11 Top Mother’s Day Marketing Ideas for E-commerce in 2025

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The fact is, Mother’s Day is the third-most celebrated holiday in the United States, with consumers planning to spend considerable time celebrating their loved ones (Source: Numerator). According to the National Retail Federation (NRF), people aged 35-44 are expected to pay $345.75, making it a significant sales driver for e-commerce brands. 

To help you capitalize on this opportunity, we’ve put together a collection of practical Mother’s Day marketing ideas. From timing your campaigns to leveraging experiential gifts, paid ads, and strategic partnerships, we’ll explore strategies to help you maximize your sales and make this Mother’s Day one to remember.

1. Top 11 Mother’s Day Marketing Ideas

Notice Timing & Calendar Differences

​Mother’s Day is celebrated on various dates worldwide, and it’s crucial for e-commerce brands targeting international markets to be aware of these differences. Here’s a table highlighting Mother’s Day dates in several countries:​

Region	Countries	Mother’s Day Date (2025)	Notes
Europe	United Kingdom, Ireland	March 9	Fourth Sunday of Lent
	Spain, Portugal	May 4	First Sunday of May
	France	May 25	Last Sunday of May
	Germany	March 11	Second Sunday of May
North America	United States, Canada	May 11	Second Sunday of May
	Mexico	May 10	Fixed annual date
South America	Argentina	October 19	Third Sunday of October
	Brazil	May 11	Second Sunday of May
Asia	China, Japan, India	May 11	Second Sunday of May
	Indonesia	December 22	Hari Ibu (Mother’s Day)
	Thailand	August 12	Queen Sirikit’s Birthday
Southeast Asia	Philippines	May 11	Second Sunday of May
Middle East & Africa	Egypt, Sudan	March 21	Coincides with the Vernal Equinox
Oceania	Australia, New Zealand	May 11	Second Sunday of May

Consider inclusive angle

Timing is just one element of many Mother’s Day marketing ideas. Besides, you must integrate an inclusive outlook as a vital success factor for your business. As we all feel, Mother’s Day brings happiness to numerous people. Still, some find it challenging because they lost their mothers, or had complex maternal relationships, or encountered obstacles in motherhood.  Hence, realizing these concerns will help your brand improve customer relations and create a sense of loyalty.

One subtle way to deal with this issue is to allow customers to unsubscribe or opt out from Mother’s Day messages. This can somehow heal their souls and help them forget the pains. The results could be fewer subscriptions but a better understanding of the consumer. CEO Josh Pierry of Pierry digital marketing agency explains that requests to opt-out become valuable data, which enables brands to enhance their message personalization in upcoming campaigns.

Levain Bakery exemplifies this strategy’s exceptional use during the Mother’s Day marketing ideas. The company observed that Mother’s Day marketing events recently caused increasing consumer distress because these promotions activated strong emotions. Levain let their customers deny Mother’s Day content emails without unsubscribing from all communications. This ideal approach not only listens to their customers but also lessens adverse reactions. 

In a nutshell, for e-commerce merchants, incorporating an inclusive angle in Mother’s Day marketing ideas can be as simple as:

• Sending an opt-out email ahead of the campaign, allowing subscribers to skip Mother’s Day promotions.
• Using sensitive and flexible messaging, such as offering “Thinking of You” gifts instead of traditional Mother’s Day branding.
• Expanding product recommendations to include gifts for caregivers, mentors, and other loved ones, making the holiday feel more inclusive.

Focus on experiential gifts

Minding customers’ experiences will somewhat strengthen your Mother’s Day campaign ideas. Recently, people have tended to give presents that leave a lasting impression, unlike conventional ones. This vibe could be found in experiential gifts. 

Instead of just presenting tangible goods, experiential gifts aim to create moments as said above. Clients can choose from spa treatments, concert tickets, cooking classes, customized video content, or even weekend stays in their gift selection. Based on NRF data, 48% of customers seek unique, unusual products for their purchases, and 43% choose gifts that build unique moments. The upward trend obviously reveals that people tend to choose gifts that combine personalization and specialness.

