Mother’s Day 2025 has just been, but there's still a lot to learn and unpack with this occasion. To make the most of this key retail period, it’s crucial to have a strategic, audience-driven approach. In this article, the ADMATIC team shares insights on targeting high-priority audience segments effectively - from partners and spouses to last-minute shoppers and non-traditional celebrators. Read more to discover how to make your Mother’s Day campaign successful.

An effective Mother’s Day campaign begins with strategic clarity. Understanding who you are targeting—and why they convert—is essential to delivering meaningful results. Attempting to engage too many audiences can dilute your messaging, reduce frequency, and fragment media investment.

To maximise impact, it is essential to  prioritise audience quality over quantity, focusing on the segments most likely to drive revenue. This requires aligning your creative, messaging, and channel mix with the behaviours, needs, and decision-making timelines of your most valuable customer groups.

This timeline outlines a structured three-phase approach for executing a high-performing Mother’s Day 2025 campaign. Each stage aligns with a key phase in the customer decision journey—Inspiration, Consideration, and Purchase—ensuring media, creative, and messaging are deployed with purpose and precision.

ADMATIC - Mothers Day Image

In the following sections, we outline four high-priority audience segments for Mother’s Day 2025 and provide actionable guidance on how to reach them—strategically, efficiently, and where they are most likely to convert.

1. Partners and Spouses

Partners (Dads) - buying gifts to help their children show appreciation.

Why they matter

They tend to spend more. Think high-ticket items —purchases driven by impact, not convenience.

Where to reach them

Channel

Why it works

Meta (Facebook & Instagram)

Strong reach among males 30–50. Collections and Carousels with gift ideas and DPA formats work well for showcasing curated bundles. Targeting can be refined using parenting, life-stage, and family interests.

YouTube

Pre-roll ads with emotional storytelling connect well during lifestyle or family content. Great for upper-funnel brand reinforcement or run Demand Gen campaigns.

Google Search

Capture intent with search terms like “gifts for wife from kids” or “Mother’s Day luxury gift ideas” or run Pmax campaigns.

Email

If they’ve opted into family campaigns before (e.g. Christmas), retarget them with themed collections and reminders.

 

2. Age Group (25–45)

Millennials and older Gen Zs—emotionally engaged, financially capable, and digitally fluent. They care about getting the gift right, but also want it to be easy, seamless, and meaningful.

Why they matter

They represent your largest audience and are most likely to convert across multiple channels. They respond to inspiration, reassurance, and social proof.

Where to reach them 

Channel

Why it works

Pinterest

Ideal for early planners. Promote gift guides, “Gift under $xx” Pins, and Collection Ads. This audience saves now and converts later on search.

Instagram & TikTok

Strong engagement with lifestyle content. Use Reels and short-form video to deliver emotionally led, product-focused content.

Google Shopping

Capture mid-funnel research behaviour. Optimise product feeds -  highlight fast shipping, products on sale and reviews on google shopping.

Email

Usually responsive to well-timed email campaigns. Use early-bird promos, gift suggestions, and personalised reminders to build intent.

Push Notifications

Excellent for last-minute nudges. Use time-sensitive offers to prompt fast action close to the gift deadline.

Influencer Partnerships

Partner with relatable creators aged 25–40 (lifestyle, wellness, first-time mums). Focus on content like “What I’m getting my mum this year” and unboxing reactions. Amplify high-performing organic content through paid.

 

3. Last-Minute Shoppers

They could be anyone—but they all shop late. Whether they forgot or delayed the decision, they’re looking for fast, no-fail options.

Why they matter

They deliver last-minute conversion spikes. Targeting them properly can unlock a second wind of campaign performance in the final 72 hours.

Where to reach them

Channel

Why it works

Google Search (Exact & Phrase Match)

High-intent queries like “last-minute Mother’s Day gift” and “e-gift card for mum” appear here. Make sure the copy emphasises speed and certainty.

Meta & YouTube (Retargeting)

Re-engage non-converters with urgency-led creatives. Reminder on when to order to get the gifts delivered on time. You can also push gift cards to this audience.

SMS & Push Notifications

Instant impact. Send 1–2 prompts in the final 72 hours.

On-site Popups

Use popups to serve last-minute bundles or digital gift cards to return visitors.

 

4.  Non-Traditional Celebrators

Those honouring grandmas, chosen family—and even pet mums. This audience is growing as modern family structures become more visible and inclusive.

Why they matter

They spend just as much as traditional buyers—and they respond strongly to brands that recognise them.

Where to reach them

Channel

Why it works

TikTok & Instagram

Storytelling content that celebrates non-traditional families performs well. Creators can personalise this narrative.

Pinterest

Discovery-focused content—“gift ideas for pet-mum”, “gifts for grandma”. Great for early inspiration.

Email

Use segmentation to find buyers from pet categories, or past custom product orders. Offer inclusive copy and gifts.

Influencer Partnerships

Collaborate with diverse creators to tell personal, honest stories. This builds trust and reach with audiences who don’t often see themselves reflected in campaigns.

 

Need help with your Mother’s Day campaign? Click here to get in touch with ADMATIC team.

Source: ADMATIC, 18 April 2025