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Nigel TAYLOR Published
April 1, 2025
Feedback’s already showing Mother’s Day (30 March) was a strong one for UK retail footfall and related sales, but which sectors performed the best? Furnishings/homewares, gadgets/gifts/gaming and jewellery topped the list. Beauty retailers look away now.
Let’s begin by pointing out the latest report from Visualsoft is purely e-commerce based, but did show this year’s event “highlighted a significant shift in UK consumer behaviour, with a clear move towards thoughtful and enduring gifts”.
And while fashion may not have registered in the popularity listing, it did get a mention with news its average order value (AOV) increased 82% this year, from £52.61 to £95.52, “suggesting that consumers are willing to invest more in quality items”. It also noted 58% of online fashion orders were placed via mobile.
Covering the 17-29 March selling period, top of the thoughtful/enduring list was the furniture/homewares sector, which experienced a 22% increase in revenue compared to the same period in 2025, "indicating a growing preference for gifts that enhance living spaces and offer long-term value”.
The Gifts/Gadgets/Gaming sector saw a 65% rise in revenue per domain year on year, with conversion rates climbing, “suggesting increased interest in unique and personalised presents”.
Then there’s Jewellery, where sales grew 2%, with mobile orders accounting for 81% of purchases, “highlighting the continued appeal of luxury items and the convenience of mobile shopping”.
Conversely, the Health/Beauty/Cosmetics sector experienced an 19% decline in revenue in 2025, “indicating a shift away from traditional gifts in this category”.
Jen Pollard, senior analyst at Visualsoft, said: “Shoppers are increasingly choosing gifts that offer lasting value and personal significance. They want good deals and products that will last. Consumers are still watching their spending, and want to know their money is being spent on things of real meaning and longevity.”
The data also reveals that many sectors saw peak shopping days around a week prior to Mother’s Day. Both Fashion and Furniture/Home Furnishings experienced their peak sales on the Monday before Mother’s Day, while Gifts/Gadgets/Gaming and Health/Beauty/Cosmetics peaked on Tuesday. Jewellery saw its peak on Wednesday, “possibly indicating a trend towards last-minute purchases enabled by next-day and two-day delivery options”.
On pricing, conversely, Furniture/Home Furnishings saw a 7% fall in AOV, from £223.14 to £206.58, “which may reflect a focus on smaller, more affordable home improvements”. Gifts/gadgets/gaming experienced a 15% increase in AOV, from £34.28 to £39.51, “indicating a willingness to spend more on unique gifts and experiential opportunities”.
Yet traditional sectors Health/Beauty/Cosmetics and Jewellery saw slight declines in AOV, at 7% and 4%, respectively.
Finally, the data also shows a decline in the use of Buy Now, Pay Later (BNPL) services across most sectors, with the exception of jewellery, which saw a 14% increase. “This suggests that consumers are becoming more cautious about using deferred payment options, possibly due to concerns about managing multiple payment plans. People increasingly seem to be opting for paying for things out right, or with express checkout options”.