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Card shop Clintons reckons Mother’s Day needs rebranding - because so few people call their mums "mother".

Analysis conducted by the high street chain found that fewer than 3% refer to their mums as "mother" and most people used "mum".

Card sales and tweets was used to generate the results.

Where 'mum's' the word

A heatmap of Twitter data shows that mum is by far the most common reference to a mother in the UK but other variates are also more popular than "mother".

Mum: used throughout England and Wales, predominant in west of Northern Ireland and lowlands of Scotland.

Mam: used in most of Ireland, except the south west, predominant in Northumberland, Durham and across the Pennines to Cumbria, prevalent in highlands of Scotland, North Wales and parts of S Wales.

Ma: north west Wales, highlands, Glasgow, very west of Ireland.

Mom: predominant south west Ireland (Derry and Cork), and West Midlands and pockets of North Devon.

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Old mother

Tim Fairs, of Clintons, said: "There’s a sort of Victorian formality to the word Mother.

"We think that Mum has a more accessible and friendly sound to it that is more in keeping with our experiences of our mothers and their vital roles in our lives.”

“It’s bound to be controversial, because it breaks with tradition, but we think that it might make more sense to call it Mum’s Day rather than Mother’s Day."

Related: Why matched betting suits full-time mums

Clintons said it sells more than 400 variations of Mother’s Day cards and Mum features on 73% of cards sold. Other variants include mam, mom, mummy, mamma and step-mum. The range also features cards in Braille.

Who receives a card on Mother’s Day has also changed in recent years. As society has changed, the range of cards has expanded to reflect those changes. Cards for step-mothers were rare until relatively recently, while children raised in households with same-sex parents can now more easily find cards to send to both their mums.


Main picture: Drew Leavy