Mother’s Day is a retail dream. But it’s not just about one-off sales on one day in May. It is a chance to connect with two customers at once – the child and the parent; the gift buyer and the recipient. Get it right, and they will not just shop with you this year but will come back long after the flowers have wilted and the chocolates have been eaten.
Central to the day is emotions. People want to make their mums feel special, which means they are looking for brands that make gifting seamless, thoughtful and rewarding. With 84% of Americans celebrating and spending climbing each year, particularly among those aged 35 to 44 (a huge $33.5 billion in 2025), retailers that use loyalty strategies can deepen connections to turn what could be seasonal shoppers into long-term customers.
The challenge is making sure they remember you next year – and in the months in between. A loyalty-first approach means that their experience with you doesn’t end once the gift has been unwrapped.
Personalized Experiences that Make an Impact
Loyalty is about relationships, and relationships thrive on personalization. With the right segmentation, brands can make customers feel seen and understood, increasing the likelihood of repeat purchases.
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Look at who shopped with you around last Mother’s Day and what they bought, then send them a timely reminder. A nudge about their points balance or a reward they could use toward this year’s gift can be all it takes to bring them back.
Some brands use interactive tools like quizzes or profile updates to better understand whether a customer is shopping for their mum or for themselves. Reward them with points in exchange for the insight.
Identify customers close to moving up a loyalty tier and let them know that a Mother’s Day purchase could unlock new perks. The promise of exclusive benefits can be a strong motivator. Never Fully Dressed generates 32% of its total revenue from its loyal customers today, who are segmented into three tiers. That’s quite the win.
Making Your Brand the First Choice
Mother’s Day spending is increasing. Jewelry, in particular, sees a surge, but consumers have options. Loyalty programs can give them a reason to choose you over someone else.
Offer double points on collections that were popular last year. Customers get more value, and you reinforce the habit of shopping with you. Or you might give members early access to new product drops or Mother’s Day sales. The feeling of exclusivity can make them more likely to engage. And who doesn’t love an exclusive deal? Introduce free product rewards alongside purchases. A “treat yourself” offer lets shoppers buy something for themselves while gifting their mum, adding an extra incentive to choose your brand.
Adding More than Just a Product
Give customers something memorable, and they will not just return, they will talk about shopping with you too. It’s all about creating a buzz.
Make life easier for Mother’s Day shoppers by offering gift wrapping services or free shipping as a perk for top-tier members. Small touches can make a big difference in the gifting experience. We’re all time-strapped and prepared to shop with brands that lift the load.
Create “Mom and Me” experiences. Whether it is an in-store event, an online workshop or an exclusive masterclass, giving people a way to celebrate together adds emotional value to the purchase.
Another great tactic is to focus on values (not just value). Introduce charitable rewards. Let customers use their points to donate to causes their mum cares about, reinforcing the idea that their purchase does more than just exchange money for a product.
Keeping the Momentum Going After the Holiday
Mother’s Day may be one of the biggest gifting moments of the year, but the goal is to make customers stick around. The right follow-up strategy can turn a one-time shopper into a loyal brand advocate.
Send reminders to guest checkouts, inviting them to create an account and earn extra points. Many shoppers may not realise what they are missing. Follow up with reward reminders and points balance statements. A well-timed email about unused rewards can be the push someone needs to come back and purchase this year, and in the coming months.
Timing is key. Run a double points promotion within four to six weeks of Mother’s Day. A “last time you treated your mum, now it is time to treat yourself” campaign can keep engagement high beyond the holiday. It makes people feel valued and gives them a chance to continue falling in love with your offering.
Encourage user-generated content by offering points for posting a Mother’s Day photo. A simple social media incentive can increase brand awareness and deepen customer connection. People will get excited to share their experience. My Girlfriend’s Quilt Shoppe offers extra points for leaving a review or sharing on Pinterest, which works. Redeeming members of the Girlfriend Gold loyalty program are worth 17.5X more than non-members and purchase 17X more regularly. And word of mouth matters – even in the family. Introduce a refer-a-friend offer that lets shoppers refer their mum directly to the brand. When she makes her first purchase, both get rewarded, creating a cycle of engagement.
More than Just a Seasonal Spike
Retailers that rely on Mother’s Day for a quick boost in sales are missing a bigger opportunity. A well-crafted loyalty strategy isn’t a quick fix about increasing revenue on the day, but building lasting customer relationships that extend throughout the year.
By making shoppers feel valued, giving them a reason to choose you over competitors and keeping them engaged well beyond the holiday, brands can turn Mother’s Day into a moment of long-term growth. Because when a brand makes gifting feel effortless and rewarding, it doesn’t just win a sale – it wins a customer for life.
Charlie Casey is CEO and Co-founder of LoyaltyLion, a top-rated loyalty platform. Prior to founding LoyaltyLion, he joined the Foreign and Commonwealth Office as an Economics Advisor before becoming a consultant at Deloitte. LoyaltyLion turns returning customers into sustainable growth for high-growth Shopify brands. 100% focused on loyalty, they provide the expertise and integrations required to turn relationships into revenue via loyalty programs as unique as the brands launching them. LoyaltyLion helps fast-growth ecommerce merchants turn unengaged customer bases into active communities that power longer-lasting relationships and sustainable growth.
