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10+ Inspiring Mother’s Day Marketing Ideas To Grow Your Store

September 19, 2023
Written and researched by experts at Avada. Learn more about our methodology

The article will put together a list of actionable Mother’s Day marketing ideas that help your online store grow!

Key Takeaways

  • Dedicated Shopping Page: Creating a dedicated page for Mother’s Day allows store owners to focus their sales efforts and direct customers effectively.
  • Gift Guide: An ultimate gift guide can simplify choices for buyers and highlight best sellers.
  • Personal Touch: Offering product personalization can make gifts more unique and appealing.
  • Pinterest Board: Creating a themed board can attract new customers and showcase products visually appealing.
  • Giveaway Strategy: Hosting a giveaway can create buzz and interest.
  • Free Shipping Appeal: Offering free shipping for select products can be an added incentive.
  • Email Marketing: A dedicated Mother’s Day email series, especially mobile-friendly ones, is an effective promotional tool.

What do you need to know about Mother’s Day?

Mother’s Day began in the U.S. in 1908 and has since gained global recognition. It’s celebrated on the second Sunday of May in countries like the U.S., Canada, and Australia to honor mothers’ love and sacrifices. 

In 2023, the UK celebrated it on March 19, whereas the U.S. maintained its traditional May date. For eCommerce businesses, planning campaigns 3-4 weeks ahead is crucial, especially since many customers tend to shop last-minute and to ensure timely shipping.

10 Must-Try Mother’s Day Marketing Ideas to Increase Your Sales 

We’ve compiled 10 standout Mother’s Day marketing strategies for your campaign. From personalized gifts to social media challenges, we have covered unique and thoughtful ways to make this Mother’s Day unforgettable. 

1. Create a page dedicated to Mother’s Day shopping

Start by reviewing your products to identify potential Mother’s Day gifts, even if they’re not directly related to the holiday. For better navigation, store owners should create a dedicated Mother’s Day page on their online store. 

For example, Anthropologie showcased their  popular items, like clothing and home decor, as potential gifts. This dedicated page simplifies the search for Mother’s Day presents and entices regular customers to purchase.

Create a page dedicated to Mother’s Day shopping

However, simply having a dedicated page isn’t enough; you need to actively promote it, possibly through pop-ups or other marketing strategies.

2. Put together the ultimate gift guide

Gift giving is a rewarding experience, especially when you find the perfect item. As Mother’s Day nears, many are on the hunt for presents. Shop owners can cater to these shoppers by curating a tailored gift guide featuring attractive products.

Put together the ultimate gift guide

For those who prefer visuals over writing, think about creating an infographic or a mood board, similar to Aishwarya’s 2021 campaign. Remember that each mom has her own style, so make sure to cater to varied tastes. Once your guide is ready, spread the word through social media or email.

Put together the ultimate gift guide 2

3. Offer product personalization

The trend of choosing personalized items over standard store-bought ones is growing. And for events like Mother’s Day, this trend is even more explicit as custom gifts become increasingly popular.

There are two approaches you use to incorporate product customization in your store:

  • Introduce a limited edition personalized product and add it to your collection.
  • Alternatively, consider allowing customization for the most popular products if you already sell Mother’s Day items. 

4. Create a themed board on Pinterest

Pinterest, with its 431 million users, is more of a visual search engine. Interestingly, over 77% of its weekly users find new brands or products on the platform. Many users turn to Pinterest for inspiration, from DIY projects to Mother’s Day gift ideas.

To stand out, you should post high-quality and attractive images. You also sort your pins by topic and color to grab attention. 

Especially by having a solid presence on Pinterest, you boost the chances of your brand catching the eye of visual platform enthusiasts.

5. Host a giveaway

Hosting a giveaway can increase your brand’s exposure, particularly for Mother’s Day. Participants engage by following specific rules for a chance to win. You can offer top-selling items as prizes to draw more interest. You can also promote it via email and social media for wider reach. 

Additionally, when hosting the giveaway on your website, enhance it with captivating content. For instance, Forever 21 effectively promoted their giveaway using Instagram stories and posts.

Here are different approaches to promote your Mother’s Day giveaway:

  • Create a newsletter series for an email marketing list.
  • Add a pop-up on your homepage to encourage visitors to join your giveaway.
  • Make a banner linking to the giveaway’s landing page. 

6. Run special Mother’s Day deals

Over the years, store owners have set a trend of offering holiday deals, and Mother’s Day is no different. Customers will likely anticipate two special offers for this occasion.

