Moms Deserve More Than Last-Minute Flowers (And So Does Your Marketing Plan)
Mother’s Day is next month, and it’s the perfect time for small businesses to start planning how they’ll celebrate one of the most heartfelt holidays of the year. No matter what kind of business you run, Mother’s Day is a meaningful chance to celebrate the moms who support you and create something special that brings your customers back for more.
Here at Express Strategic Services, we’re big fans of this holiday - not just as marketers, but as moms ourselves (including our devoted cat mom!). That lived experience helps us understand what really resonates during this season, and how small businesses like yours can connect with heart rather than sales tactics. With all that said, let’s dive into some of our favorite ways to make your Mother’s Day marketing feel authentic, thoughtful, and effective.
First things first - don't be like some husbands and wait until the last minute. We recommend starting your promotions at least three to four weeks before Mother’s Day. Even a simple social media post teasing what’s coming can plant the seed. From there, build out your plan. What are you offering? Who are you speaking to - the gift givers, the moms themselves, or both? And how will you reach them? A little bit of prep goes a long way.
One thing we always emphasize is to lean into the emotion of the day. You don’t need flashy gimmicks because what people really want is a meaningful gift or experience that makes their mom (or mother figure) feel loved. Use this as a chance to tell stories and share real moments. Maybe even invite your customers to submit their favorite “mom memories” or photos that you can feature on your website or social channels. Those personal touches create a connection, and that’s the kind of marketing that sticks.
When it comes to actual offers, think thoughtful and convenient. Gift bundles are always a hit, and services like gift wrapping or handwritten notes are such simple ways to go the extra mile. If you run a service-based business, offer gift cards or “treat yourself” packages—perfect for moms who might not take the time to splurge on themselves otherwise (we see you!).
Don’t forget to get the word out across all your channels. That means a cute email campaign, some social media posts, a blog post, and a dedicated spot on your website to make it easy for people to shop. If you have a physical location, spruce up your displays with a little Mother’s Day flair and have your team ready to recommend the perfect gift.
One idea we love is celebrating the real moms in your community or on your team. Maybe that’s highlighting a few of your loyal customers, running a fun giveaway, or teaming up with other small businesses for a special promotion. These collaborations not only get people excited, but they also remind your audience that you’re rooted in something bigger than just business.
Finally, don’t forget the follow-up. After the holiday, send a quick thank-you to your customers. Maybe even toss in a little post-Mother’s Day discount to bring them back. It’s a small gesture that can lead to lasting relationships.
Mother’s Day is such a beautiful reminder of how much love and care shape our everyday lives - and that’s something worth celebrating. We’re cheering you on as you bring that spirit into your business this season. If you need a hand in planning the perfect campaign, you know where to find us. From one mom to another - we see you and we’ve got you.