For Shopify merchants, one smart way to tap into this trend is by partnering with experience-based brands. For example, if you sell skincare or beauty products, you can collaborate with local spas to offer discounted treatments with every purchase. Subscription boxes are also great ideas. You can set up Mother’s Day-themed boxes that mix your products and vouchers for experiences, like online art classes or guided meditation sessions.

Another fun approach is offering digital gift cards that come with bonus experiences. For example, a fashion store can sell a gift card with access to a virtual styling session. This adds extra value to the gift while making it feel more personal.

Bundle Complementary Products/ Services

By bundling related products or services, you can create a more comprehensive and appealing offer that enhances the customer experience and boosts average order value (AOV).

Bundling’s advantages are widely known. Research by the National Bureau of Economic Research reveals that product bundling tends to raise revenue by 30%. The bundling capability offers customers a complete solution, enhancing their transaction value perception and purchasing probabilities. What’s more? This approach can boost their satisfaction rates because they feel more satisfied with the bundling pricing they receive. 

There are several types of bundles that you can create, including:

• Gift Sets: Combine best-selling products into ready-to-gift bundles (e.g., a skincare set with a cleanser, moisturizer, and face mask).
• Buy More, Save More: Offer “Buy 2, Get 1 Free” deals or discounted add-ons when customers purchase multiple related items.
• Experience + Product Bundles: Pair a product with a service or experience, like a candle set with a virtual self-care workshop.
• Subscription Boxes: A monthly curated Mother’s Day-inspired box keeps customers engaged beyond the holiday. 

A wide selection of powerful apps exists for Shopify stores that aim to boost their sales through product bundles. Shops offering customizable discounts in their mix-and-match bundles and personalized bundle creation through their Bundle Builder Page will find BOGOS.io Free Gift & Bundle (2,570+ users – 4.9/5★) an optimal solution.

Discount on purchase

A proven Mother’s Day Marketing Idea includes offering discounts for orders through minimum purchase requirements. This enables customers to access free shipping or obtain discounts. Customers end up spending more money through this technique while conversion rates improve.

In reality, customers find unconditional free shipping and special discounts extremely effective during Mother’s Day and other festival periods. A RetailMeNot survey shows that 66% of consumers applied coupons or discounts before buying goods they did not intend to purchase. Customers say they will buy from a new brand when they discover discounts and offers.  Therefore, special incentives for new customers should be used in online advertising to grow your customer base.

When it comes to free shipping, the data is equally compelling. A staggering 80% of customers are willing to meet the minimum purchase threshold to avoid shipping charges. However, customers’ desired shopping experience opposes retailers’ requirements. Most retail businesses establish shipping fees of $64, but their customers are willing to spend up to $43 for free shipping eligibility. Thus, strategically set your free shipping threshold closer to what customers will pay. You will find this work. 

To implement this strategy effectively, consider the following:

• Set a reasonable purchase threshold for free shipping that aligns with your business goals.
• Offer discounts or promo codes to first-time customers to encourage them to purchase.
• Use online ads to promote your discounts and free shipping offers, targeting customers likely to be interested in your products.

In summary, free shipping and discounts implemented in Mother’s Day marketing ideas can enhance conversion rates, new customer acquisition, and average order numbers.

Invest in Paid Ads

Even the best deals can be overlooked without the proper advertising. Paid ads are vital for reaching more objectives. Countless ad display platforms exist, but each caters to the different target audience and marketing aims. 

Ad Channel	Best For	Key Features
Google Ads	High-intent shoppers	Search, display, video, and shopping ads targeting keywords & demographics
Meta Ads (Facebook & Instagram)	Social media users	Carousel, collection, and video ads based on interests & behaviors
TikTok Ads	Short, engaging videos	Ideal for viral marketing & influencer collaborations
Pinterest Ads	Gift inspiration seekers	Promoted pins drive traffic to gift guides & landing pages
LinkedIn Ads	B2B corporate gifting	Targets professionals by job title & industry

Not all shoppers buy on their first visit. In fact, the conversion rates for retargeted users reach 70% higher than those of users who had never seen prior advertising. When targeting potential customers with ads, several times, owners of retargeted campaigns can generate up to 150% more conversions and identify their brand 57% better.