Promo codes:

Promo codes are a great way to encourage customers to buy. They create a win-win: customers enjoy discounts, and business owners catch increased sales.

Here are some examples of discounts you can apply to your store:

  • Percentage-based discount
  • Dollar value discount
  • Free or upgraded shipping
  • Free gift

7. Promote your special Mother’s Day deals

Once your Mother’s Day campaigns are done, it’s time to promote them!

Deliver push notifications

Push notifications, like SMS, are a potent tool for keeping in touch with your customers by sending brief messages to their devices about offers. 

They boast a click-through rate that’s twice that of emails. They’re also beneficial for promoting discounts. However, it’s crucial to send them at the right frequency to keep subscribers engaged and not overwhelmed.

Be visible on social media

For your Mother’s Day campaign, store owners should use social media with engaging visuals. Yet, as the special day nears, it’s crucial to focus on platforms that best reach your audience and prioritize producing high-quality, shareable content.

8. Run a Mother’s Day contest

Hosting a Mother’s Day photo contest can boost brand engagement. By having customers share photos with their moms using a designated hashtag, you not only promote user-generated content but also highlight the emotional significance of your product.

Another option is a sweepstakes, where buying or subscribing could win them a gift set. Alternatively, a trivia contest about Mother’s Day or your brand with prizes.

Regardless of the contest style, it’s vital to promote it extensively on your website and social media, ensuring you provide clear visuals and straightforward instructions.

9. Promote free shipping for select Mother’s Day products.

Offering free shipping, especially during events like the week leading up to Mother’s Day or for orders over $50, can entice customers to purchase more from store owners.

10. Create a Mother’s Day email series

Email marketing effectively informs both current and potential customers about your ecommerce offerings. It’s essential to plan ahead, so consider adding a promotional Mother’s Day email to your content calendar in advance.

Personalized emails can also boost transaction rates, being six times more effective than non-targeted ones. Indeed, this approach is a powerful tool for driving traffic to your business. 

Create a Mother’s Day email series

Here are some email marketing ideas for this year’s Mother’s Day:

  • Mother’s Day reminder or countdown
  • Special Mother’s Day deals
  • Last-minute deals
  • Order deadlines
  • Ongoing offers not specific to Mother’s Day
  • Best-selling products
  • Abandoned cart reminders

TOP 5 Mother’s Day Marketing Campaign Examples

Let’s take a look at 5+ Mother’s Day Marketing Campaign examples to inspire your ideas. 

Coca-Cola: Inseparable – The bond between mother and child 

Coca-Cola: Inseparable - The bond between mother and child 

Despite our daily distractions, it’s important to cherish our mothers. To remind us, Coca-Cola released a touching video, “Inseparable,” encouraging calls to moms on Mother’s Day. The video explores the profound bond between mothers and children, emphasizing the message: “This Mother’s Day, give Mom the gift she wants most. Call her.” 

Kay Jewelers’ Mother’s Day gift guide

Kay implemented a sales-boosting strategy by creating a landing page-based gift guide. Additionally, they simplified navigation by providing various categories.

First, they offer a range of shopping categories, such as “personalized gifts,” “all gifts,” and “top-rated gifts.” Consequently, shoppers can easily decide whether to purchase a unique or personalized gift for mothers.

Kay Jewelers’ Mother’s Day gift guide

Second, they offer four categories that help buyers shop by budget:

Kay Jewelers gift guide example 2

Finally, Kay provides general product categories before sharing the exclusive collections.

Kay Jewelers’ Mother’s Day gift guide 2

The landing page’s main section showcases a background video featuring a variety of mothers, from young to senior, and those with toddlers. This imagery effectively conveys that Kay Jewelry caters to all mothers.

Simon & Schuster’s  #BooksToGiveMom campaign

Simon & Schuster launched a notable #BooksToGiveMom campaign, showcased on their website and social channels. 

They created a video for social media where authors, including Alice Hoffman and Jared Cohen, talked about how their mothers got them to read their first book.

Similarly, for their website, they designed a landing page-based guide complete with a freebie announcement:

Mother's Day Marketing Ideas: Simon & Schuster

The landing page guide showcases books across various genres to help folks pick books for their mothers.

Furthermore, there’s a call-to-action (CTA) midway on the page, designed to capture leads from visitors who might be unsure about purchasing right away.

