Mother’s Day is one of those holidays that brings up all kinds of feelings. For some, it’s joyful and celebratory. For others, it’s complicated or even painful.
If you’re a retailer, chances are you’re planning some kind of Mother’s Day campaign—maybe reminding customers that you have great gift ideas or offering a little promo to make their shopping easier. That makes sense. But before you hit send on that next email or schedule another Facebook post, it’s worth pausing to think about the full picture.
Let’s talk about how to honor the spirit of the day without leaving anyone behind.
1. Give Folks Space if They Want it
Not everyone wants to see a flood of Mother’s Day promos. For some, it’s a reminder of loss or strained relationships. Give your audience the option to opt out of Mother’s Day emails or messages. You can do this with a simple message like:
“We know Mother’s Day isn’t easy for everyone. If you’d rather not receive messages about it, just click here—we understand.“
This small gesture builds big trust. It shows people that you see them as humans, not just customers and it may prevent them from opting-out of your email marketing altogether.
2. Keep Your Language Warm and Inclusive
Not all moms look the same. Not all families are traditional. When you write your marketing copy, be mindful of the words you use. Phrases like “celebrate the women who’ve nurtured and supported you“ cast a wider net and still feel meaningful.
Think beyond just “Mom“ and consider honoring grandmothers, stepmoms, foster moms, aunties, or even cherished mentors.
3. Don’t Just Sell—Support
If you’re sending emails or posting on social media, lead with compassion. Consider sharing a short message of gratitude or a reminder to reach out to someone you love. These types of posts still spark engagement, and they feel more human.
If you’re featuring gift ideas, frame them as ways to show appreciation instead of just a pitch to spend.
4. Thoughtfulness Builds Loyalty
When you lead with empathy, it doesn’t go unnoticed. In fact, it sets you apart. You’re not just another store selling something—you’re a trusted part of the community. That kind of brand goodwill lasts way beyond May.
Marketing with heart isn’t about walking on eggshells—it’s about seeing the full picture and being a business that genuinely cares. This Mother’s Day, you can still celebrate and be sensitive. Your customers will thank you for it—with their trust, their loyalty, and maybe even a few more gift purchases too.
