Mother’s Day is one of the most widely recognized holidays in the United States, ranking just behind Christmas and Thanksgiving in terms of celebration. This presents a major opportunity for brands to connect with their audiences. However, consumer behaviors are evolving, requiring businesses to rethink how they engage potential buyers during this sentimental season.
To maximize success, advertisers must focus on three core elements: crafting resonant messaging, emphasizing the value behind their offerings, and strategically placing their campaigns where their audience is most engaged. Connected TV (CTV) is proving to be an effective channel, especially considering that 65% of mothers with children under two actively use streaming services—outpacing the 59% of all women who do the same.
Based on recent market insights and performance data, here are four key trends that can shape a winning Mother’s Day advertising strategy in 2025.
1. Consumers Are Redefining What Constitutes a “Good Deal”
Economic uncertainty in recent years has shifted consumer perspectives on what makes a purchase worthwhile. Traditionally, shoppers equated discounts with lower prices, but today, they’re considering additional factors such as convenience, quality, and exclusivity when making buying decisions.
Recent surveys highlight this transformation:
- 55% of consumers are willing to pay more for convenience.
- 56% would spend extra on something that enhances a special moment.
- 43% planned to purchase experiential gifts in 2024 to create lasting memories.
While traditional gifts like flowers and greeting cards remain popular, experiential gifting—such as travel, entertainment, and activities—has gained traction. This shift was reflected in advertising performance as well, with brands in the arts, entertainment, and travel sectors seeing noticeable improvements in conversion rates and cost efficiency leading up to Mother’s Day 2024.
To stand out, brands should emphasize more than just discounts. Highlighting the overall value of an experience, service, or product—particularly in a way that aligns with emotional gifting—can drive consumer engagement.
2. Early Planning Translates to Higher Conversions
While last-minute shopping spikes are common in some holiday seasons, Mother’s Day tends to follow a different pattern. Data shows that most gift buyers prefer to plan ahead, with 70% of consumers making their purchases two weeks to a month before the holiday—a sharp increase from 56% in 2023.
This purchasing trend aligns with advertising performance data. Brands that launched their Mother’s Day campaigns at least a month in advance saw a steady rise in conversions, peaking in the final days before the holiday. Additionally, cost per acquisition (CPA) decreased for early advertisers, despite the heightened competition during the season.
For brands looking to maximize their impact, the takeaway is clear: start your advertising campaigns at least two to four weeks before Mother’s Day. This gives you time to build brand awareness, optimize campaign performance, and capture high-intent buyers before the holiday rush.
3. Brands Are Taking a More Inclusive and Emotionally-Driven Approach
While Mother’s Day is a joyful occasion for many, it can also be a difficult time for those who have lost loved ones or experienced challenges related to motherhood. Recognizing this, brands have started incorporating more empathetic messaging and flexible marketing approaches.
Some companies now offer customers the option to opt out of Mother’s Day promotions to respect their personal experiences. Others have shifted their messaging to reflect a broader definition of motherhood, highlighting grandmothers, mentors, and other maternal figures in their campaigns.
Creative storytelling is also playing a bigger role in Mother’s Day marketing:
- A crafting brand partnered with women artists to create murals celebrating motherhood.
- A food delivery service helped reunite families separated by distance.
- A footwear company emphasized how their products are passed down through generations.
For advertisers, this trend highlights the importance of personalized and emotionally resonant messaging. Whether through user-generated content, brand-driven narratives, or celebrity endorsements, successful campaigns will be those that genuinely connect with their audiences on an emotional level.
4. Small Businesses Experience a Surge in Sales
Mother’s Day isn’t just for major retailers—it’s also a crucial period for small businesses. Consumer behavior data shows that 25% of shoppers opted to purchase gifts from small businesses in 2024, demonstrating a growing preference for personalized and locally sourced products.
This trend was reflected in advertising performance, with small business advertisers seeing noticeable spikes in revenue and return on ad spend (ROAS) during the two weeks leading up to Mother’s Day. The shift toward supporting local businesses is in line with a broader consumer movement prioritizing unique and meaningful gifts over mass-market options.
For small brands, this means Mother’s Day can serve as a critical moment for growth. By leveraging social media, CTV, and other digital marketing channels, smaller retailers can effectively compete with larger brands and capitalize on the holiday shopping surge.
Final Thoughts: Rethink Traditional Mother’s Day Advertising
Mother’s Day remains a prime opportunity for brands to connect with consumers, but the rules of engagement are changing. Value perception now extends beyond price, consumers are planning their purchases earlier, and brands must approach the holiday with a mix of inclusivity and emotional storytelling.
For businesses looking to maximize their reach, starting campaigns early and meeting consumers where they spend their time—such as on CTV—will be key to success. By embracing these strategies, advertisers can create meaningful connections and drive results in this evolving Mother’s Day landscape.
