5 Mother’s Day marketing tips

Ideas for 2024 to cultivate customers and help your brand bloom

Mother’s Day advertising isn’t just for flower and card shops anymore, with consumer spending on the rise across a full range of shopping categories. Learn tips and best practices to help shape your Mother’s Day marketing strategy, gleaned from a variety of successful campaigns.

Start using Amazon Ads to display your products and create campaigns.

If you’d like additional support and guidance, reach out to request services managed by Amazon Ads. Budget minimums apply.

Create cost-per-click ads to help customers find your products on Amazon.

Discover more tips in our complete guide to seasonal advertising.

For more than a century, Mother’s Day has served as a celebration of the meaningful role of mothers—and during that time, the holiday has seen both its cultural and commercial impact grow. In fact, Mother’s Day has become one of the top spending holidays in the U.S., with consumers having said in 2023 that they planned to spend a record $35.7 billion for Mother’s Day, or $274.02 per shopper.1 Mother’s Day is also widely celebrated around the world, including in Brazil, Canada, Ethiopia, Germany, Japan, Peru, and South Africa.

But even as marketing opportunities abound, the question remains: How can brands maximize the impact of their Mother’s Day ads? Consider these tried-and-tested strategies.

5 Mother’s Day marketing ideas and tips

1. Put customer stories at the center of your marketing

Smiling woman

As part of their “She Runs This” campaign, Mastercard developed a series for Amazon Live highlighting the stories behind eight Black women-owned small businesses across the U.S. and how their brands have found a home in the Amazon store.

Customer-centric storytelling is a powerful tool for engaging audiences, especially around holidays and special occasions when shoppers want to make an emotional impact on their loved ones. So as Mother’s Day approaches, consider ways to humanize your brand by featuring real-life experiences that can help spark genuine connections with customers as they think about how they want to honor Mom.

Mastercard is an example of a prominent global company that weaves customer-centric storytelling into both brand and performance marketing initiatives. Recent efforts include an Amazon Live campaign during Black History Month as part of the company’s “She Runs This” program, helping raise awareness of the challenges facing Black women entrepreneurs while also building brand equity. The campaign showcased the origin stories behind eight Black women–owned small businesses alongside a special promotion for Mastercard customers.

2. Emphasize sustainability

Woman with a sapling

Coffee Defenders: a Path from Coca to Coffee

Sustainability is increasingly becoming a top factor among consumers when deciding which brands and products to shop. This is particularly true in connection with retail holidays like Mother’s Day that focus on family- and community-oriented values, such as personal responsibility and service.

Brands can promote their sustainability-related efforts through low-lift advertising tactics, at no cost at all. For example, brands that create a Brand Store on Amazon can showcase Climate Pledge Friendly offerings in their own “aisle” to help customers easily discover products that align with their more-sustainable shopping preferences. Brands can also develop creative, high-touch campaigns that help them address key performance indicators. For example, Italian coffee roaster Lavazza produced a documentary film centered on the topic of sustainable development programs that increased aided awareness, brand favorability, and purchase intent.2

3. Don’t overlook luxury shoppers

A woman in grey dress

Luxury Shoppers

Today’s “luxury shopper” category is more diverse than ever. In fact, research by Amazon Ads and Vogue Business found that 84% of luxury shoppers have an annual household income that is less than $150K,3 suggesting that a broad group of consumers is purchasing multiple luxury items. This means that Mother’s Day is an opportune moment for even exclusive designer brands to expand their customer bases. As an extra bonus, luxury brands can use Mother’s Day ads to highlight relevant messaging that helps customers get comfortable with higher prices like, “Show your loved one how special they are.”

