Mother's Day shoppers are as sentimental as they are savvy: Klaviyo's 2025 BFCM Forecast shows it's one of the top 5 holidays where people buy gifts for themselves or others specifically because of discount availability.
If your brand sells products that align with old fashioned ideas of motherhood—for example, health and beauty, jewelry, and home furnishings—tapping into that traditional, value-seeking behavior with your marketing campaigns may feel straightforward.
But in recent years, the world has become more thoughtful about what motherhood means to different people.
We’ve become more sensitive to people who don’t have mothers or who don’t have great relationships with their mothers. We’ve recognized that many people have a complicated relationship with the concept of motherhood. And we’ve seriously embraced the concept of the pet parent, as many folks are choosing animals over human children.
For as many versions of motherhood there may be, there are just as many ways for brands to connect with mothers, mother figures, and the people who love them on Mother’s Day.
Here’s some inspiration from 10 real-life brands to help you capture growing revenue opportunities during the spring celebration:
1. Our Place offers a compassionate opt-out
For some, Mother’s Day is a celebration of joy and love. For others, it’s painful or upsetting. That makes a Mother’s Day opt-out message peak customer empathy.
This Mother’s Day marketing example from kitchen essentials brand Our Place is simple and sensitive, and it puts the power of choice in the hands of the customer.
Mother’s Day marketing idea: Use your sign-up forms to allow subscribers to opt out of particular campaigns or messages right from the get-go. When you provide the option to select message preferences as you’re collecting contact information, you’re getting valuable zero- and first-party data that will empower you to segment your audience in the future—and send more relevant, resonant messages as a result.
Especially for Mother’s Day, when tensions may be high for some people, giving subscribers a tailored opt-out option may prevent someone from completely unsubscribing from your entire email list. It also shows you’re willing to go the extra mile to deliver a thoughtful customer experience.
2. Wild One celebrates all moms
In this Mother’s Day marketing example, pet essentials brand Wild One expands on the traditional meaning of motherhood by extending it to people who have pets. Their subject line is relatable—“This one’s for the dog moms 💘”—and shows that even if your kid is a four-legged, 25-pound ball of fur, mom duties still apply.
Even better, Wild One features user-generated content (UGC) to highlight real members of their brand’s community. It’s a clever way to demonstrate what their products look like in the wild (pun intended), while also adding an element of authenticity and humanity to a promotional email message.
Mother’s Day marketing idea: Make shopping easier for pet parents by layering in AI-powered assistance across channels. Connect subscribers to an AI customer agent that can answer product questions, help initiate returns, and recommend products tailored to their pet’s needs.
With autonomous service agents, the pet parents in your audience can get help when they need it, or when it’s convenient for them, like after a long day of new puppy training.
3. FARM Rio captures a micro-moment
One of Brazil’s most well-known apparel brands, FARM Rio, caters their Mother’s Day email toward last-minute holiday shoppers—the people who wait until the 11th hour to buy their gifts.
FARM Rio provides a solution that requires very little planning: a gift card. The email itself encapsulates not only the holiday rush to buy a gift, but also the seasonal spirit of spring by offering a timely coupon code in the header section.
“The ‘last day to get your orders in time for a holiday’ blast is always a good one,” says Brandon Amoroso, Gen Z entrepreneur and ecommerce marketing expert. “It expresses urgency, provides transparency, and is a real, hard deadline.”
Mother’s Day marketing idea: Turn procrastinators into purchasers with an omnichannel approach. Send timely SMS or WhatsApp reminders to anyone who opened but didn’t click, or use shoppable RCS messages to make purchasing easier for mobile shoppers.
4. Alice & Wonder promotes a holiday-themed product line
Some brands, like contemporary apparel and gift brand Alice & Wonder, offer dedicated Mother’s Day product collections. This Mother’s Day marketing example features the brand’s Mother’s Day gift guide, which includes curated photos of some of the items shoppers could buy for their mom, or for moms to gift themselves.
From fashionable apparel to quirky coffee and wine mugs, this product selection makes it easy for consumers to find something their mother will appreciate, without having to browse multiple websites or product pages.
Mother’s Day marketing idea: After launching your Mother’s Day collection, track engagement by creating a segment of people who clicked but didn’t purchase. This shows you which products are sparking interest. Then, follow up with that segment with a reminder to nudge them back to those items they were eyeing. AI can help you generate a fresh subject line if you need inspiration.
5. p.o.p. Candy uses SMS for last-minute shoppers
If someone subscribes to your brand’s text messages, they want to hear from you. According to Klaviyo’s 2024 global texting takeaways report, 72% of consumers expect to receive a message from your brand at least once a week after subscribing.
For Mother’s Day, small-batch candy company p.o.p. Candy isn’t shy about using text messaging to communicate with last-minute shoppers who may be so busy, they need to buy a gift on mobile. The text itself is short and to the point: the reader can see the deadline to get a gift in time for Mother’s Day, and click through to the product page.
