Mother’s Day
Call, visit, or plan an outing to show your mom you appreciate her, or share memories of your mother if you’ve lost that important figure in your life.
Drive gifting, dining, and experience purchases by positioning Mother's Day as the ultimate occasion to celebrate and thank the women who matter most.
- Gift guides for every mom: jewelry, flowers, skincare, and personalized keepsakes
- Mother-daughter brunch specials and restaurant experiences for late spring
- DIY garden projects and outdoor activities to enjoy together this May
- Heartfelt testimonials: How customers are showing appreciation beyond the gift
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Campaign ideas8
- Inclusive mother-figure storytelling: feature adoptive moms, stepmoms, stepmoms, pet parents, mentor figures, and non-traditional families across all marketing—acknowledge this in taglines and visuals
- User-generated content contests: invite customers to share photos/videos of their mom moments with branded hashtags (#MomsAnswer, #MomsDayBy[Brand]) for social media amplification and authentic testimonials
- Personality-led testimonials: partner with celebrity/influencer moms to answer real parenting questions on TikTok/Instagram, positioning your brand as community-focused rather than product-pushing
- Cause-driven gifting: align with maternal wellness, working mothers' re-entry programs, or postpartum mental health—make gifting meaningful beyond the product
- Personalization at scale: offer custom engraving, name-adding, or handwritten notes; bundle personalized gift options across price tiers
- Early-access loyalty tier: give past customers 5-7 days of early shopping before general launch (2–3 weeks pre-Mother's Day) and email 2–3 weeks in advance
- Social-first contests: #BanTheBrunch (stay-in-bed luxury), vacation giveaways, DIY gift workshops, Mother's Day video creation tools to drive participation and sharing
- Omnichannel gift guides: curated landing pages + email + SMS + in-store signage, sorted by mom-type (working, first-time, empty-nester, stepmom, etc.)
Social angles6
- Celebrate real motherhood (not Instagram-perfect motherhood): messy hair, tired eyes, chaos—tag #RealMoms, #AuthenticMotherhood
- Ask your audience: 'What does your mom deserve?' polls on Stories/Reels + user-generated answers become social proof
- Generational gratitude posts: 'Tag the mom who taught you everything' + invite followers to share multi-generational family photos (#MomToGrandma)
- Humor & relatability: 'Signs you're a mom,' 'Mom vs. Reality,' meme-style content with your product naturally woven in
- Highlight invisible labor: celebrate the unpaid work, decision-making, scheduling—'This is what moms want for Mother's Day: sleep/time/help' (with tongue-in-cheek tone)
- Community spotlights: feature real customer moms and their stories (mini-interviews, TikTok takeovers, carousel posts) with #MomentsWithMom or brand hashtag
Ad copy starters5
“'Every mom deserves a break. We're here to help.' — Kraft (baby-sitter reimbursement angle)”
“'The most interesting mom in the world'—Pantalones Organic Tequila (age-inclusive, personality-focused)”
“'What moms actually want this Mother's Day: sleep, a meal they didn't cook, five minutes of silence.' — Woolino (humor + empathy)”
“'For the mom in all of us.' — L'Oréal Paris/Ulta (redefine motherhood beyond kids; self-care angle)”
“'Celebrate all mothers—including the four-legged kind.' — Discovery Nature (inclusive, non-product-focused, emotional)”
Tips4
- DO: Start campaigns 2–3 weeks before Mother's Day (research shows 56% of shoppers plan 2+ weeks ahead); for floral/jewelry/beauty/dining brands, launch 4–6 weeks early for maximum reach.
- DON'T: Use clichéd or overly idealized portrayals of motherhood—audiences reject fake sentimentality & generic 'perfect mom' narratives. Lean into real, messy, relatable moments instead.
- DO: Give subscribers an opt-out option for Mother's Day messaging (flowers, jewelry, family-focused brands get this right)—show sensitivity for those without mothers, strained relationships, or loss.
- DON'T: Make the product the hero. Lead with emotion & community, let the product support the story. Sentiment drives 2x stronger performance than rational-only messaging.
