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?
To show you what's worked for others, we’ve put together this guide with six Mother’s Day marketing examples to jingle your creative gears. And to get you started, we also have a bunch of ready-to-use templates.
Let’s go 👇
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.
Mother’s Day marketing ideas & examples
Now for inspiring Mother’s Day marketing examples:
While you can always write blog posts containing your best ideas, a sales-boosting idea is to create a landing page-based gift guide.
Take a page from Kay Jewelers:
The special thing about Kay's landing page guide? They made navigation easy by providing categories.
First, they offer broad options of shopping “personalized gifts,” “all gifts,” and “top-rated gifts.” This way, shoppers can choose based on what type of gift they want to give—a personalized one or one that’s popular among mothers:
Second, they offer four categories that help buyers shop by budget:
Finally, Kay offers general product categories before sharing the exclusive collections:
Most of all, the hero section at the top of this landing page features a background video with a variety of different “types” of mothers–young, senior, toddler moms, etc. This sends a clear message to visitors: gifts are available for all mothers on Kay Jewelry.
2. Simon & Schuster’s #BooksToGiveMom campaign
Simon & Schuster hosted an excellent #BooksToGiveMom campaign that was marketed on both the company's social channels and website.
For social media, S&S created a video that featured authors like Alice Hoffman and Jared Cohen to talk about how their mothers got them to read their first book.
Don’t have that kind of a budget to splurge?
Do what Simon & Schuster did to market this Mother’s Day campaign on its site—create a landing page-based guide complete with a freebie announcement:
The landing page guide shares books from different genres to help folks pick books for their mothers.
This embedded CTA offering a freebie halfway down the page is a great incentive, too. It lets them capture leads in case people aren’t willing to buy right away:
There’s also an overlay popup that shows after you spend a set amount of time on the page. This is a great add-on to use in case anybody scrolls past the initial embedded form offer mentioned above:
What’s different, however, is that MAC didn’t launch new products. Rather, the company compiled existing products into interesting kits available for a limited-time only (again, think: FOMO).
The landing page also makes it easy to shop by categorizing items into:
Gifts under $25
Most of all: there’s an embedded site message with an attention-grabbing headline and strong copywriting that reads: “Gift perfectly with smartgift.”
Once clicked, it leads buyers to shop gift cards:
This is an excellent option to offer to those who have mothers who prefer to shop for their own makeup.
5. Allswell’s #BanTheBrunch campaign
This campaign from Allswell is great as it’s all based around research the brand did with its customers. Based on their survey of 1,000 moms, Allswell found that a lot of moms would prefer to just stay in bed on Mother’s Day instead of being dragged to brunch.
So, the team created a #BanTheBrunch campaign and aligned it with Allswell’s bedding product line:
They tripled the fun with three more marketing tactics:
1️⃣ A giveaway
Allswell incorporated a giveaway landing page by encouraging mothers to share photos and videos of them staying in bed with their kid(s) on Instagram to enter their mattress competition:
2️⃣ Discount on purchase
Allswell encouraged sales by offering a $100 discount on mattress purchases using its Mother’s Day campaign code:
3️⃣ Influencer marketing
Lastly, Allswell built hype by pairing with influencers on social media:
Masooma is a B2B writer for SaaS who has worked with awesome publications like Hootsuite, Vimeo, Trello, Sendinblue, and Databox among others. You’ll usually find her writing in-depth content, making to-do lists, or reading a fantasy novel.
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