IMAGO / Pond5 Images – Cityscape of Durham (UK)
As Mother's Day swiftly approaches, this annual homage to motherhood merges historical customs with contemporary expressions of affection and gratitude toward mothers, pivotal in the creation of life. While both the UK and the US honour Mother's Day, the origins and dates of this celebration markedly differ. In the UK, the observance maintains its historical connection to the Christian calendar. In contrast, the US marks Mother's Day on the second Sunday in May.
As the day nears, an uptick in shopping activity is anticipated, with many selecting gifts from the heart-warming bouquets that enliven any home to the specially requested bottles of wine hinted at by mothers in recent weeks. The day serves as a precious opportunity to show appreciation for mothers and maternal figures in our lives. Despite its commercial facets, the essence of Mother's Day remains a sincere expression of gratitude.
Intriguing research conducted by mybettingsites.co.uk reveals that Durham holds the title as the UK city with the deepest love for mothers. This study scrutinised Mother's Day tendencies across all 73 UK cities, employing Google search data for a variety of Mother's Day-related keywords, including "Happy Mother's Day," "Mother's Day Ideas," and "Mother's Day Gifts."
Durham top the mothers day loving charts
Recent research by mybettingsites.co.uk has placed Durham at the top of the list as the UK city expressing the most love for mothers. The study, which explored Mother's Day trends across all 73 UK cities using Google search data for keywords like "Happy Mother's Day," "Mother's Day Ideas," and "Mother's Day Gifts," found Durham leading the way.
The research highlighted Durham, with a population of 47,785, as the city demonstrating the highest level of appreciation for mothers, with 7.60% of its population engaging in related searches. The most common search in Durham was "Mother's Day," with an average of 2,400 monthly searches, significantly outpacing other cities in terms of showing appreciation.
Close contenders like Bolton, Ely, and Salford also showed considerable engagement with Mother's Day topics. Bolton, for instance, came in second, with 2.49% of its population searching for related terms, followed by Ely at 2.45% and Salford at 2.38%.
London sits 21st in the mothers day loving charts
Despite London's towering search volume of 118,400 monthly searches for Mother's Day keywords, due to its vast population of 7,556,900, it ranked 21st in terms of percentage, illustrating that high search volumes do not necessarily equate to a greater love percentage. This insight underscores the influence of city population size on the perceived level of maternal affection.
Trailing London in the tally for the most Mother's Day-related searches is Birmingham, with a count of 20,340, marking a significant drop from London's volume. Leeds, Liverpool, and Manchester follow, with 9,320, 9,190, and 8,940 searches respectively, rounding out the top five cities engaging in these searches.
At the other end of the spectrum, our analysis identifies Newport as the city with the least Mother's Day enthusiasm, evidenced by a mere 0.36% engagement rate. Sunderland is not far behind, with a 0.43% love rating, while Nottingham, Southend-on-Sea, and Kingston upon Hull complete the bottom five with 0.46% and 0.49% respectively. This varied landscape of digital engagement reveals the nuanced relationship between city size and the expression of maternal affection, offering a fascinating glimpse into how different UK locales celebrate Mother's Day.
London remains the highest populous city in the UK
The size of the city's population is a crucial determinant in calculating the depth of that affection on a percentage basis. With its vast population of approximately 7,556,900, London dwarfs other UK cities in this comparison. Birmingham, with an estimated 984,333 residents, stands as the second most populous, followed by Liverpool with 864,122, Nottingham with 729,977, and Sheffield closing the top five with 685,368 inhabitants.
Methodology:
This project embarked on a distinctive quest to assess the affection and consideration for mothers in various cities across the United Kingdom, utilising digital search behaviours as an indirect measure of love and appreciation. We diligently compiled a list of keywords associated with Mother's Day, including "Mother's Day," "happy Mother's Day," "Mother's Day gifts," "Mother's Day gift ideas," and "Mother's Day ideas," aiming to quantify the level of interest and engagement with Mother's Day celebrations at the city level.
Our approach involved conducting an exhaustive search volume analysis for each keyword in different cities within the UK. This method involves collecting data on the number of searches for each keyword, thereby providing insights into the population's digital engagement with Mother's Day.
After collecting the search volumes, we combined the data to calculate a total search volume for each city. This aggregated measure served as an indicator of the overall digital activity concerning Mother's Day in each area. To refine our analysis further and obtain a comparative perspective, we normalised the search data by dividing the total search volume by the city's population. This adjustment yielded an estimated percentage, which we termed the "Mother's Day Love Index," indicating the proportion of the population engaged in Mother's Day-related searches.