Simon & Schuster embedded form CTA example

Hallmark’s Mother’s Day Special Products

Hallmark took this approach with the specific Mother’s Day gifts and cards: 

Mother's Day Marketing Ideas: Hallmark

The page promptly shows that there’s a Mother’s Day card for all by offering filters for different buyer preferences:

Hallmark Mother's Day filters

Additionally, the page’s end provides links to useful content like breakfast-in-bed ideas for Mother’s Day, enriching the offer and adding value for potential buyers.

Allswell’s #BanTheBrunch campaign

Allswell’s campaign shines due to its foundation in customer insights. By surveying 1,000 moms, they learned that most prefer staying in bed on Mother’s Day over going out for brunch, showcasing the brand’s dedication to understanding its customers.

So the team created a ##BanTheBrunch campaign and aligned it with Allswell’s bedding product line:

Mother's Day Marketing Ideas: Allswell

Allswell enhanced their campaign by employing three additional marketing strategies: 

A giveaway

Allswell created a unique giveaway landing page, urging mothers to post photos or videos of them in bed with their children on Instagram. 

Allswell Mother's Day giveaway example

Discount on purchase

Allswell stimulated sales by offering a $100 reduction on mattress orders through their Mother’s Day promotional code.

Allswell Mother's Day discount code

Influencer marketing

Lastly, Allswell built hype by pairing with influencers on social media:

Influencer marketing

Platforms to Promote Mother’s Day Marketing Ideas 


Email will be useful in promoting your Mother’s Day marketing campaign:

  • Send an email announcing the launch of your gift shop, including a special coupon if necessary.
  • Send an email highlighting your gift guide.
  • Send an email featuring a list of best-sellers or most popular products.

Social Media Organic Posts

Creating captivating images for social media can enhance visibility during your Mother’s Day campaign, so it’s vital to have compelling content ready. 

social media organic post

You can also use Canva or Picmonkey to create Mother’s Day quotes and popular sayings. Additionally, you can craft jokes or spotlighting renowned celebrity mothers for global inspiration.

Social media organic post 3

Social Media Paid/Boosted Posts

When starting a social media campaign, you can promote your Mother’s Day promotion by running an ad or boosting a new post. 

Social Media Paid/Boosted Posts

Display Banner Ads

You can leverage the Google Display Network or other platforms to post “Mother’s Day” ads on prominent websites. Consequently, this strategy can lead to an increase in your website traffic.

Pinterest Boards

Another way to boost your Mother’s Day marketing is to introduce captivating DIYs for moms. Start by creating Pinterest boards and adding ideas to them. Next, integrate these boards onto your website and, concurrently, include links in your email campaigns.


You can launch a targeted marketing campaign for Mother’s Day, offering special discounts or bundles. You also use social media, emails, and website graphics to spread the message.
Traditional gifts like flowers, jewelry, and chocolates are top sellers for Mother’s Day. Spa treatments, beauty products, and personalized gifts have also become increasingly popular.
You should begin your Mother’s Day marketing 4 to 6 weeks ahead. This allows consumers enough time to notice your promotions and decide while also attracting early buyers and gaining momentum as the day nears.
People sell for Mother’s Day across various platforms, including
  • Social Media>: Platforms like Facebook, Instagram, Pinterest, and Twitter are commonly used to showcase special promotions, heartwarming videos, or gift suggestions.
  • Email Campaigns>: Retailers send out newsletters and targeted emails with exclusive offers, gift guides, and reminders.
  • Online Advertising>: This includes pay-per-click ads, banner ads, and sponsored content targeting potential buyers.
  • Retail Stores>: Physical displays, in-store promotions, and window decorations grab the attention of passersby.
  • Print Media>: Magazines, newspapers, and direct mail often feature ads and articles tailored to Mother’s Day.
  • Radio and Television>: Commercials and special promotions related to the occasion can reach a broad audience.
  • Online Marketplaces>: Platforms like Amazon, Etsy, and eBay feature Mother’s Day gift guides and promotions.
  • Influencer Partnerships>: Brands collaborate with bloggers and social media influencers to reach a targeted audience with gift suggestions and reviews.

Bottom Line

 personalized promotions and meaningful initiatives. Leveraging diverse platforms, from social media to in-store displays, ensures comprehensive reach and optimizes the potential for increased sales and engagement for the occasion.

Sam Nguyen is the CEO and founder of Avada Commerce, an e-commerce solution provider headquartered in Singapore. He is an expert on the Shopify e-commerce platform for online stores and retail point-of-sale systems. Sam loves talking about e-commerce and he aims to help over a million online businesses grow and thrive.