Consumers will spend more than $34 billion on Mother’s Day this year, according to the National Retail Federation. That’s more than the $33.5 billion spent last year, but less than the record $35.7 billion spent in 2023.
Regardless, it’s still a lot of money, and it will be celebrated by 84% of U.S. adults, according to the NRF. Most of the spending will be on flowers, greeting cards and brunch, but there will be other gifts as well, which is where we come in. Here are some of the ways marketers are trying to capture the attention and dollars of consumers this Mother’s Day.
Kraft Mac & Cheese
Nothing says Mother’s Day like a piece of jewelry, and nothing is more iconic of a child’s love than macaroni art. Kraft Mac & Cheese is combining the two this year with a limited-edition “Kraft Mac & Cheese x Ring Concierge Macaroni” necklace. The piece, a collaboration with jeweler Ring Concierge, features a 14k gold noodle strung on a 16-inch gold chain. It comes in a blue box (in Kraft’s iconic royal blue, not to be confused with Tiffany’s). The piece is available for $25 online, with each purchase including a box of Kraft Mac & Cheese.
Blue Bell
On a more limited basis, Texas-based Blue Bell Creameries has teamed with James Avery Artisan Jewelry on a special Mother’s Day charm. The bracelet accessory, crafted in bronze, silver and enamel, looks like a Blue Bell Ice Cream Sandwich, right down to the half-torn wrapper and vanilla ice cream nestled in between two chocolate wafers.
Edible Arrangements
In the more traditional realm, Edible has introduced its first-ever collaboration with an outside designer, Jeanetta Gonzales. The Mother’s Day Artist Collection blends Gonzales’ signature botanical motifs with Edible’s familiar fruit offerings, in the form of dessert boards and keepsake floral pitcher vases.
DoorDash
DoorDash is turning itself into “DoorDad” to help give Moms a break on Mother’s Day. The campaign features actress Brenda Song and highlights the invisible mental load moms carry daily.
From May 9–11, consumers can get $50 in credit or up to $75 for DashPass members when you order flowers on DoorDash.
Poise
One of the oft-unmentioned elements of motherhood may be a relaxation of the pelvic floor, especially over time. Absorbable undergarment brand Poise is shining a light on the somewhat taboo topic with a limited-edition line of light-hearted Mother’s Day cards. Created in partnership with the company’s brand ambassador, actress Katherine Heigl, the cards contain phrases like, “To the mom that I adore, sorry that I might have weakened your pelvic floor,” and “Mom, you used to laugh ‘till you cried … now giggle dribbles won’t subside.” The cards will be available in four-packs for free on the brand’s website (along with a trial pack of two Drop Daily Poise liners) through May 7.
KFC
KFC and Benchmark Resorts & Hotels are teaming up to offer the classic Mother’s Day treat, breakfast in bed, to vacationing moms in select cities. Benchmark Hotels in Boston, Seattle, Phoenix, Daytona Beach, and Portland, Oregon, will add KFC’s Chicken & Waffles to their in-room dining menus for Mother’s Day weekend, available as part of the chain’s “Mom Flies the Coop” package. The package also includes a limited-edition KFC bathrobe, and the food will be delivered on a KFC-branded tray.
Calm
Mental health company (and app) Calm is launching “Not Calm Moms,” an initiative that looks to connect moms to other moms in the name of community as a way to prioritize their mental health in some unorthodox ways. The initiative, featuring actor and comedian (and mom) Ilana Glazer), will include Mother’s Day Rage Rooms where moms can get together and smash things that give them stress such as breast pumps and “Live Laugh Love” signs. Calm will also add in-app content for moms that highlights a community’s role in mental well-being, hosted by Caitlin Murray (@BigTimeAdulting). Finally, the brand has forged a partnership with Moonpig to enable moms to send free Mother’s Day cards to each other, further supporting those feelings of community.
Function Health
As part of its first live-action brand campaign, under the umbrella “Long live,” Function Health will launch a special Mother’s Day-themed effort, “Long live Moms.” The campaign is part film, part children’s book with a theme of taking care of your long-term health. The film depicts moms waking up early in different settings to get up early to exercise, do yoga, meditate and take part in other activities that help center themselves and contribute to their long-term health, while also checking in on the Function Health app to keep themselves on track.
LILIYSILK
Silk purveyor Lilysilk has released a short film, “The Gift of a Mother’s Love,” along with a limited collection of Mother’s Day-themed gifts. Using the voices of three daughters, the film depicts how generational love is shown not through grand declarations, but through presence, care and quiet gestures. As the daughters grow older, they understand their mother’s love in a new light and express their gratitude with a Lilysilk gift.
Thayers
Skin-care brand Thayers Natural Remedies is looking for a new CMO – Chief Mom Officer – to fill a one-of-a-kind, one-day role. Calling moms the ultimate influencers and the best word-of-mouth marketers, the brand will bring one winner to New York City, where she will take part in a product focus group, have lunch with brand partner Bethany Frankel and take part in a content shoot with hair, makeup and styling provided by the brand. In addition to receiving travel costs covered and a stipend for the shoot, the one-day “CMO” will leave with a curated selection of Thayers products.
Caring for Mama
San Diego-based wellness brand Caring for Mama has launched a limited-edition self-care package, the “Mother’s Day Glow Box,” to help harried moms feel more relaxed, recharged and supported. Each box contains a number of premium wellness products from women-owned brands, and through the company’s Buy One, Give One program, customers can donate a “Share the Love” gift box to a mom in need.
Molly Maid
Home cleaning franchise company Molly Maid is giving away $500 gift certificates to five moms who can use them to make their homes sparkle without lifting a finger for Mother’s Day. “Mothers are the steady pillars that keep everything in motion, often without recognition,” said Marla Mock, President of Molly Maid, in a release. “Through our Mother’s Day Clean Home Giveaway, we want to show our appreciation by giving moms the invaluable gift of time to relax and enjoy a clean, stress-free home.”
RNR Tire Express
Nothing says “I love you, Mom” like a new set of tires. Check that. Nothing says, “I love you, Mom,” like a new car. RNR Tire Express is in its ninth year of its “Mother’s Day Giveaway,” which is “intended to recognize the incredible stories and journeys of those mothers who give all of themselves to their families every day.” The company is taking nominations via its website to award two 2025 Buick Envistas to two deserving moms, and a host of other prizes, including spa packages, tires and gift cards to a host of others.
