In 2024, Mother’s Day spending reached $35.7 billion, continuing its upward trend as one of the most emotionally resonant (and commercially powerful) holidays of the year.1 For marketers, this presents a prime opportunity to meet shoppers in high-intent mode—many of whom are actively searching for ways to show appreciation to the moms in their lives.
But how can brands cut through the noise and reach the right audiences with the right messages at the right time? It starts with identifying emerging audience segments—and activating across channels that drive engagement and conversion.
Here are three strategic audiences to target for your 2025 Mother’s Day campaign and four channels that can help you scale results across the funnel.
Gen Z (ages 18–27 in 2025) are increasingly influencing gifting trends—and spending their own money to celebrate holidays. They value personalization, aesthetic presentation, and socially responsible brands. And don’t let their age fool you—many are now entering the workforce and have disposable income.
How to reach them: A custom-built audience with lifestyle and transaction-based attributes would be helpful to build a Gen Z segment of online-first shoppers who have engaged with eco-friendly or artisan brands in the past 12 months.
Mother’s Day isn’t just for young families. Adults ages 50–65—many of whom are now grandparents themselves—are likely buying gifts for older mothers (and sometimes spouses). These audiences are loyal, high-spending, and often prioritize meaningful, lasting gifts.
How to reach them: A custom-built audience based on life-stage, recent travel activity, and purchase history to reach active, engaged Empty Nesters looking for thoughtful gifts.
Self-gifting continues to rise, especially among single moms. In 2024, 45% of single mothers said they planned to buy themselves a gift for Mother’s Day.2 They’re proud, resilient, and ready to be celebrated. Brands that speak authentically to this audience—especially with messages around self-care and empowerment—can win big.
How to reach them: An “Empowered Female Head of Household” audience, which includes single women with children and a high propensity to engage with wellness, fashion, and self-care products would be helpful here.
Mobile-first audiences want real-time, relevant updates. SMS and push campaigns can drive urgency with flash sales, shipping cutoffs, or personalized reminders. When used with rich zero– and first-party data, these channels can feel personal without being intrusive.
PRO TIP: Time your messages around emotional triggers—like “You deserve this” messages for single moms or “Make her smile this Sunday” nudges for last-minute shoppers.
Authenticity sells, and creators—especially micro- and nano-influencers—continue to outperform traditional paid media when it comes to engagement and trust. Tap creators who align with your brand values and speak directly to your ideal customers.
PRO TIP: Partner with diverse creators representing different mom segments—young moms, single moms, grandmothers—to showcase gift ideas in real life. Use short-form video to drive conversion through platforms like TikTok and Instagram Reels.
With the rise of retail media, you can now reach customers as they browse and buy online. RMNs offer targeting precision and closed-loop measurement—ideal for product discovery and conversions during a tight gift-buying window.
PRO TIP: Leverage retail partners like Amazon, Walmart Connect, or Target to serve ads based on recent browsing behavior and cart activity tied to Mother’s Day gift categories.
Streaming audio continues to grow across generations—and podcast listeners are an especially engaged audience. With advanced targeting, you can now run dynamic ads that align with podcast content, location, and listener demographics.
PRO TIP: Target on-the-go shoppers with audio spots on mom-focused or wellness-themed shows. Use dynamic creative to tailor your message to each segment.
Whether you’re targeting a nostalgic Gen Z buyer or an empowered single mom, success hinges on data. Custom audiences built on real consumer behavior, lifestyle preferences, and purchase history help you cut through generic messaging and deliver what each segment truly values.
With Data Axle, you can create or refine audience profiles using a wide range of data sources—from real estate insights to purchase intent to online browsing behavior. That means more relevance, better targeting, and measurable results across your campaign.
Let’s start with the right audience—and bring your omnichannel campaign to life. Contact us to get started.
Originally published in March 2023. Updated in April 2025 for accuracy and relevance.
1 https://www.fox5atlanta.com/news/mothers-day-2024-spending-trends 2 https://msmagazine.com/2024/05/10/single-mom-mothers-day
As Content Marketing Manager, Natasia is responsible for helping strategize, produce and execute Data Axle's content. With a passion for writing and an enthusiasm for data management and technology, Natasia creates content that is designed to deliver nuggets of wisdom to help brands and individuals elevate their data governance policies. A native New Yorker, when Natasia is not at work she can be found enjoying New York’s food scene, at one of NYC’s many museums, or at one of the city’s many parks with her two teacup yorkies.