4th largest consumer spending event of the year //

Mother’s Day occurs annually on the second Sunday of May and falls on May 9 in 2021. It began being celebrated in the United States in the early 20th century at the initiative of Anna Jarvis who held a memorial for her mother and then campaigned to make it a recognized holiday. Mother’s Day celebrates the mother of the family, as well as motherhood, maternal bonds and the influence of mother’s on society.

Consumer Insights

Mother’s Day comes in at #4 on the National Retail Foundation’s (NRF’s) list of top consumer spending events. The National Retail Federation (NRF) partners with Prosper Insights & Analytics to survey consumers annually about their Mother’s Day purchase plans. The data below is from their 2020 survey.

Planned spending on Mother’s Day shows a strong trend upward which is expected to continue through 2021 as the pandemic has put a spotlight on opportunities for consumers to show their loved ones they care. Also driving the up spend is the inclination to compensate for not beging able to gather in person and the desire to show gratitude for the extra efforts that have been required of parents with distance learning and working from home.

The top categories of planned spending for Mother’s Day tend to hold pretty steady with 2020 showing a drop in plans for special outings and strong rise in gift cards due to the pandemic:

1. Greeting Card   2. Flowers   3. Gift Cards   4. Special Outing   5. Clothing / Accessories   6. Jewelry   7. Personal Services   8. Housewares / Gardening   9. Books / CDs   10. Electronics

While overall  planned spending is expected to contine its incline, many consumers are not in a position to spulge due to financial hardships as a result of the pandemic, and so look for creative ways to show mom they care. 


Starting in mid April, interest in Mother’s Day gifts begins to steadily grow to a sustained peak the week before.

Retail Promotions

In April and May the airways are flooded with ads honoring mother’s with heartfelt emotion and humor. Savvy retailers tout gift cards and delivery along with categories like books, electronics and gardening or housewares as consumers look to gift items mom can easily use while at home.

Marketing Resources

To help you pull together your promotional content and marketing materials quickly we’ve curated  some resources to inspire your planning.

Mother’s Day Hashtags

Help your content get discovered on social media with relevant hashtags. Popular hashtags include: #happymothersday #momsday #immomsfavorite #bestmomever #shesmymomager #momiloveyou

Mother’s Day Themed Pictures

There are a number of wonderful websites that offer free photos for both commercial and noncommercial use, one of our favorites is Unsplash. Below is a small selection of the images we have curated for Mother’s Day themed content. 

Click below to view and download free photos from our full Unsplash Collection. Find out more about their free to use license and how to give the photographer credit, not required, but appreciated.

Mother’s Day Quotes and Sayings

Pay tribute to those who carry, care, and console with quotes and sayings that honor mothers.


“Motherhood is the biggest gamble in the world. It is the glorious life force. It’s huge and scary – it’s an act of infinite optimism.” —Gilda Radner

“A mother understands what a child does not say.” —Jewish proverb

“A mom forgives us all our faults, not to mention one or two we don’t even have.” —Robert Brault

“We have a secret in our culture, and it’s not that birth is painful. It’s that women are strong.” —Laura Stavoe Harm

“A mother’s hug lasts long after she lets go.” —Unknown 

“Youth fades; love droops; the leaves of friendship fall; A mother’s secret hope outlives them all.” —Oliver Wendell Holmes

“Mothers hold their children’s hands for a short while, but their hearts forever.” —Unknown

“There is no way to be a perfect mother, and a million ways to be a good one.” —Jill Churchill

“Any mother could perform the jobs of several air-traffic controllers with ease.” —Lisa Alther

“The phrase ’working mother’ is redundant.” —Jane Sellman

“I want my children to have all the things I couldn’t afford. Then, I want to move in with them.” —Phyllis Diller

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