To maximize the impact of retargeting ads, merchants should:

• Use dynamic retargeting – Show shoppers personalized ads featuring the products they viewed or similar recommendations to increase relevance.
• Create exclusion lists – Remove customers who have already made a purchase from your retargeting campaigns to avoid unnecessary ad spend.
• Implement cross-platform targeting – Reach users across different touchpoints by running retargeting ads on Google, Facebook, Instagram, and TikTok for better results.

To get the most out of paid ads for your Mother’s Day promotion campaign, set aside a portion of your budget for retargeting campaigns. Since conversion rates peak as the holiday approaches, consider increasing ad spend 2-3 weeks before Mother’s Day to capture last-minute shoppers.

Start your campaign early

Investing in paid ads ensures your brand reaches the right audience, but timing is just as important. Running your Mother’s Day marketing ideas early can significantly boost conversion rates, helping you stay ahead of the competition. 

Many shoppers don’t wait until the last minute. Statista reports that over 40% of U.S. consumers shop for Mother’s Day gifts 2 weeks in advance, with many deciding even earlier. Therefore, launching your campaign early helps you reach them before they commit elsewhere. Plus, you capture both early planners and last-minute shoppers, doubling your sales window while others fight for late buyers. 

Why Starting Early Matters?

Firstly, start your Mother’s Day marketing campaign early, and you’ll crush competitors who are still sleeping. Early campaigns capture customer attention before the market gets crowded, giving you first access to shoppers’ wallets. Your message stands alone instead of drowning in the last-minute noise when everyone else finally wakes up.

Secondly, early preparation transforms decent campaigns into money-makers. You’ll have time to test different messages, refine your offers, and create materials that actually convert. Last-minute campaigns always feel rushed and generic – exactly what customers ignore. With extra weeks of planning, you’ll develop promotions that connect emotionally and drive real sales.

To make the most of Mother’s Day marketing ideas, you should:

• Launch campaigns 4-6 weeks early to lock in lower ad costs and catch early shoppers.
• Run teaser promotions on social media to engage potential buyers before the peak shopping period.
• Set up a structured email sequence that starts a month ahead and intensifies in the last 10 days.
• Ensure a smooth mobile shopping experience, optimizing for fast checkouts and easy navigation.

Starting early doesn’t just mean more sales – it means less ad spend, higher engagement, and a well-prepared strategy that delivers results.

Create a Mother’s Day gift guide

To create a gift guide that resonates with your customers, consider organizing it in a way that makes sense to them. Here are a few ideas to get you started:

• By Price: For example, you could have sections for “Under $20,” “$20-$50,” and “$50+.” This will help customers quickly find gifts that fit within their budget.
• By Recipient: For example “Gifts for New Moms,” “Gifts for Grandma,” or “Gifts for the Busy Mom.” This will help customers find gifts that are tailored to the specific mother in their life.
• By Interest: You can consider “Gifts for the Fashionable Mom,” “Gifts for the Outdoor Enthusiast Mom,” or “Gifts for the Foodie Mom.”
• By Product Category: You could have “Jewelry,” “Home Decor,” or “Experiences.”

The next step involves designing an engaging structure for your gift guide after determining its organization. Here are a few tips:

• Make use of high-resolution photos that present the items in real lifestyle settings.
• Write thorough product descriptions emphasizing each gift’s characteristics and advantages.
• Add credibility and social proof by using client endorsements and reviews.
• Consider highlighting your best suggestions with an “Editor’s Pick” or “Gift of the Month” section.
• Include a call-to-action (CTA) that is obvious and motivates customers to buy.

An attractive design, clear organization, and user-friendly interface will greatly help people select the best gift. By merging these Mother’s Day marketing ideas with your overall business plan, you can achieve immense customer satisfaction and increased revenue.

Partner up with local flower shops, spas, jewelry stores, or restaurants

Creating a gift guide seems ideal to make Mother’s Day shopping easier, but what if your company doesn’t carry conventional gifts? Your business can connect with local vendors who will improve your brand and products instead of missing out on this primary shopping season.

