Children of all ages will spend an estimated £85million on more than 30 million cards for their mums.

It does not stop there, with Britons splashing out on a vast array of presents. Mothers can look forward to receiving around £65million worth of chocolates, with assorted varieties apparently the most popular at this time of year, according to research by the British Retail Consortium.

In addition there is £465million spent on health and beauty products and £275million on food and drink, including hampers.

Home accessories – such as scented candles and vases – account for £69million, while other expense includes gardening equipment (£112m), jewellery (£95m), clothing (£85m) and gift vouchers (£53m).

Stephen Robertson, director general of the BRC, said: “It feels like non-stop cards and flowers so far this year.”

Mike Watkins, senior manager for retail services at market research firm Nielsen, said tough trading on the High Street meant children can show their love this year – and save money.

“With purse strings tight, competition will be even tougher this year,” he said. “There will be some good deals for customers wanting to make their mothers feel special.”

Mothering Sunday, the fourth Sunday of Lent, is often called Mother’s Day, but has no connection with the American festival of that name.

It was a day when children, mainly daughters, who had gone to work as domestic servants were given a day off to visit their mother and family.