TL;DR
Mother’s Day is a billion dollar opportunity—and different generations shop very differently for it. Brands that tailor their creative, messaging, and media strategy by generation stand to win big. From Boomers’ love of tradition to Gen Z’s scroll-stopping TikTok buys, here’s what your brand needs to know to stand out and convert across age groups.
The Heart Behind Mother’s Day
At its core, Mother’s Day is a moment of reflection and recognition. It’s a day where we pause to appreciate the people who raised us, shaped us, supported us—whether that’s a mother, grandmother, stepmum, mentor, or someone who simply showed up when it mattered most.
Across cultures and countries, the sentiment is the same: gratitude, love, and thoughtfulness—often wrapped up in a card, a bouquet, or a phone call that actually gets answered. It’s emotional, personal, and meaningful.
And like most meaningful moments, it has also grown into a major cultural and commercial event.
The Love That Drives a Multi-BIllion Dollar Moment
While Valentine’s Day might be flashier and Father’s Day more understated, Mother’s Day consistently comes out on top when it comes to consumer spend. In fact, it has become one of the most lucrative retail events of the year.
According to the National Retail Federation, US consumers alone spent $33.5 billion on Mother’s Day gifts, with the average spend at $254 per person.
But those dollars don’t come from one type of buyer. They come from Boomers, Gen X, Millennials, and Gen Z—each with their own shopping habits, platforms, and emotional triggers.
If your brand wants in on that spending, a one-size-fits-all campaign won’t cut it. Let’s break it down by generation.
Meet the Givers: The Generational Guide to Mother’s Day Shopping
Each generation celebrates Mom in their own unique way. From how early they plan to what inspires them to click “buy,” understanding their distinct behaviors is the key to unlocking smarter, more targeted campaigns.
1. Boomers (Born 1946–1964)
Sentimental, Loyal, and Still Love a Good Stroll Down Aisle 5
Boomers are the OG gifters—the ones who taught us how to wrap presents with care and write cards with actual pens. When it comes to Mother’s Day, they stick to the classics: flowers, jewelry, a nice dinner, maybe a heartfelt card or two.
While many Boomers still enjoy the ritual of shopping in-store, more than ever are embracing the convenience of online. In fact, online adoption among Boomers has surged by 34% since 2020—proving that with the right blend of simplicity and trust, they’re just as happy to click “add to cart” as the next generation.
To reach this group, keep things simple and sweet. Nostalgic visuals. Sentimental messaging. A clean website that doesn’t feel like a maze. And don’t underestimate the power of a strong subject line in your emails—they’ll open it if it feels warm and personal.
2. Gen X (Born 1965–1980)
The Juggling Act: Value-Focused, Time-Starved, and Always in Demand
Gen Xers are in the thick of it—juggling their own Mother’s Day shopping while subtly dropping hints to their kids. They don’t have time for fluff. What they’re after are gifts that feel both thoughtful and practical.
This generation does their homework, and they’re 16% more likely to be influenced by recommendations from friends and family—proof that trust still matters. They’re also fiercely loyal, with Gen Xers 11% more likely than average to use loyalty programs. That said, they’re not above switching to a cheaper, own-brand product if the value stacks up. They’re savvy, decisive, and expect brands to meet them halfway.
So, keep it seamless. Prioritize mobile UX, highlight bundles with real reviews, and target them where they scroll—Facebook, Instagram, and anywhere convenience reigns.
3. Millennials (Born 1981–1996)
Feelings First: Thoughtful, Mobile, and All About the Experience
Millennials aren’t here for throwaway gifts. For them, it’s all about meaningful moments and memory-making. In a survey by Eventbrite, many adults said that experience gifts are a great way for both the giver and receiver to enjoy something together—a sentiment that rings especially true for this generation, with 93% of Millennial women and 83% of Millennial men agreeing.
They shop on their phones, research like pros, and care deeply about brand values. A gift that’s sustainable, locally made, or tied to a cause? Instant win. They’re inspired by creators, influenced by friends, and swayed by good design.
To connect, your creative needs heart and polish. Make it Insta-worthy. Tell a story. Collaborate with influencers who feel like real people. And don’t drop the ball at checkout—it should look just as good as the ad that got them there.
4. Gen Z (Born 1997–2012)
Intentional, Budget-smart and Totally TikTok-Led
Gen Z is rewriting the gift-giving rulebook—and they’re doing it with personality, purpose, and a whole lot of scroll power. Their gifts are quirky, budget-conscious, and anything but basic. Think custom playlists, hand-painted mugs, and viral TikTok finds that scream, “I saw this and thought of you.”
They’re also not the last-minute gifters you might assume. Sure, they’re spontaneous—but they’re also surprisingly strategic. According to Numerator, Gen Z is three times more likely than other generations to plan Mother’s Day gifts 3–6 months in advance, and nearly twice as likely to plan 1–2 months ahead.
And when it comes to influence? TikTok is their playground. Their purchase decisions are heavily shaped by what they see on TikTok, and if your ad doesn’t entertain, educate, or make them laugh? It’s getting scrolled past in a blink. What they crave is realness, relevance, and the thrill of discovering something no one else has—yet.
Your best bet? Think lo-fi. Lean into humor, trending sounds, and sound-on storytelling. Make it mobile-first and built to share. And if your offer lets them split the cost with a sibling or snag a limited-edition drop? Even better. You just won Gen Z.
Trends & Cultural Contexts to Tap Into
Mother’s Day is evolving—and so are the people who celebrate it. Brands that stay in step with cultural shifts stand to connect on a more human (and profitable) level.
- Non-traditional gifting is growing: Consumers are increasingly celebrating chosen mums—grandmothers, stepmoms, dog mums, and mentor-figures included. Brands that acknowledge these relationships with inclusive messaging will feel more relevant and thoughtful.
- Experience over excess: Physical gifts are still appreciated, but what consumers really want is quality time. Think spa days, creative workshops, or even digital experiences that create shared moments. Brands offering “experience-in-a-box” gifting or personalized activities can stand out.
- Sustainability and purpose matter: Especially for Millennials and Gen Z, a brand’s values influence the purchase almost as much as the product. Eco-friendly packaging, ethical sourcing, or a social impact angle can turn a “maybe” into a “definitely.”
- Storytelling is your power move: The most effective Mother’s Day campaigns evoke emotion, highlight modern family dynamics, and tell stories that feel personal. From carousels to short-form videos, the format doesn’t matter—what matters is connection
Mother’s Day Timing Guide: By Generation
Different generations don’t just shop differently—they shop at different times. Here’s when to reach each audience while they’re still in buying mode.
Timing is everything—especially if you’re running ad campaigns. Here’s your cheat sheet:
So… What Does This Mean for Your Brand?
Here’s the bottom line:
Generational targeting isn’t optional—it’s strategic. Mother’s Day isn’t one audience, it’s four distinct buyer mindsets.
To stand out (and sell out), your campaign should:
- Tailor messaging by generation – Speak their language, visually and verbally.
- Diversify your platforms – Boomers love email, Gen Z lives on TikTok. Meet them where they scroll.
- Format for attention – Mix static, short-form video, carousel, and UGC to stay fresh.
- Think mobile-first – Especially for Millennials and Gen Z. If your UX isn’t frictionless, you’re losing sales.
- Tap into emotion – Whether it’s nostalgia, ease, or originality, it’s about how your message feels.
Need Help Making Mother’s Day Creatives That Convert?
Let’s make this your most memorable (and profitable) Mother’s Day yet. Chat with us.