Importantly, brands should consider using all types of channels—both inside and outside of stores—to help drive discovery in connection with seasonal retail events. The aforementioned study underscores the importance of an omnichannel marketing strategy, finding that nearly half of all luxury shoppers reported seeing online marketplace advertising that had recently helped them discover new luxury brands or products.4

4. Integrate your brand with premium streaming TV content

Premium streaming TV content

Prime Video shows and movies

The shift from linear to streaming TV has created new opportunities for brands to connect with relevant audiences when they’re likely to be receptive to ads. Now, with the introduction of limited advertising on Prime Video shows and movies, advertisers can integrate themselves into a broader range of premium streaming content that appeals to all types of viewers. In particular, Prime Video is able to reach key Mother’s Day audience segments (including spouses, partners, grown children, and young adults) through a broad slate of programming that spans exclusive series, such as The Marvelous Mrs. Maisel and The Lord of the Rings: The Rings of Power; hit movies, like Barbie and Oppenheimer; and more.

5. Be vocal


After Eden Laurin’s first experience giving birth, she realized that the one-size-fits-all approach she experienced at the hospital was not what she wanted for herself, or any other post-partum parent.

Brands may want to reconsider which issues they do—and don’t—address in their Mother’s Day marketing, as they seek to resonate with a broader audience that craves authenticity. Even topics that have traditionally been seen as taboo in advertising (e.g., health, politics, and money) are becoming more prevalent in ads content. That’s because brands that address personal or controversial issues can gain the attention of media-saturated audiences and help meaningfully build brand trust with them if they do so in a sensitive, thoughtful, and sincere way.

Take Nyssa, a well-being start-up whose entire mission focuses on changing how we talk about women’s health. Before even bringing any products to market, Nyssa developed The Unmentionables—a podcast that debunks myths and unpacks research related to under-discussed topics impacting women, such as postpartum and period care. The company also used Substack as a base to post conversations ranging from podcast audio to video interviews that spoke candidly and directly to women’s needs. Building on this bank of authentic content, Nyssa was then well positioned to explore ad solutions such as Sponsored Products that helped move customers from awareness to the consideration and conversion stages.

Additional resources

Retail holidays and events can help brands engage shoppers and drive product sales all year round—anywhere and everywhere. Check out this global retail holiday calendar to search for key sales opportunities by country or event.

Take a look at our best practices for preparing your Brand Store for key shopping events that may generate increased traffic so that you can leave a lasting impression on customers.

Find out how brands can make the most of major shopping events to strengthen their marketing strategy, based on market research.


When is Mother’s Day?

Mother’s Day is an annual holiday celebrated in the U.S. and many countries on the second Sunday in May. In 2024 in the U.S., it will be held on May 12.

When should I start advertising for Mother’s Day?

Advertisers should consider starting campaigns and special promotions at least two to three weeks prior to Mother’s Day, since research has shown that 56% of shoppers plan on buying Mother’s Day gifts at least two weeks in advance.5 Brands that operate in popular Mother’s Day spending categories (including the floral, jewelry, beauty, chocolate, spa, and restaurant sectors) may want to launch their Mother’s Day advertising up to four to six weeks in advance to help capture planned purchases.

What is a catchy slogan for Mother’s Day?

Consider using a Mother’s Day slogan that evokes an emotional response from audiences and encourages them to take an immediate action. If you’re offering any Mother’s Day sales or promotions, be sure to also weave that into your messaging. Sample slogans include:

Give Mom the gift of savings this Mother’s Day
Mom-approved savings inside
Mom’s love: The greatest gift of all
Moms deserve the best
Gifts as beautiful as Mom

What is the most popular activity for Mother’s Day?

Mother’s Day is the busiest day of the year for restaurants—but eating out isn’t the only way to celebrate. Other popular Mother’s Day activities include breakfast in bed or a home-cooked meal, spa treatments, baking, scrapbooking, and watching movies.

What are some examples of popular Mother’s Day ad campaigns?

Coca-Cola: Inseparable (2015)
Samsung: Texts from Mom (2015)
Brawny Paper Towels: Once a Mother, Always a Giant (2017)
Kraft: Swear Like a Mother (2017)
Allswell: #BanTheBrunch (2018)
Tesco: #EveryMum (2020)
Sephora: Sephora Celebrates All Moms (2022)
Coach: Mother’s Day Campaign x Jennifer Lopez (2023)