The NRF statistics show that greeting cards and flowers remain the preferred Mother’s Day choices for 74% of consumers but special outings interest 59% of buyers. Hence, your store can partner with florists, spas, jewelry stores, and restaurants, to enable customers to find popular Mother’s Day presents even if you don’t sell these specific ones.

One noticeable piece of information is that the Ahrefs platform shows that restaurant searches are a prevailing trend when users search for “Mother’s Day ideas.” This high demand for dining experiences creates a golden opportunity for stakeholder collaboration. For Mother’s Day, one brand would host a contest where the winners would receive their retail purchase plus lunch at a partner restaurant.

Additionally, wine sales increase by 16% on Mother’s Day (Source: Lightspeed), making alcohol-related bundles another profitable idea. Think of collaborating with wineries or liquor stores to produce high-end gift packages if you sell gourmet chocolates, home décor, or cosmetics.

So don’t be afraid to think outside the box and explore new partnership opportunities – it could be the key to making your Mother’s Day marketing ideas a success.

Have a special Mother’s Day section on your site (and in your store)

Having a special Mother’s Day section on your site and in your store can help convert browsers into buyers. Research from Entrepreneur cites that optimized landing pages boost conversion rates by 300% for customers. A well-designed landing page will guide customers toward purchasing the ideal present by offering a focused shopping experience. 

The following tips might help you to create a better one:

• Make it Visible: Ensure your Mother’s Day section is prominently displayed on your website and store. Use clear and eye-catching signage to draw attention to the section, and consider adding a banner or pop-up to your website to promote the section.
• Curate Your Products: Carefully curate the products you feature in your Mother’s Day section. Choose items relevant to the holiday and that will appeal to your target audience. Consider creating a “Gift Guide” or “Top Picks” section to help customers find the perfect gift.
• Add a Sense of Urgency: Create a sense of urgency by adding a countdown timer or a limited-time offer to your Mother’s Day section. This will encourage customers to purchase before the holiday is over.

Optimize for Mobile: Make sure your Mother’s Day section is optimized for mobile devices. Many customers will be shopping on their smartphones, so ensure that your section is easy to navigate and that the images and text are clear and readable.

Offer Mother’s Day-Specific Products

E-commerce brands primarily chose to market their existing products with specific adaptations during Mother’s Day. However, presenting custom, unique Mother’s Day products could be pivotal. This tactic establishes a feeling of urgency and demonstrates how your brand invested effort in developing unique products for this special event.

Examples of Mother’s Day-specific products include:

• Personalized jewelry, such as custom-made necklaces or bracelets with a mother’s birthstone or children’s names
• Exclusive gift sets, like a “Mom’s Self-Care” kit or a “Mom’s Day Out” bundle
• Customized home decor items, such as photo frames or vases with a special Mother’s Day message
• Limited-edition candles, soaps, or perfumes with scents inspired by motherhood

One typical case study is Lush’s 2024 Mother’s Day collection celebrated motherhood in all its forms by introducing six returning favorites and 16 new, entirely vegan products. This collection focused on self-love initiatives to benefit mothers and maternal figures. 

The company partnered with female cooperative groups to produce organic Argan oil from Morocco and shea butter from Ghana, a way that supported local women’s communities. Two special products emerged in the collection: ‘Snuggles’ shower gel, developed from an inventor’s daughter’s attachment, and ‘Wild Violet Co-Mingle,’ which took its name from a team member’s offspring. Besides, the fragrance ‘Alina’ entered the market to represent the emotional bond between generations. ​

Therefore, to create successful products, consider the following practices:

• When creating your items, think about the qualities that make a mother unique. What passions, pastimes, or interests does she have? Which colors or fragrances are her favorites? By combining these components, you may produce something that genuinely connects with your clients.
• Collaborate with bloggers or influencers, especially mothers themselves, because they can provide their followers with advice and personal stories.
• Organize giveaways or contests on social media to create buzz about your goods. For instance, you might invite clients to post a picture of their mom on social media with a hashtag. A winner would then be chosen to get a complimentary item or gift card.

