Sons and daughters spent less on flowers for Mother’s Day this year, choosing to treat mums with other gifts instead.

The amount Brits spent on fresh cut flowers around Mother’s Day on 18 March fell 1.9% to £110.4m [Kantar Worldpanel GiftTrak 4w/e 27 March 2011 v 19 April 2011]. Volumes fell 13.1%.

Flowers’ share of the market had dropped, said Jodie Harris of Kantar Worldpanel GiftTrak, “due to an increase in gifts such as chocolates and clothing”.

The amount Brits spent on fresh cut flowers around Valentine’s Day was down 1.7% by value, to £49.2m, although volumes were up 3.7%.