As mums, we all know that a safe and content child is worth more than any gift, but that doesn't mean notice isn't being paid to who puts the most effort into treating their mums on Mother's Day.
Eager to find out which sex is more likely to loosen the purse strings on the run-up to a very special Sunday, consumer analysts Mintel conducted a study into the spending habits of Britons.
According to their findings, men will spend over £12 more than their female counterparts when treating their mum on Mothering Sunday with the average expenditure standing at £34.76 last year.
However, while men tend to spend more when they do decide to treat their mums, us ladies are more likely to do it more often, with figures indicating that 62% of women treated their mum last Mother's Day in comparison to 57% of men.
Offering an insight into the disparity which exists between the sexes, Nick Carroll, retail analyst at Mintel explained: "The fact that men spend £12 more on the event than women is due in part to the fact that men are more likely to purchase gifts on impulse, pushing up the average spend."
"Men with young children may also have to purchase Mother's Day presents for both their own mothers and their partners which additionally impacts the average spend." he added.
Last Mother's Day, more than half a billion pounds was spent on cards and presents in the UK.