2. Mother’s Day Successful Marketing Campaigns for Inspiration

Winning Mother’s Day campaign ideas will attract loyal customers through memorable impressions. Many brands have leveraged social media, imaginative promotions, and touching tales to engage audiences. The following are five fantastic Mother’s Day marketing approaches brands used to show great appreciation for mothers.

2.1 Bvlgari and Vogue – “A Mother’s Legacy”

Vogue did collaborate with Bvlgari to produce a moving advertisement celebrating the extraordinary maternal-daughter bond in life. Their Mother’s Day campaign ideas featured two short video clips that emphasized famous maternal relationships. Through this series of films, the creators paid tribute to how mothers sustain lifelong legacies of love toward their daughters.

Their key tactic involved working alongside Vogue to deliver touching content that appealed to their audience. The campaign achieved genuine charm by featuring well-known mothers and their daughters while showing authenticity. These brands increased their audience reach by distributing these films on social media.

Key takeaways:

• Partner with influencers or other brands to create high-quality content
• Use emotional storytelling to connect with your audience
• Highlight the unique bond between mothers and daughters

2.2 Sephora – Stories of Belonging: Moms from Mother’s Group

One another lovely case study is from Shephora. As part of their Mother’s Day campaign ideas, they featured numerous mothers talking about their motherhood lives, joys, and struggles as well. The video perfectly showcased how mothers use love to connect with their families.

Their key tactics focused on building relationships that united their audience members. Thanks to the genuine sharing mothers, the audience experienced sympathy and emotional understanding. In addition, the commercial targeted their audience by showcasing the company benefits that Sephora offers, including IVF and adoption programs.

Key takeaways:

• Create a sense of community and connection with your audience
• Use real stories to create a sense of empathy and understanding
• Highlight the benefits of your brand that resonate with your audience

2.3 Victoria’s Secret – Real Love

Victoria’s Secret’s “Real Love” Mother’s Day campaign ideas displayed touching experiences and challenges that mothers put up with. In the ad, brand friends and models posed with their moms, grandmothers, or kids to honor the bonds that foster true love.

By presenting real mother figures alongside their families and personal accounts of motherhood stories, they successfully motivated supporters to understand both the positive and negative aspects of parenthood.  Regardless of their personal backgrounds, the advertisement promoted the importance of celebrating all maternal figures in our world.

Key takeaways:

• Create a sense of authenticity and connection with your audience
• Use real stories to create a sense of empathy and understanding
• Celebrate the multifaceted relationships that instill real love and connection

2.4 IKEA – A Priceless Mess

IKEA’s Mother’s Day campaign ideas featured lively activities that honored children’s distinctive ways of showing love toward their mothers. Through “A Priceless Mess,” IKEA enabled children to leave their marks on furniture products, making one-of-a-kind gifts for their mothers.

Their tactics focused on developing an engaging and participatory experience that changed people’s perceptions of children’s impromptu art. By converting the store into a lively art studio, they inspired children to let their imaginations run wild and create extraordinary artwork. Apart from this, preserving the salad days was another ad theme.

Key takeaways:

• Create a unique and interactive experience that encourages creativity and self-expression
• Shift perspectives on the value of spontaneous art created by children
• Highlight the importance of preserving the precious, fleeting moments of childhood

2.5 The Academy – Thank You, Mom

The Academy’s Mother’s Day campaign ideas paid an emotional tribute to moms by compiling Oscar winners’ heartfelt acceptance speeches, in which they thanked their mothers. The video showcased genuine, unscripted moments, making it a powerful and authentic piece of storytelling.

Their key tactics focused on using real-life clips to create an emotionally engaging campaign. By emphasizing the role of mothers in shaping success, The Academy crafted a message that resonated with a broad audience.

Key takeaways:

• Create a sense of authenticity and connection with your audience
• Use real moments to create a sense of empathy and connection
• Encourage user-generated content to create a sense of community

3. Conclusion

I hope you find this blog post helpful in planning your Mother’s Day marketing ideas for 2025. From early campaign launches to experiential gifts and strategic partnerships, there are many ways to boost sales and engage customers. Start implementing these ideas now to make the most of this special occasion!

4. FAQs