With Mother’s Day fast approaching, many families will be rushing to buy flowers, book brunch or grab a last minute card. UK spending reaches into the billions each year, but new research suggests the perfect gift might depend entirely on your mum’s age.
According to a survey of UK mums by online greeting card marketplace thortful, expectations shift dramatically between generations.
While nearly half (49%) of mums aged 55-64 say they want a sentimental gift or card, proving heartfelt words never go out of style, younger mums have very different priorities. Among 18-24 year olds, one in three (33%) say they simply want a day off from daily responsibilities.
Millennial mums are leading the charge for quality time, with almost 2 in 5 (38%) saying time spent together as a family is their top expectation. In other words, while some mums want something to keep in a memory box, others would quite like you to unload the dishwasher without being asked, showing that Mother’s Day is anything but one size fits all.
Gen Z Mums Just Want a Day Off
If you’re shopping for an 18–24-year-old mum, step away from the scented candles. What she really wants? A break.
One third (33%) say their top Mother’s Day expectation is a day off from daily tasks. No laundry. No cooking. No answering “Muuuum?” 47 times before midday. And while they may be exhausted, they’ve definitely not lost their sense of humour. Gen Z mums are also the most likely of any generation to want a funny gift or card, with 21% choosing this option, more than any other age group.
A spokesperson from thortful says,
“If you’re celebrating a younger mum, think practical rather than pricey. Take over the childcare, handle the cooking, and let her switch off completely. In other words, skip the flowers. Start the dishwasher and maybe choose the cheeky card.”
Millennial Mums Crave Quality Time
For this generation, it’s less about what’s bought and more about who shows up. In fact, almost 2 in 5 (38%) of 25-34 year olds say time spent together as a family is what they want most this Mother’s Day.
Millennial mums are among the most likely to want to be taken out for a meal (27%), and across all age groups, being cooked for or taken out consistently ranks as a popular choice. It suggests that for many mums, shared meals are where quality time really happens.
A spokesperson from thortful says,
“Block out proper time together and make it intentional. Whether that’s cooking a meal as a family, going for a long walk or having a movie night where no one’s distracted, being present is what counts. It’s about giving her your attention, not just a gift.”
35-44 Year Old Mums Want the Whole Day
For mums aged 35-44, Mother’s Day isn’t about squeezing in a quick lunch between football practice and food shopping. Over a quarter (27%) of mums aged 35-44 say they want a full day dedicated entirely to them, just 1% expect the same level of spending as birthdays or Christmas, showing effort matters far more than expense.
Often juggling careers, children, packed calendars and the endless household admin that somehow defaults to them, this generation isn’t asking for extravagance, they just want to be selfish for once.
A spokesperson from thortful explains,
“Plan the day around her interests, not convenience. Ask what she’d genuinely enjoy and build it from there. A day where she’s the priority, and she’s not the one making the plans.”
Gen X Mums Value Sentiment
If Gen Z want a break and Millennials want quality time, Gen X want something they can reread.
This is the generation of keeping birthday cards in drawers and rereading them years later, as nearly 3 in 10 (29%) say a sentimental gift or card is what they expect most and 18% said they don’t want to receive anything generic. For them, it’s not about the size of the gesture, it’s about the sincerity behind it.
A spokesperson from thortful says,
“For Gen X mums, it’s the message that makes the moment. Take the time to write something personal and specific. A card filled with real memories and genuine gratitude will mean far more than something expensive but impersonal.”
Nearly Half of Baby Boomer Mums Want a Sentimental Card
Trends may change, but for mums in their late 50s and early 60s, one thing hasn’t budged. Almost half (49%) of 55-64 year olds say they expect a sentimental gift or card.
Flowers remain firmly part of the picture for this generation, with 22% of 55-64 year olds saying they expect them, blooms twice as popular here as they are with Millennials. Some traditions, it seems, are worth holding onto.
A spokesperson from thortful says,
“For many mums in their late 50s and early 60s, these are gestures they’ve grown up with, and they still carry emotional weight. Here’s something timeless about a heartfelt card and a beautiful bunch of spring flowers, it’s a simple way of saying ‘thank you for being my mum.’”
65+ Mums Just Want to Be Together
For mums aged 65 and over, Mother’s Day comes with very little pressure.
In fact, almost 1 in 5 (19%) say they don’t expect anything at all, however over a third (35%) say a sentimental card is what matters most, while 29% say time spent together as a family is their top priority.
So big gestures aren’t necessary but connection is. thortful recommends,
“Make time for a proper visit or long catch up. Even something simple like afternoon tea at home can feel incredibly meaningful when it’s shared together."
To find the perfect card for every generation of mum, visit here.
