Mother's Day is big business for pubs. Here's everything you need to know about the big day...
Can't lend me £58, can you?
Blimey, the beer's got expensive in here!
No, it's not for a round. Mother's Day is soon and I need to get a card and present for the old dear.
Fifty-eight quid! I'll lend you £1.50 for a card and that's your lot.
But £58 is the average each person spends on mummy dearest for Mother's Day in the UK.
If we're going to talk about this, can you at least get it right? It's not Mother's Day, it's Mothering Sunday.
Same, same but different
Not at all, dear boy. Mothering Sunday stems from the Christian tradition of visiting your "mother church" – that is, the one you were Christened in.
What's Mother's Day then?
Mother's Day is an American construct, created by a woman called Anna Jarvis in 1908 so that people could celebrate their own
mothers. Note the apostrophe – Anna specified it was to be a singular possessive, for each family to honour their mother.
Yes, a bit of grammatical pedantry is such a nice way to celebrate the woman who sacrificed time, money, dignity and sleep to give you life. Bet you think it's all too commercial these days as well?
Indeed I do, as did Anna herself, who berated the flower and card industries as far back as the 1920s for making money out of the
How do you celebrate Mothering Sunday then?
My siblings and I tie up my mother until she gives us enough sweets to release her.
It's a Serbian tradition we've taken up. They celebrate Mother's Day in December though, so I don't have to worry for now.
Mother's Day is March 11, is it not?
Ahem – if you could please get it right. Mothering Sunday is on March 11 in the UK this year, indeed. Mother's Day in the US is usually in May, while countries around the world celebrate it on a myriad of other dates.
Wait, if it's on March 11 'this year', when is it in other years?
It changes as it is linked to Easter, which varies annually according to the lunar calendar. Mothering Sunday always falls on the fourth Sunday of Lent.
The mother lode: According to the 2016 Carlsberg Consumer Insights report, more than half of UK families head to the pub for
food on Mothering Sunday. That makes it bigger than Christmas for pubs, so get prepared and promote as early as possible.
Mother's ruin: If your Sunday lunch trade is already good, you may want to think about how you are going to turn those tables over. Research shows dwell time on Mothering Sunday tends to be longer, so if you want to capitalise on the day you are going to have to move people on – especially if you want to take advantage of walk-in trade to boost profits further.