Lingerie brands around the country are promoting their seasonal items as Mother’s Day gifts as the high street gears up for record sales this weekend.
It is anticipated that £79m will be spent with retailers this weekend as gift items like slips, camisoles, pyjamas and gowns see a spike in interest.
According to data from Halifax, card spend over the Mother’s Day weekend grew from £70 million in 2014 to £72 million in 2015, before reaching £76 million in 2016. This represents an average rate of annual growth of 4.2%.
Brands and retailers including Panache, Fantasie, Fleur of England, Debenhams and Rigby & Peller are promoting lingerie and nightwear as Mother’s Day gift ideas on their websites.
Panache said in a blog post: “Whilst you are taking mum out for Mothers Day stop off at your local Panache stockist before going for a spot of afternoon tea. Our trusted fit specialists are on hand throughout the day to make sure that your mum gets the advice she needs as well as a full fitting to make sure that she is not only wearing the right bra size, but also a lovely new style to make her feel confident.”
Spending on Mothers’ Day itself has previously grown faster than spending over the whole weekend, suggesting many consumers treat mothers to an experiential purchase, or leave the gift-buying to the last minute. Total spend on Mothering Sunday reached £19 million last year, up 6% on an annual basis.
Jon Roberts, director of cards at Halifax, commented: “Our data suggests we’re a generous nation, treating our mums a little more every year. Certainly in financial terms, Mothers’ Day is a growing feature of the calendar. Not only are we spending more in the days leading up to Mothering Sunday, but we’re spoiling mums on the day itself too, making sure they know they’re loved and appreciated.”