Mother’s Day marketing idea: Use AI-powered channel affinity to predict whether each individual customer is most likely to engage next via text messaging, email, or WhatsApp, then automatically route your last-minute reminders to their preferred channel.
Send urgent text message alerts to the quick responders, or use WhatsApp to show candy carousels with one-tap check-out for visual browsers.
6. Dea Dia promises moms will get gifts on time
Sent 8 days before Mother’s Day, this Mother’s Day marketing example from jewelry brand Dea Dia serves as a gentle reminder to the reader to get that gift for the mother figure in their life. The subject line is playful and includes an incentive: “Don’t forget about Mom! 25% off sitewide!”
Mother’s Day marketing idea: Create an automated flow that triggers after Mother’s Day-themed promotions to request reviews and UGC from recent purchasers. With permission, promote UGC and testimonials on social media as well as in emails, texts, and WhatsApp campaigns.
7. Woolino empathizes with tired moms
If anyone in your life has a newborn, what they want might be easy to figure out: sleep. Woolino, a baby clothing and sleep apparel brand, empathizes with tired moms by highlighting how their sleep bags can help both babies and moms get a better night’s sleep.
In this Mother’s Day marketing example, a bold, direct headline—“This is what moms want for Mother’s Day”—and a punchline that’s bound to make the reader chuckle—“a sleeping baby”—precede the important information shoppers need to get the discount.
Mother’s Day marketing idea: Lead with empathy in your messaging while maintaining your brand voice. An AI marketing agent can help you create and test different content options for your Mother’s Day promotions to see what resonates with your audience.
Then, with autonomous marketing support, you can nurture your customers with educational content related to what they’ve purchased.
8. Ariel Gordon removes the gifting guessing game
For Mother’s Day, jewelry brand Ariel Gordon takes the guesswork out of what you can still buy, when you should buy it, whether it will get there on time, and how much you’ll spend.
Right at the top of this Mother’s Day marketing example, a hero image communicates the brand’s shipping calendar with clear cut-off dates. Throw in a 15% discount and over a dozen products featured in the email, and it’s no surprise that this email earned such a high click rate.
Bonus: Ariel Gordon understands that much of their audience may also be mothers themselves. That’s why they include a “Drop a Hint” module that makes it easy for them to share a wish with someone they know. They not only take out the guesswork for gift givers. They also help moms ask for what they want.
Mother’s Day marketing idea: Help indecisive gift-givers find the perfect present with a gift-finder quiz. Use the data from their responses to automatically segment customers and send hyper-targeted recommendations across channels. Someone shopping for a sentimental mom gets personalized jewelry suggestions, for example, while practical gifters see the everyday-wear collection.
9. My Trio Rings makes it easy to chip in for a high-priced gift
If your brand sells high-ticket items, your Mother’s Day gifts may have to be purchased by a group. Why not empathize with families who may be organizing a group gift?
In this Mother’s Day marketing example, jewelry brand My Trio Rings spells out their co-pay feature in bulleted steps. They also offer a hefty discount in both the subject line and the headline in the hero image.
Finally, the brand shows real empathy for those who may have to save up or pay in chunks for their Mother’s Day present through their no-fee layaway option.
Mother’s Day marketing idea: Use RFM analysis to create segments based on how recently a customer made a purchase (recency), how often they buy (frequency), and how much they spend (monetary value).
Target high-value segments (champions or loyal customers) with early access to limited-edition pieces or exclusive gift sets that match their past purchase patterns. Or reach customers who haven't purchased since last Mother's Day with win-back campaigns that highlight flexible payment options, removing financial barriers that might make them hesitate to celebrate mom this year.
10. Helen Jon keeps the sale (very) short
Urgency can help drive action, no matter the holiday. For Mother’s Day, apparel brand Helen Jon takes it to a whole new level with a 4-hour sale. Even better, they communicate the discount and the exact hours of the flash sale in the subject line: “Flash: 40% off for 4 hours only! 11am–3pm CT.”
Mother’s Day marketing idea: See how your flash sale performs by tracking what element of your marketing drives the most conversions. Use omnichannel linear multi-touch attribution to explore revenue associated with specific campaigns, flows, and channels to see what contributed to sales. You can find out if certain messages were more effective than others, or if a specific channel, like email, WhatsApp, or ads was the biggest revenue driver.
Scale up your Mother’s Day marketing with Klaviyo
Mother’s Day is one of the biggest revenue opportunities of the spring season, but creating campaigns that resonate takes time and strategic thinking.
Klaviyo can help you send messages that will delight mom, with:
- K:AI (Klaviyo AI) agents: Keep up with your marketing campaign creation and ongoing nurturing, and support customers with individual recommendations and service.
- Advanced segmentation: Segment on any piece of data, from any channel, across all time to craft messages that speak to your audience.
- Marketing automation: Build personalized customer experiences across email, SMS, RCS, reviews, WhatsApp, and mobile marketing, all from one place.
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