Mother’s Day isn’t just another date on the calendar—it’s a must-win moment for marketers and one that consumers forget at their peril. Even in uncertain times for retail, red-letter days remain resilient, with shoppers willing to spend big to celebrate the influential women in their lives. In 2024, Mother’s Day spending hit $33.5 billion—a 68% increase over the last decade. With 84% of U.S. adults celebrating Mother’s Day, brands in categories like jewelry, apparel, flowers, skincare, and gifting need to capitalize on this surge in website traffic. The challenge, as always, is staying top-of-mind when consumers are ready to buy.
Here are five digital marketing tips to help you drive revenue and deliver campaigns your mother would be proud of.
1. Start Early to Capture Both Planners and Procrastinators
With every retailer competing for attention and market share, standing out amid crowded inboxes and limited ad inventory can be challenging—especially during what is often a protracted purchasing process. Generally, you can never start too early .Wunderkind data shows a spike in activity toward the end of March and early April, therefore launching your campaign in the second half of March allows you to establish a strong presence and build momentum as Mother’s Day approaches.
High-value, thoughtful gifts like jewelry typically require more consideration, while impulse-friendly purchases like flowers and chocolates are often bought closer to the day itself. For marketers, this diverse shopping timeline demands a dynamic and extended promotional calendar, with tailored campaigns that appeal to both early-planning golden children and last-minute-buying problem children alike.
Exclusive data from the 2025 U.S. Consumer Insights Report for Digital Commerce reveals that free shipping (56%), loyalty rewards (48%), and a one-time discount (27%) are the most effective value exchanges to convince consumers to opt in to receive emails and text messages directly from your brand.
2. Create an irresistible offer and flash sales
Last year, 22% of consumers abandoned a jewelry purchase because there was no urgency to buy immediately. One of the best-performing tactics to quell cart abandonment during the Mother’s Day build-up is leveraging limited-time offers, flash sales, shipping deadlines and back-in-stock or low-in-stock notifications. These time-sensitive deals create a sense of urgency, encouraging customers to act quickly—especially when purchasing high-value items like jewelry and gifts.
Putting the Theory Into Practice
Best known for their signature headbands, Lele Sadoughi partnered with Wunderkind to scale their one-to-one messaging. By harnessing Wunderkind’s identity-based technology, they launched Back-in-Stock, Low-in-Stock, and Price Drop emails to cut through the noise during one of their busiest seasons—Mother’s Day. As a result, a staggering 14.8% of total digital revenue came from Wunderkind-powered triggered email and text messaging.
3. Trigger the Right Message, at the Right Time
When it comes to driving sales, email has always been the preeminent digital channel with its ability for personalization and delivering a verifiable ROI. To make sure your email marketing efforts are converting and driving value, highlight your value proposition early – what specific products are perfect for Mother’s Day and why they should purchase them from you.
An average email drives only $0.04 in revenue compared to $0.95 from Wunderkind. The difference is personalized messaging triggered by real-time user behavior. “Send all” no longer cuts it from a customer or brand perspective. Wunderkind empowers brands to send more triggered emails to customers automatically, at moments in the shopping journey that indicate that they are open to brand interaction. High engagement equals higher sales
Putting the Theory Into Practice
Holly Yashi makes sophisticated handmade jewelry that is the perfect Mother’s Day gift. Holly Yashi partnered with Wunderkind and its identity and triggered messaging capabilities to boost the impact of their owned channels during one Mother’s Day. As a result, 14.8% of total digital revenue came from Wunderkind-powered triggered email and text messaging, of which 5.4% was text alone.
4. Text Marketing for Real-Time Gifting
When it comes to immediate engagement, text messaging is a direct and highly effective tool. One of the biggest advantages of adding text as a channel right now is that it’s still underutilized by many retail brands. Retailers that leverage text message marketing have a much higher chance of reaching their target customers because they aren’t competing in crowded, bid-based channels. Unlike email, text messaging isn’t oversaturated yet, making it a prime opportunity for retail marketers to stand out—if they move quickly.
This Mother’s Day, don’t just copy-paste your email content. Use text for time-sensitive offers, reminders, and real-time updates that create urgency and drive action.
5. Turn Unknown Website Traffic Into Known With Identity Resolution
The tactics above will struggle to deliver scalable results if you can’t identify traffic to your website. With only a small percentage of visitors signing in—if they even have an account—up to 95% of website traffic remains anonymous. To maximize sales, brands need technology that captures email addresses and phone numbers at scale.
Mother’s Day gifts often involve extended research across multiple sessions and devices, making identity resolution essential. Brands should partner with a provider that can seamlessly recognize customers across touchpoints. A unified, cross-channel messaging strategy ensures personalized, consistent communication that builds trust and strengthens brand-consumer relationships.
Wunderkind Identity processes over 2 trillion behavioral signals annually, helping marketers identify anonymous traffic, increase email and text revenue, and deliver personalized messaging at scale. Wunderkind Identity matches 10x more visitors to an email address than cookies or ESPs.
Putting the Theory Into Practice
StriVectin has 20 years of experience making scientifically formulated, clinically proven skincare for aging and changing skin. To help efficiently grow their digital business and turn unknown website traffic into known, StriVectin partnered with Wunderkind to supercharge Mother’s Day – their busiest time of year. As a result, 8.8% of total digital revenue came from Wunderkind-powered triggered email and the brand saw a 3x increase in performance versus a previous solution during Mother’s Day season.
How Wunderkind Can Help Make This Mother’s Day Special for Both Brands and Moms
Brands need outcomes, not just tools, to capitalize on Mother’s Day. Wunderkind’s proven marketing strategies, which combine personalized triggered email and text campaigns with powerful identity resolution, drive more conversions and guaranteed revenue. With our identity-first approach and AI-powered platform, we guarantee a performance boost — making Mother’s Day as special as it deserves to be.
And keep in mind that what works — or doesn’t work — can also be applied to Father’s Day, Fourth of July weekend, Back-to-School and beyond.
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