March 08, 2013 07:31 ET

Britain: A Nation of Perfect Mums

As Mother's Day approaches, kids reveal exactly what makes mum perfect

LONDON, UNITED KINGDOM--(Marketwire - March 8, 2013) - She's smarter than Einstein, a finer leader than Cameron, more stylish than Mrs Beckham, a better baker than Berry and a more rarefied raconteur than Rowling. She's mum. So say the kids of Great Britain, who see mum as nothing short of the greatest and most perfect person in the history of humankind.

This heart-warming insight comes by way of leading online retailer, who asked 1,000 kids across the country if they think mum is perfect. Happily, 100 per cent gave an emphatic 'yes', before going on to list the most important ingredients that sees mum achieve pure perfection in their eyes. Even better news for mums everywhere is that in this increasingly materialistic, celebrity-filled world, it's the money-can't-buy skills such as giving the best cuddles and reading the best stories, that kids value the highest when asked what it was that made their mum perfect.


  1. She gives great kisses and cuddles (51%)
  2. She makes me better when I'm poorly (47%)
  3. She makes me laugh (40%)
  4. She tells great stories (40%)
  5. She makes amazing cakes (40%)
  6. She helps me with my homework (37%)
  7. She's good at playing games (30%)
  8. She is always smiling (26%)
  9. She's pretty (20%)
  10. She's a good singer (6%)

Mum knows best

For some kids though, mum scales even greater heights than mere 'perfection'. She also happens to be a multi-talented genius whose abilities know no bounds. Indeed, over half (53 per cent) said their mum was way cleverer than Einstein, while 70 per cent were confident she'd make a better Prime Minister than David Cameron and one in two (52 per cent) believe she rocks fashion better than Victoria Beckham.

However, it would seem such feats of superhuman skill don't quite extend to motor racing. When it comes to mum vs. Lewis Hamilton on the racetrack, 44 per cent of kids backed the F1 driver hands down.

Mum for Queen

One in five (23%) children said they would like their mum to be famous, but only if she was The Queen. Top reasons included "because she makes all the rules" (15%), "because it would make me a prince/princess" (12%) and "because she lives in a palace" (8%).

Commenting on the research, Gary Kibble, Retail Brand Director at said "I'm sure mums everywhere will be breathing a sigh of relief to learn it's the simple things like cuddles and telling good bedtime stories that keep kids happy, as opposed to unachievable ideals. At, we recognise and champion the important role mums play and wish every mum a very happy Mother's Day this Sunday."

Celebrity mum Emma Willis, who is supporting the 'Perfect Mummy' campaign*, said of the research "I completely agree with the findings of this research as I think my mum's the best too! No matter whether you're six or 36, nothing beats a cuddle from your mum. And as for being smarter than Einstein, I think my mum's just as brilliant! She is the all-seeing, all-knowing person I always turn to first."

* Emma Willis is fronting the 'Perfect Mummy' campaign, asking school children to draw a picture of the best things about their mum. Emma will be selecting 10 winners who will each receive £200 to spend online at to treat their mum. One lucky overall winner will also receive a £400 online shopping spree for their school.

For further details and to view the winning mums, visit the online gallery on the blog at

Notes to editors: is part of Shop Direct Group, the UK's leading online and home shopping retailer, which operates across 49 countries, including the US and Canada.

The Group has 5m active customers.

Our brands receive over 600,000 website visits every day.

We deliver more than 25m parcels a year.

We sell more than 800 brands - including leading fashion labels and our own brands.

Our brands include:

Contact Information

  • For more information, to speak to
    spokesperson or to arrange an interview
    with Emma Willis, please contact the PR team
    at Cow on or 020 7234 9150