While a mother's love knows no bounds, Mother's Day provides a prime opportunity to celebrate her and drive business growth for retailers and e-commerce stores alike.
With sales soaring—hitting a record $23.6 billion in gift spending in 2017—marketers leverage tools like coupons, discounts, and targeted campaigns to engage customers and convert shoppers effectively.
In this guide, backed by historical insights and proven tactics, we share the best Mother's Day marketing strategies to help your business thrive.
Fascinating Facts About Mother's Day
Here are key historical and statistical highlights:
- Julia Ward Howe first proposed Mother's Day in 1870 post-Civil War to promote peace.
- Anna Jarvis, the official founder, campaigned to honor her mother's wish—despite never marrying herself.
- Jarvis later opposed its commercialization and sought to abolish it.
- The inaugural celebrations occurred in 1908 in West Virginia and Philadelphia.
- President Woodrow Wilson proclaimed the second Sunday in May as Mother's Day in 1914.
- Observed on the second Sunday in May in the US, Canada, Australia, and more; Spain marks the first Sunday, France the last.
- Pink and red carnations honor living mothers; white for those passed.
- 86% of Americans celebrated in 2018, averaging $186 per person spent.
- US retail sales reached $23.1 billion that year.
- Jewelry spending hit $4.6 billion nationwide.
- It's the busiest day for US restaurants, with 87 million adults dining out.
- About 122 million calls were made to moms in the US alone.
- PEW Research notes it's the peak day for phone calls annually.
- One-quarter of yearly flower purchases occur on Mother's Day.
Expert Marketing Strategies
Send Early Reminders
In our fast-paced world, timely nudges are invaluable. Start reminders at least a month ahead via order confirmation pop-ups for existing customers and targeted emails to last year's Mother's Day buyers.
Craft Personalized Gift Guides
Help indecisive shoppers with guides tailored to mom archetypes like adventurous, stylish, foodie, traveler, fashionista, modern, or nature lover. Include budget-friendly and premium options, plus a "for all moms" section.
Share on social media with hashtags for viral reach. Example gifts for the modern mom:
- Personalized heritage necklace with initials
- Hand-painted coffee mug
- Elegant shopping bag
- Padded silk slippers
- Beautiful blush wristwatch
- Spa collection (hand cream, body butter, lip balm, sugar scrub)
- Luxury bed linen
- Smart mixer
- Stylish, sturdy sandals
- Fresh flower bouquets
Launch Social Media Campaigns
Social platforms offer unmatched reach. Maximize impact with:
- Emotive storytelling and personal visuals—content reigns supreme.
- Feel-good narratives that resonate emotionally.
- Influencer and celebrity endorsements; their Mother's Day posts drive top Instagram engagement.
- Image-heavy content across channels.
- Cross-platform contests like "Super Tweet for Mom" on X or "Most Touching Video" on Facebook, starting 7-10 days early, to spike shares and traffic.
Target Bargain Hunters with Discounts and Offers
Leverage coupons, deals, and promotions to expand your customer base and uplift sales.
- Buy-One-Get-One (BOGO): 93% of shoppers have used it; 67% favor it most.
- Dollar Rebates: Cash back after minimum spend.
- Promotional Coupons: 78% of browsers buy if offered one.
- Free/Enhanced Shipping: Top incentive for 90% of online shoppers.
- Percentage off select items.
See also: 10 Most Popular Coupon Websites for Budget Shopping
Use Web Push Notifications
These outperform emails with 4-8x higher CTRs. Key tips:
- Keep messages under 120 characters.
- Limit frequency to avoid fatigue.
Product Bundling
Bundle high-margin items with complements, like "mom and child" sets or beauty-health combos, to appeal emotionally and increase order values.
Final Thoughts
As Mother's Day nears—the third-largest US shopping holiday—deploy these battle-tested tactics to attract new customers, retain loyal ones, and elevate sales.
