Mother’s Day is more than a time to celebrate moms—it’s a moment when consumers actively seek meaningful ways to show their love and appreciation (what better way than making them feel beautiful!). For ecommerce businesses, this translates into a golden window of opportunity to meet demand with thoughtful, standout offerings.
Let’s look at the numbers. The National Retail Federation found that consumers are expected to spend nearly $33.5 billion on Mother’s Day and that 84% of U.S. adults are expected to celebrate this holiday. From this, on average, one consumer is predicted to spend $254 on gifts and celebrations for Mother’s Day.
So yes, spending does increase. But so does competition.
Standing out in a competitive market and at a competitive time requires planning and creativity. 42% of consumers purchase Mother’s Day gifts two weeks in advance and 28% purchase one month in advance. So prepare accordingly, not just to get your beauty products or services ready but to ensure you can stand out from the crowd. We can promise that many of your competitors are also thinking the same thing.
By starting early, offering unique products, tweaking messaging, and refining your marketing strategies, you can maximize Mother’s Day success. In this guide, we’ll walk you through 6 easy steps to get your beauty ecommerce storefront ready for the season.
Step 1: Create a Mother’s Day gift guide
A beautifully curated Mother’s Day gift guide will make your customers' shopping journey easier. It saves them time and helps you showcase your best products for the occasion. The guide will also cater to the diversity of moms by including gifts for all kinds of interests, needs, and budgets.
Consider these standout ideas for your guide:
- Self-care kits: Assemble skincare bundles, bath bombs, and aromatherapy candles for moms who deserve a little extra relaxation. For example, check out The Honest Company and their curated kits.
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- Personalized items: Offer keepsakes with a personal touch, like monogrammed tote bags, engraved jewelry, or custom skincare sets. Etsy shops like GoldenRatioDesignCo provide great inspiration.
- Gifting bundles: Create pre-packaged sets that combine popular items, such as a spa kit paired with a scented candle, or a journal paired with fuzzy socks. For example, be home offers gorgeous kitchen bundles.
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Subscription boxes: Treat moms to a recurring experience with curated beauty, wellness, or gourmet products delivered monthly. Take inspiration from popular options like The Jilly Box.
Go the extra mile by organizing your guide into categories like “Gifts for New Moms,” “Luxury Treats for Her,” “Beauty Best Sellers For Moms”, or “Under $50 Favorites.” Promote your guide widely—on your website’s homepage, in dedicated email campaigns, and on social media—to ensure it reaches shoppers at every stage of their journey.
Step 2: Update your website design
A festive storefront sets the tone for seasonal shopping–whether brick-and-mortar or digital. Refresh your website with Mother’s Day-themed design elements to not only create a warm and inviting shopping experience but also make it clear to customers that you’re offering products and promotions for the holiday.
How you prepare your ecommerce store for Mother’s Day will be unique to you, but a few ideas include:
- Adding banners and pop-ups with Mother’s Day promotions.
- Incorporating soft pastel colors, florals, or heart motifs into your landing pages.
- Featuring a dedicated Mother’s Day section for easy navigation.
- If you sell beauty products, create a special collection for Moms! If you don’t sell beauty products (yet!), give Blanka a try for free today and sell without minimums.
For example, The Body Shop has an entire landing page dedicated to Mother’s Day with curated products to gift:
Although most consumers are purchasing in advance, that’s not the case for all. For last-minute shoppers, make the process seamless by highlighting express shipping options and clear call-to-action buttons like “Shop Now” or “Last Minute Gift Ideas.”
Step 3: Offer limited-time discounts or bundles
Limited-time offers on Mother’s Day promotions drive scarcity and urgency, which not only attracts more buyers but encourages them to purchase more quickly. It taps into our fear of missing out or FOMO.
To leverage this psychological trend in ecommerce marketing, consider these ideas:
- Limited-time discounts: Offer a discount, say 15-20% off on selected products or create “buy more, save more” deals.
- Bundled gifts: Combine complementary products into bundles at a discounted price. Showcase how much the customer is saying by having copy that shares “$150 value!” when they only need to spend $100 to get the bundle.
- Gift wrapping or personalization: Add value by including custom gift wrapping or personalized messages at checkout. This could go as far as a hand-written card if you can achieve this.
Again, highlight these promotions on your homepage, in your email campaigns, and across social media platforms. Many customers are searching for Mother’s Day gifts but if you can get in front of them before they even start, you’re already ahead.
