Mother's Day, Monetized
Not not a Mother's Day gift guide.
I thought about making a Mother’s Day gift guide. And then I realized: everyone (and yes, their mother) already is…so I thought about that instead. Because between the capsules, the collabs, and ALL the content, Mother’s Day has become less Hallmark holiday more full on lifestyle event.
The good? Brands are finally celebrating moms with more than pastel mugs and bottomless mimosas. The bad? It’s all starting to feel... branded. The reality? A lot of moms are still the ones planning their own celebrations; and yes, buying their own gifts.
From influencer-curated “must-haves” to brand-sponsored retreats, Mother’s Day has become campaign season. And if you read between the links, you’ll find some genuinely lovely gifts—but also a new reality: where appreciation is packaged, aesthetic, and often performative.
Let’s get into it.
Mother’s Day by the Numbers
Mother’s Day has officially entered its big-spending era—think less homemade card, more curated cart.
$35.7 billion — projected Mother’s Day spending in the U.S. this year, an all-time high
$274.02 — average amount shoppers plan to spend per person
66% — of consumers say they’re buying more than one gift
39% — of moms report planning their own Mother’s Day celebration
38% — of people say they’re celebrating earlier than ever this year
The Good: When Brands Actually Celebrate Moms
The Winning Formula: Bobbie's 'OG Influencers' Campaign spotlights real moms as the stars of its Mother's Day campaign. The result? A shift from aspirational to actual, celebrating the realness of being a mama. So good.
When You’re a Mom Friend: Pretty sure Calm is a Mom Friend, because they just launched the Not Calm Moms Club—a ragey, real, and genuinely supportive new campaign acknowledging that sometimes motherhood feels... the exact opposite of zen.
The Card You Didn’t Know You Needed: Poise teamed up with Katherine Heigl to launch Mother’s Day cards about bladder leaks, each with a sample liner and a surprisingly welcome dose of honesty. Weird? Yes…in a good way?
The Branded: Mother’s Day as Marketing Strategy
If love is the message, product is the medium. From diamond drops to gift guides, here’s how brands are turning Mother’s Day into a campaign calendar event.
Goop’s (Truly Thoughtful) ($100K+) Gift Guide: Goop’s Mother’s Day gift guide is exactly what you’d expect: $4K necklaces, sleep retreats, and personal shopping days. Literally to be a Goop mom for a day.
Marc Jacobs’ Cool Mom Energy: Nara Smith and her daughter Rumble Honey starred in Marc Jacobs’ campaign that somehow made mom life look like an editorial shoot. It’s giving aspirational, filtered motherhood.
Walmart’s AMA for Moms: Walmart+ tapped Paris Hilton and Whitney Cummings for parenting advice on TikTok. Because nothing says modern motherhood like asking Paris where she buys her diapers.
Momstincts: Where this all is headed
A gift guide, obviously. Because if you’re gonna get something for yourself make it good.
Maison de Sabré Fruit Charms: Obsessed. Cute enough for keys, fun enough to keep a kid busy.
Catbird Dollhouse Engravable Gold Heart Locket: A tiny reminder that you're the heart of the operation.
C. Cassis Blackcurrant Aperitif: Slightly too into this. Tart, sippable, and founded by a cool mom.
Donni Silk Stripe Pant: Drop off core.
D.S. & Durga “I Don’t Know What” Fragrance: For when you don’t shower and need to smell somewhat put together.
And just a friendly reminder Doen’s annual Mother’s Day sale is on, for all who celebrate.
Research Department…
Away Launched Kid Friendly Luggage and it’s much cuter than a 13-hour flight with a 3 year old.
Little Spoon x Barney: A nostalgic smoothie drop starring Barney, Baby Bop, and Billy—because love is sharing a childhood icon via pouch.
Can CoComelon’s Help?: A full-blown campaign with TikToks, a parenting confession series, and a literal hotline. CoComelon’s not just on your screen—they’re in your support system now.
Meet Moot: A members-only club created by teens, for teens—because Gen Alpha wants IRL connection, not just screen time. (Spotted via In Good Co.)
Thanks for being mom friends :) happy Mother’s Day…call your mom.