Mother's Day Marketing: Complete Shopify Strategy Guide 2025

Mother's Day spending in the US alone exceeds $31 billion annually, making it the third-biggest retail holiday after the winter holidays and back-to-school season. For Shopify merchants selling giftable products, this represents a massive opportunity—if you prepare properly.

The key to Mother's Day success isn't just having great products. It's about creating a seamless gifting experience that makes it easy for customers to find, personalize, and send the perfect gift.

Mother's Day Shopping Behavior: What You Need to Know

Key Statistics

Average spending: $254 per person
84% of American adults celebrate Mother's Day
34% of purchases are made online
Top gift categories: flowers, jewelry, clothing, gift cards, and experiences
Last-minute shopping peaks 5-7 days before the holiday

Who's Buying?

Don't just think about children buying for mothers. Mother's Day shoppers include:

Adult children (largest segment)
Spouses buying for mothers of their children
Grandchildren buying for grandmothers
Children buying for stepmothers and mother-in-laws
Friends celebrating new moms or expecting mothers

Your Mother's Day Marketing Timeline

6-8 Weeks Before: Strategy & Setup

• Review last year's performance (if applicable)
• Plan inventory for expected demand
• Create or update Mother's Day gift guide
• Set up gift messaging with Mother's Day templates
• Plan email marketing calendar

4-6 Weeks Before: Campaign Launch

• Launch Mother's Day collection page
• Start social media content
• Begin paid advertising campaigns
• Send first email announcement
• Update homepage with Mother's Day messaging

2-4 Weeks Before: Peak Marketing

• Increase ad spend as competition intensifies
• Send gift guide emails
• Promote gift messaging and wrapping options
• Highlight guaranteed delivery dates
• Run influencer or UGC campaigns

Final Week: Last-Minute Push

• Send last-minute gift reminder emails
• Promote expedited shipping options
• Consider digital gift card promotions
• Update cutoff dates prominently
• Final social media push

Creating the Perfect Mother's Day Gift Experience

1. Build a Dedicated Gift Guide

Create a Mother's Day collection page with thoughtful categorization:

Gifts under $25, $50, $100
By recipient (Mom, Grandma, New Mom, Mother-in-Law)
By interest (Self-care, Home, Food & Drink)
Bestsellers and staff picks

2. Enable Personalized Gift Messaging

Mother's Day gifts are deeply personal. Customers want to express love and gratitude with meaningful messages. Use WithGifted to:

Capture personalized messages at checkout
Offer Mother's Day message templates
Print beautiful gift cards included with orders
Hide prices from gift shipments

3. Offer Premium Gift Presentation

Mother's Day calls for beautiful presentation. Offer tiered gift wrapping options:

Complimentary tissue and ribbon
Premium gift wrap ($5-8)
Luxury gift box with bow ($12-15)
Add-on greeting card ($3-5)

4. Create Gift Bundles

Curated bundles remove decision fatigue and increase AOV:

"Pamper Mom" self-care bundle
"Brunch in Bed" gourmet bundle
"For the Hostess" entertaining bundle
"New Mom" essentials bundle

Mother's Day Email Campaign Strategy

Email 1: Announcement (4-6 Weeks Out)

Subject: "Make Mom smile this Mother's Day 💐"

Introduce your Mother's Day collection
Highlight your gift messaging and wrapping options
Tease upcoming promotions or early-bird offers

Email 2: Gift Guide (3-4 Weeks Out)

Subject: "Find the perfect gift for every mom"

Feature your gift guide with category links
Include product recommendations
Showcase gift messaging capability

Email 3: Social Proof (2-3 Weeks Out)

Subject: "Why customers love gifting from us"

Share customer reviews and testimonials
Show photos of your gift presentation
Feature a customer story if available

Email 4: Deadline Reminder (1-2 Weeks Out)

Subject: "Order by [date] for guaranteed Mother's Day delivery"

Clear shipping cutoff dates
Urgency messaging without being aggressive
Feature bestselling gifts

Email 5: Last Chance (Final Week)

Subject: "Last call for Mother's Day gifts! 🎁"

Final shipping deadlines
Expedited shipping options
Digital gift card alternative

Mother's Day Message Templates

Help your customers express their feelings with ready-to-use templates they can customize:

"Happy Mother's Day, Mom! Thank you for everything you do. I love you!"
"To the best mom in the world—you deserve to be celebrated every day!"
"Wishing you a day as wonderful as you are. Happy Mother's Day!"
"Thank you for your endless love and support. You're my hero!"
"Happy First Mother's Day! You're doing an amazing job!"
"For the grandmother who makes everything better. We love you!"

Paid Advertising Tips for Mother's Day

Target Audience Segments

Adults ages 25-54 (primary gift buyers)
Interest targeting: gift shopping, Mother's Day, family
Lookalike audiences from previous gift purchasers
Remarketing to site visitors and email subscribers

Ad Creative Best Practices

Show products in gift context (wrapped, with card)
Feature the gift message/personalization feature
Use emotional, heartwarming copy
Include urgency (shipping deadlines)
A/B test different mom personas (young mom, grandma, etc.)

Post-Mother's Day: Don't Stop There

Mother's Day is also an acquisition opportunity. After the holiday:

Follow up with gift recipients: They experienced your brand and may become customers
Thank gift givers: Send a post-holiday email thanking them for choosing your store
Analyze performance: What sold well? What messaging resonated? Use insights for Father's Day
Collect reviews: Request feedback from Mother's Day purchasers

Start Preparing Now

Mother's Day success doesn't happen by accident. It takes planning, the right tools, and a customer-first gifting experience. Start preparing weeks in advance, and you'll capture your share of this massive market.

Make Every Gift Special This Mother's Day

WithGifted helps you offer personalized gift messages, beautiful presentation options, and seamless gifting that moms (and gift-givers) love.

Install WithGifted Free →