Russians revealed their plans for Mother's Day

Celebrating Mother's Day is gradually becoming a familiar tradition: some Russians prepare gifts and visits, others are not going to celebrate officially, but they still plan to congratulate their mothers. This is evidenced by research data from the analytical agency VMT Consult and the charity project Svobodnaya Liniya, which was reviewed on November 27 by Izvestia.

"Flower shops, as well as flower and gift delivery services, are seeing a surge in their customers' activity on Mother's Day. The volume of orders on this day is about 20% of the demand for March 8," said Ekaterina Kosareva, Managing partner of the VMT Consult analytical agency.

According to the survey, 22% of participants plan to celebrate Mother's Day on the last Sunday in November, 53.7% are not going to celebrate, and 24.4% have not yet decided. At the same time, 58.5% of respondents intend to congratulate their mother, regardless of their own plans for the holiday. The majority of participants are women, 87.8% of them.

The most popular ways of greeting were calls and messages — 36.6%, gifts — 24.4%, and a personal visit — 7.3%. Sending flowers and money transfers were much less common. Some of the respondents admitted that they do not plan to congratulate their mothers in any way, although they treat the holiday positively. Overall, 51.2% rate Mother's Day "rather positively", 12.2% love it, 29.3% remain indifferent, and 7.3% consider it unimportant.

Mother's Day: history, traditions, modern trends

According to the survey, 31.7% of respondents do not plan anything on the holiday, 58.5% are going to congratulate their mothers, and 9.8% expect to receive congratulations.

The survey also showed a significant increase in interest in gifts. Flower shops and delivery services record peak activity at the end of November. According to Kosareva, there are two main categories of customers: adults who give gifts to mothers from a distance, with an average check of up to 7 thousand rubles, and young people who make small symbolic orders worth 1-1.5 thousand rubles, which account for up to 40% of customers.

"It is important to maintain traditions that unite families, especially in the modern rhythm of life. Mother's Day is not only an occasion to express love and attention to your mother and your family, but also an opportunity to create new family traditions that will last for many years and give you warm and kind memories," said Maria Todorova, a family psychologist and consultant at the Svobodnaya Liniya charity project.

According to her, for a child and even for an adult, congratulating their mother is an important part of strengthening affection, and the celebration tradition itself helps to maintain warm emotional ties within the family.

On November 17, Polina Voronina, director of B2B marketing at Flowwow, told Izvestia that Mother's Day remains one of the most anticipated family holidays, and interest in it in Russia is growing every year. According to the Flowwow marketplace, Russians annually buy more than 100,000 bouquets and gifts for their loved ones, and this figure continues to increase.

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