Written by Rebecca Charlton

27 March 2019

In addition to forecasting changes in consumer behaviour and the impact of this, we continually monitor and track how major retailers are responding to in-season trends for key occasions. For Mother’s Day 2019, spending is forecast to grow by 0.9% on last year, according to GlobalData. This celebration is about showing appreciation and gratitude to mums.

SUPER MUMSLeft to Right: Paper Source, Tesco, Oliver Bonas, Paperchase

In response to the female empowerment movement, we evidenced retailers celebrating the wonder of women. Conveying this across greetings cards, mums were shown as superheroes, illustrated through lightning bolts and cape motifs with messages playing on their super powers and the recognition of everything they do.

SIMPLE HANDWRITTEN TYPOGRAPHYLeft to Right: Oliver Bonas, Moonpig,, Paperchase

Across gift and greetings, we see typography styles move away from brush calligraphy and see sweet and appreciative messages written in simple, naive type with a handwritten feel.

BLOOMIN’ LOVELY MUMSLeft to Right: Paperchase, Meri Meri, Sainsbury’s, Paper Source 

Flowers are a staple gift for Mother’s Day and continue to be a key motif across print and pattern. This year we see a focus on simple spring flower illustrations in pastel tones. In gifting, pressed flowers embodied in decorative and body care products provide inspiration as an alternative to the usual bouquet.

FOREVER A DEPENDENTLeft to Right: Oliver Bonas, Scribbler, Sainsbury’s, Easy

Humorous messaging celebrates the eternal dependancy on mums. From round-the-clock reliance of nurturing a child, through to messages referring to gratitude, the realities of finances and mothers knowing best. 

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