Though the celebration of mothers can be traced back to Ancient Greece, part of the tradition came about in the United Kingdom and Europe as a celebration during Lent, called “Mothering Sunday”.
While the tradition here was more about churchgoers visiting with their “mother” church on this day, it eventually morphed into something more like Mother’s Day, except it usually happens in March.
The modern version of Mother’s Day in May was started in the United States in the early 1900s. The original impetus behind the day was the work of Anna Jarvis, who had the idea of a day for honoring mothers after her own mother died in 1905.
The first day was organized in 1907 as a worship gathering at an Episcopal church in West Virginia. Later, Jarvis becomes a bit upset by the commercialization of the holiday.
By 1914, the day was made official when US President Woodrow Wilson signed a measure declaring Mother’s Day to be celebrated on the second Sunday in the month of May.
The day has gained popularity throughout North America as well as other parts of the world, although it is not always celebrated in the month of May.
Show Appreciation to a Mom
One of the best things about Mother’s Day is that it is a reminder to let a mom, mother, mum or mommy know how much she is loved and cared for! This can be done through a simple phone call, text message, card or letter. And it doesn’t have to be limited to a person’s own mom either. This is a great day to let any woman–mom, grandma, aunt or friend–know that she’s had a positive impact on the world around her.
Get Outside with Mom
Because Mother’s Day takes place in late spring, it’s an excellent time to get outdoors and enjoy the beautiful weather! Maybe this means taking a simple walk in the park with Mom, or going on a hike in the mountains. Or it could mean heading to the garden store to pick up some flowers, plants or trees that can then be planted in the garden or placed in containers on the patio!
Watch a Mother-Daughter or Mother-Son Movie
Spend some quality time with Mom by hunkering down with a feel-good film around the theme of a mother’s relationship with her daughter or son. Go ahead and pop some popcorn and then try out one of these movie titles to get started: Because I Said So (2007). Starring Mandy Moore, Diane Keaton and Lauren Graham, this film features an over-zealous mother who interferes in her daughter’s love life. The Blind Side (2009). Based on a true story, this movie starring Sandra Bullock and Quinton Aaron shows the way that a woman who was not his birth mother can still care and love a young man. Mama Mia! (2008). This fun, musical comedy based on a Broadway show stars Meryl Streep and Amanda Seyfried and features the relationship between a single mother and her daughter searching for her father before getting married. Little Man Tate (1991). A family drama starring Jodie Foster, Little Man Tate features the story of a working-class mom and her seven-year-old son who is a genius.
Throw a Party for Mother’s Day
If the mom who is being celebrated loves to be surrounded by the people she loves, then this is a great time to have a little family get-together to celebrate mom. Choose a theme that would speak to Mom, whether it’s a garden tea party, a costume party, a board games party, or a rave with a disco ball. Whatever the chosen theme, all it takes is some clever decorations, tasty food that she would enjoy (homemade or catered in), her favorite music, and perhaps some entertainment that would bring her delight. Whatever is chosen, be sure to put the people she loves most on the guest list!
Create a Playlist for Mother’s Day
What better way to show a mother how much she is loved than to make her a playlist of her own? Spotify, Pandora or even an old-fashioned mix tape filled with tunes that she’ll enjoy throughout the year. Here are a few songs suggestions to get started on that playlist for Mom: Turn to You (Mother’s Day Dedication) by Justin Bieber (2012). Released two days before Mother’s Day, this one is Justin’s song for his own mom.Decatur, or, Round of Applause for your Stepmother!by Sufjan Stephens (2005). From his album called Illinois, this song is a tribute to the often difficult job that it is to be a stepmother.The Wishby Bruce Springsteen (1987). This song by ‘the Boss’ tells the story of the way that his mother sacrificed to buy him a cheap guitar when he was a little boy.Nobody Loves Me But My Motherby BB King(1971). Beginning as just a short fragment that opened up for an album, this song eventually grew into a rather famous one.
Share Memories About Mom
Those who have lost a mother might still want to observe the holiday by taking flowers to her grave, enjoying some of her favorite pastimes, looking through old photos and simply sharing the memory of her with family members.