Step 4: Plan and launch marketing campaigns
We mentioned website promotion, email marketing, and social media briefly above, but let’s get into it.
Mother’s Day marketing is all about timing and connection. You want to hit consumers with messaging and marketing at the right time and connect with them by resonating with what they’re looking for.
Use these strategies to engage and build your audience:
- Email campaigns: Send a series of emails leading up to Mother’s Day with subject lines like “Perfect Gifts for Mom” or “Last Chance to Order!”. This builds excitement and urgency. For example, this is an email from Silk & Snow’s Mother’s Day campaign in 2024:
- Influencer collaborations: Partner with influencers to showcase your products in real-life settings, boosting credibility and reach. Think about a well-rounded influencer marketing strategy, maybe you have influencers that are moms and some that would be purchasing a gift for their mom. Beauty products are the perfect influencer collab to bring your brand to life with.
- Social media promotion: Share gift ideas, behind-the-scenes content, and user testimonials. Use festive hashtags like #MothersDayGifts2025. For example, take a look at the flowery delivery service, Daily Blooms. They made a carousel featuring recommended bouquets.
- Paid advertising: Invest in targeted ads on platforms like Google, Instagram, and Facebook to reach potential customers. Focus on Mother’s Day-specific keywords and visuals to attract shoppers actively searching for gifts. Retarget past customers with exclusive discounts or bundle offers to maximize conversions.
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Content marketing: Develop Mother’s Day-specific blogs or guides that solve common challenges, such as “5 Ways to Pamper Mom This Mother’s Day” or “A Beginner’s Guide to Building the Perfect Gift Basket.” Content like this inspires purchases and strengthens your brand’s voice as a helpful, customer-centric resource.
Make sure to get a head start on marketing. Whether you launch or not, a few months before Mother’s Day, you should be preparing your marketing strategy so when the time comes, all you have to do is begin publishing.
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Step 5: Ensure your logistics are ready
Nothing dampens a shopping experience quite like delays or out-of-stock products.
So come prepared for Mother’s Day. To ensure logistical ease as sales begin coming in, think about:
- Stocking up on popular items to meet increased demand. With Blanka, you can choose to order on demand without minimums, or store a small amount of inventory for free so your customers can get the order event faster.
- Offering express shipping options and prominently displaying delivery cut-off dates.
- Streamlining your checkout process to minimize cart abandonment.
Additionally, test your website for speed and functionality to ensure a seamless shopping experience before you go live. Tools like Google’s Lighthouse help you achieve this.
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Step 6: Highlight private label options
Especially during high-gifting periods such as holidays, unique, branded products stand out. Whether it’s to extend your product line or introduce new merchandise, private label products, such as skincare or cosmetics kits with your branding, can elevate your Mother’s Day offerings.
Here are the steps you can take to incorporate private label goods:
- Identify products: Brainstorm what products make the most sense for you to introduce into your business. For example, offer exclusive private label items, like a “Mom’s Spa Day” gift set for a limited time around Mother’s Day.
- Pick a partner: Select a trusted private label provider like Blanka to create high-quality, custom-branded items that align with the season and your ecommerce business.
- Launch on your store: Add your custom-branded products to your ecommerce store to start building sales.
- Market & promote: Highlight these products in your gift guide and promotional campaigns like we discussed above.
Private label products not only differentiate your store during holiday seasons but also:
- Build brand loyalty: Give customers yet another reason to love your brand with high-quality skincare, cosmetics, and wellness goods.
- Boost profits: Introducing private label products introduces a new revenue stream for your brand.
Getting your ecommerce storefront ready for Mother’s Day
Mother’s Day presents an unmatched opportunity for ecommerce businesses to stand out, delight customers, and increase revenue.
By offering well-thought-out gift options, creating a festive shopping experience, and promoting your brand with targeted marketing, you can turn your store into a destination shoppers will remember. Private label products provide an added edge, helping your brand shine with exclusive offerings tailored to the occasion. Whether it’s a personalized spa kit or a beautifully curated gift bundle, thoughtful touches leave a lasting impression and build loyalty.
The time to prepare is now. Let Blanka help you bring unique, custom-branded products to your store seamlessly. Make this Mother’s Day your most rewarding (and profitable) yet—for both your business and customers.
Curious how you can start a beauty brand in time for Mother’s Day? Sign up to Blanka, and get started in a few easy steps!
