Between 2017 and 2018 there was a 20% increase in customer spending on flowers in Central England Co-op stores.

As well as more people deciding to treat their mum’s to a beautiful bouquet, this data also suggests more shoppers are deciding to ‘trade up’ to the more premium offerings in store.

The research also shows a large spike in sales of flowers on the morning of Mothering Sunday itself, suggesting sons and daughters wait until the very last minute to get their gifts, or look to pick up a bouquet on the way to seeing their mum.

Martin Hill, Head of Product and Category at Central England Co-operative, said: “We constantly monitor what our customers want and ahead of Mother’s Day we have some great deals on flowers, beer, wines and spirits and confectionary, as well as cards, to put a smile on your mum’s face.
“Whether customers like to plan ahead or leave it to the last minute, we have something for everyone to help celebrate with their mother this Sunday.”

Among the great deals on offer is a colourful bouquet of Co-op Fairtrade Mixed Roses for £10.

All the latest deals in store can be found at www.centralengland.coop/deals