Who's Winning at Mother's Day Marketing?

Posted by Rita Braga Martins 7 Mar 17

mother's day marketingEver forgotten to send a card for Mother’s Day? Experienced that sense of dread when you realise it’s Saturday and you’ve missed the deadline for getting your flower order in? Felt like a disappointing child when you’ve had to send a Mother’s Day text message instead of a gift?

It’s okay - we’ve all been there.

Luckily, a lot of ecommerce stores are here to help, whether you’re a last-minute panic buyer or you’re a little more organised.

We've seen retailers making huge efforts to differentiate their offers and product ranges with creative marketing campaigns, to inspire customers to buy the most special, meaningful gifts or all-time favourites for their mums.

Listed below are a few of our favourite so far (and if you’re like me and don't have a present yet, there's some pretty good ideas on how to make mum feel special this Mother's Day).

Email Campaigns


Danish jewellery brand Pandora have opted for a drip campaign this Mother's Day, starting with a simple Mother's Day promotion at the bottom of their newsletters before moving on to dedicated mailouts, as shown below.

The first email, sent nice and early (3rd March), offers some gift ideas in the shape of heart charms, whereas the second email focuses on an incentive—that "all purchases on or over £125 come with a complimentary jewellery box". 

Pandora email

Fortnum & Mason

Through its comical "fit for your queen" gif, Fortnum & Mason manages to show off its wide-ranging hamper offering in a quick and efficient way. The email shown below also came in a slightly different version, also taking on the VIP (very important parent) theme and mirroring the template structure (a gif displaying hampers followed by more "hand-picked" ideas). 

Extra brownie points for the witty, succinct copy and crystal clear CTAs.


F&M mother's day


Personalised cards and stationary company Papier is one of our favourite Mother's Day campaigns this year—not just for its beautiful newsletter (shown below), but its charitable cause.

As explained in its dedicated newsletter below, Papier is donating 30p from the sale of every Mother's Day card to the Breast Cancer Haven, who do "amazing work supporting women undergoing treatment for breast cancer".


Rose & Grey

As shown in the email below, Rose & Grey took on an emotional approach to its Mother's Day marketing. This newsletter made us reminisce about our childhood - as soon as you see the business founders' classic photograph, you immediately want to start searching for your own old family pictures.

As a furniture and interiors store, Rose & Grey chose to promote its traditional ‘nostalgic’ gifts - you’d definitely be tempted to buy one of their vases with spring flowers or their lovely frames to display those old photography treasures.



For those wanting to offer some luxury classic gifts, Burberry always has the perfect elegant presents for mum. From perfume to ponchos to scarves, you can monogram and customise many of the products on offer.

The image on the left shows a Burberry newsletter promoting the My Burberry perfume especially for MUM, and the image on the right shows their Gifts section, where you can monogram clothing items or simply buy their suggested presents.


Special Events & Partnerships


J. Crew invited all its email list to a tea party in selected offline stores, with the promise of a gift with every purchase, plus other (mysterious) surprises. The messaging was clear - get some daughter/son-mum quality time and buy her some of J.Crew´s fantastic clothes, shoes or jewellery. Definitely was our cup of tea!
New Call-to-action


Mulberry Bond Street teamed up with McQueens flowers for Mother's Day, inviting a florist to the store to create posies for those buying gifts on the day.

Despite not incentivising their online sales, this campaign definitely encouraged customers to go to their store. It’s these little touches that can help brands earn the customers’ preference, especially on gifting occasions such as Mother’s Day (can’t go wrong with flowers, can you?).



Gift Guides

Some retailers have created gift guides for the occasion, bringing together a carefully curated selection of the perfect gifts for mum. These are great for product bundling and cross-selling, if we think of the 'shop the look' trend in ecommerce stores. Bear in mind that these campaigns must be well executed, with links to every product within a guide or the ability to add a whole selection of products to basket.

The White Company

Every year, there will always be certain brands that promote their Mother's Day gift guide on their site—either through a banner/section on their homepage or in a the dropdown of a "gift" tab in the navigation bar.

As shown below, The White Company is one of those brands, devoting an entire landing page to Mother's Day gift ideas. The page is introduced with an inviting CTA to "spoil" on Sunday 26th March "with a luxury gift or two". 


The White Company Mother's Day marketing

UGG Australia

This screengrab from UGG is a great example of a brand including a 'Mother’s Day Gifts’ section on its website.
UGG incorporated a countdown timer to the day (creating a sense of urgency), and offered customers free delivery.


Uniqlo has also been known to experiment with a Mother's Day Guide, inviting shoppers to spoil their mum with "new (Uniqlo) additions".

Below on the left is the Uniqlo newsletter announcing its Mothers Day Guide, and by clicking through to shop the guide on the website visitors could choose between day, work or casual categories of products (image on the right).

uniqloSocial Media Campaigns


A quick visit to the Lush website reveals that the brand is already setting to work with Mother's Day 2017, promoting its product offering via captivating (and genuinely useful) content marketing on its blog.


Lush_Mother's Day marketing


The handmade cosmetics brand has used social media to promote its products for Mother’s Day in the past, with a few amazing marketing campaigns under its belt (shown below).  



The Body Shop

True to form, this year The Body Shop has introduced yet another brilliant Mother's Day campaign on social media, asking its followers to "share a vintage photo of the woman who passed on her spirit and quirks to you" using the hashtag #GotItFromHer. So far, the brand has promoted the campaign mostly on Instagram, as shown in the screengrab below.
The Body Shop Mother's Day campaign  

On the subject of The Body Shop, who remembers this video for the brand's 'Treat Mum Like a Queen' campaign? Just brilliant. 


Mother’s Day Website Pop-ups

Handpicked Collection

This online retailer implemented a Mother's Day popup, which appeared about 10 seconds after you landed on their website (see image below).

Impressively, it contained a countdown timer, and offered £5 off, while at the same time obtaining the visitor’s email.

We’d say this is a pretty compelling idea (see the personalised present in the popup image) in converting visitors.



Key Takeaways

We believe there are three fundamental aspects to consider when implementing an ecommerce marketing campaign for this sort of occasion:

  • Timing: some retailers started promoting their Mother´s Day campaigns as early as end of February (25 days before the date), while others have chosen to do one-day or one-weekend only flash campaigns in the week before the big day.

  • Frequency: some retailers sent a one-off email or social ad if you’ve been on their website, while others have sent a series of triggered emails with time-limited offers.

  • Type of product offering and complementary activity: there are many options to leverage this occasion to increase your revenues. Bundle some of your existing products that can be mum-type presents from the same category, create exclusive product editions, create Gift Guides that combine different product categories into a pack, organise and invite customers for day-events in your offline stores, or simply offer special goodies (relevant to the occasion) if they spend over a certain amount in your shop.




Topics: Ecommerce email marketing, Ecommerce examples

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