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7 Mother’s Day Marketing Ideas Sure to Drive Sales

Expenditure on Mother’s Day is increasing. In the US alone, spending has almost doubled in just over a decade—going from $14.6 billion in 2010 to $28 billion in 2021.

This makes it clear: your Mother’s Day marketing ideas have to be stellar to encourage folks to buy from you and increase sales.

So how do you go about creating an attention-grabbing marketing campaign for Mother’s Day?


Mother’s Day marketing best practices

First things first, follow these best practices to get the basics right for a well-oiled Mother’s Day marketing:

  • Know who your target audience is

    . In particular, know where your target audience is based so you can launch your Mother’s Day campaign on the right day—be sure to double-check the exact dates in your retail marketing calendar. Remember the following:
    👉  Mother’s Day in the US, Canada, and Australia is celebrated in May
    👉  Mother’s Day in the UK is typically celebrated in March

  • Learn your audience’s preferences before planning a campaign.
    Instead of assuming, ask your audience. Host social media polls to learn what gifts your target buyers are planning to give to their mothers. Also, ask your newsletter or Facebook group community. Alternatively, host a survey on your site to learn about your audience’s preferences.‍
  • Offer a variety of gifts for all mothers. Plan to attract buyers across the board by offering gift options for all mothers, including mothers-to-be, new mothers, toddlers’ mothers, working mothers, and more.
  • Keep it simple. If you find yourself confused, stick with what’s simple but valuable. A site message announcing a limited-time collection or discount might work better than an elaborate, hard-to-manage social media campaign, for example.
  • Leverage content marketing. Be sure to create Mother’s Day-specific content such as listicles sharing gift ideas and social media content to generate hype around your campaign.
  • Pre-announce your campaign. Build excitement by messaging your email and/or SMS list(s) to prep them for any sales or campaigns you’re going to run.
  • Trigger FOMO. And finally, it’s essential you tell buyers your deal or collection is available for a short time only. This instills fear of missing out (FOMO), encouraging people to act. Make sure you use FOMO-triggering words (“limited edition,” “limited time,” “don’t miss,” etc.). You can also set a countdown timer on your site to feature the remaining time of your promotion.

When is the best time to start Mother’s Day marketing?

In the US, the search for Mother’s Day gifts starts from the beginning of April and peaks between the first week of May until Mother’s Day.

It’s the same in the UK, where the search starts around February 3rd to 17th and peaks between March 7th to 13th, according to Google Trends.

This means launching your campaign 3-4 weeks before Mother’s Day is a great idea.


1. Create a Mother’s Day gift guide

A gift guide can become a highly profitable resource for your store. It’s also a helpful tool for your customers to make purchasing decisions.

Any customer who’s rushing to find a last-minute gift for Mother’s Day will appreciate an appropriately-themed gift guide from their favorite online retailers. They reduce the overwhelm by curating a list of the best options to buy from you at this time.

You can also:

  • Run paid ads directly to your gift guide
  • Use your gift guide as a lead magnet to grow your email list
  • Promote your gift guide on social media

You can also feature the guide on the home page of your website with a promo popup.


2. Send meaningful Mother’s Day email campaigns

Several of these Mother’s Day promo ideas will work splendidly as an email promotion. You can educate your audience on topics surrounding your industry by sharing:

  • Helpful resources
  • Tips
  • Things to do for Mother’s Day (that may or may not involve your products)

3. Offer a gift with a purchase

How about a gift for the gift-giver?

Mother’s Day is the perfect time to bundle a gift with all purchases above a certain amount. You can choose a specific product, or you can offer a gift card.

Gifts are especially interesting if you sell products designed for mothers. If this is the case, you can offer a gift designed specifically for them.

Offering a Mother’s Day gift with a purchase is also a great email list-building tactic!


4. Try a ‘BOGO’ offer

There are a handful of reasons to launch a Buy One Get One Free offer for Mother’s Day!

For example, people purchasing gifts for their mothers and mother-in-law will be able to complete their shopping in a single go.

But it’s also ideal for someone who wants to match their mother (or whomever they’re buying a gift for).

5. Promote a free shipping offer

f you don’t normally offer free shipping with all orders, consider running a free shipping campaign around the same period as Mother’s Day.

People who are on the fence about ordering from your website due to shipping fees may finally pull the trigger on that purchase once those fees disappear.

How important is free shipping? Researchers from the Baymard Institute have found that 48% of abandoned carts are caused by extra costs, such as taxes and shipping fees.


The best way to let shoppers know you’re offering free shipping? Creating a free shipping bar that will display the minimum order requirement. However, don’t forget to include a mention of free shipping in every email you send out during your promotion.

6. Create a product bundle mothers will love

Go one step above the gift guide and create a product bundle that’s curated specifically for mothers.

A Mother’s Day bundle can help you increase average order value while also taking the work out of finding the perfect gift.

Feel free to pair product bundles with other promotions. For instance, you can offer free shipping to all bundle buyers. Or you can offer an extra gift with every bundle.


7. Promote a Mother’s Day giveaway


Finally, consider throwing a Mother’s Day giveaway as a way to give back to your loyal customers.

Giveaways aren’t just fun for your audience and customers — they’re also an effective way to expand your audience and gain new social media followers (or email subscribers). You get to choose how people enter your giveaway — so you can prioritize what you’d prefer.

Remember to look up the laws and regulations for giveaways in your country or region. These vary depending on the location, so there’s no one-size-fits-all process everyone can follow.

Whether you decide to go with something simple or plan a huge campaign, remember to keep a customer-first approach when planning your Mother’s Day campaign for your store. When you can provide a positive experience for every customer, you’ll be more likely to cultivate a loyal customer base that keeps coming back.