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Research shows what mums really want and need this Mother’s Day

Sara Brown of The Bath House in Ilkley

A poll for the Ilkley Gift Card has revealed some of the key challenges faced by mums, from ‘mum guilt’ to worry and limited time. 77% of mums feel guilty about spending money on themselves.

A new Mother’s Day campaign from the Ilkley Gift Card is encouraging people to think about what mums really want and need this Mother’s Day, supporting local businesses at the same time. 

The poll with over 370 mums has shown that 77% of mums feel guilty spending money on themselves. Clothes, shoes and bags are the items that 76% of mums feel guilty spending money on, followed by beauty treatments (59%), nights out/days out and holidays (59%), meals out (42%) and the gym/health/fitness activities (27%). 

92% of mums have wished for more time for themselves and 80% have wished for more time with their friends. A massive 68% of mums are working into the evenings and weekends. Almost a third of mums are spending more than 90 minutes each day on household tasks, with a quarter of mums saying they get just 15 minutes each day purely to themselves. 

95% of mums said they worry more since having children, with children being what tends to worry mums most, followed by finances, partner/love life and work. 

The Ilkley Gift Card, part of the Town & City Gift Card concept, was launched by Ilkley Business Improvement District (BID) in May 2022 and can be spent with over 80 local businesses, including shops, restaurants, attractions, giving people an easy way to support local. 

In the research, 96% of mums surveyed said they’d like to receive a local gift card for Mother’s Day, with beauty treatments, a meal out and clothes, shoes and bags being the top items mums would spend their gift card on. 

Helen Rhodes, Ilkley BID Manager, said support for local this Mother’s Day and beyond is vital: “The reality is that many of us deliberate before spending on ourselves, especially in the cost of living crisis. This Mother’s Day, the Ilkley Gift Card gives mums the chance to treat themselves to things they might usually think twice about, from a trip to the salon or lunch with friends to new clothes or a night out, all supporting our fantastic local businesses.”

The poll was undertaken by Miconex, founders of the Town & City Gift Card concept, as part of a national ‘mums love local’ campaign alongside Ilkley BID. Over 370 mums from across the UK and Ireland took part in the research. 

Colin Munro is the managing director of Miconex and said: “For Mother’s Day 2024, we wanted to shine a light on what it means to be a mum in 2024. The results sit right at the heart of why we give gift cards, and why we like spending them. 92% of people prefer giving a gift card to cash with 77% saying this is because it encourages the recipient to treat themselves. And when it comes to spending gift cards, 71% see a gift card as free money. It’s a guilt-free gift. By choosing the Ilkley Gift Card this Mother’s Day, you can give your mum choice and freedom to spend the card as they choose, helping local businesses at the same time.”

Consumers can buy the card pre-loaded with any value from £5 to £500 at the Visitor Information Centre or they can pick up a card at selected retailers to load at home as well as buying online at www.ilkleygiftcard.co.uk. Digital cards are also available which you can add to your phone wallet for a quick, contactless transaction.

The Ilkley Gift Card is just one of Ilkley BID’s initiatives to help grow the local economy and offer support to the business community. The BID’s first term closes at the end of May 2024 and a new ballot is being held now until 21st March to gauge support for a second five-year term.

To read more about the BID’s initiatives and the renewal process, visit: www.ilkleybid.co.uk.

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