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THE TOP 12 PSYCHOLOGICAL TRIGGERS USED FOR SUCCESSFUL MOTHER’S DAY CAMPAIGNS

The top 12 psychological triggers used for successful Mother’s Day marketing campaigns. The best 10 psychological triggers that drive Mother’s Day marketing campaign results.

Written by Mau, a Senior Mother’s Day marketer at eDigital.

THE TOP 12 MOTHER’S DAY PSYCHOLOGICAL TRIGGERS IN MARKETING

Mother’s Day marketing campaigns often leverage the insecurities and anxieties of kids, teens, adult children and partners to drive consumer behaviour and increase basket value.

By tapping into some of the most basic human emotions associated to showing love to moms, you can persuade spending and reinforce societal expectations.

TOP 12 PSYCHOLOGICAL TRIGGERS USED IN MOTHER’S DAY CAMPAIGNS

Mother’s Day campaigns often subtly (or overtly) tap into some of the most common insecurities and anxieties children and significant others feel towards their mom or partner to drive emotional engagement an purchases.

The top 12 most commonly psychological triggers include:

12. Fear of inadequacy or guilt

• Messaging: “Show her how much she means to you” or “Is a card really enough?”
• Targeted anxiety: That they haven’t done enough for their mother or aren’t showing sufficient appreciation.
• Effect: Encourages overspending or upgrading gifts (flowers → spa day → jewellery).

Samsung’s “Texts from Mom” campaign highlighted the often-overlooked efforts of mothers through humorous and relatable text messages. The campaign concluded with a call to action, prompting viewers to reconnect with their mothers, thereby invoking feelings of guilt and encouraging them to make amends by gifting Samsung products to her.

Trending this week: the new 25 modern mother archetypes

11. Fear of regret / Mortality awareness

• Messaging: “You never know how many more Mother’s Days you’ll have together”, “Every Mother’s Day is a gift. Cherish this one” or “Tomorrow isn’t promised. Celebrate Mom fully today”
• Targeted fear: Time is limited; the chance to show love is fleeting.
• Effect: Drives urgency and emotional weight to act now.

Popular this month: the best Mother’s Day marketing campaign ideas and examples

10. Quality time guilt

• Messaging: “Her hug still feels like home. Be there!”, “Remember her stories? Make new ones this Sunday.”, “The one place your heart truly belongs. Enjoy with Mom today.” or “The best gift is time, shared together”.
• Targeted anxiety: The nagging feeling that you don’t spend enough time with mom, making experience gifts or shared activities particularly appealing as compensation.
• Effect: Moves an emotional cord of investing time with mom for at least one day.

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9. Desire of lasting positive family memories

• Messaging: “Create a memory, gift an experience”, “This Mother’s Day, make moments that last”, “Connect, celebrate, remember” or “Keep family tradition alive. Celebrate Mom together”
• Targeted desire: Create lasting positive memories for the family everyone will always remember.
• Effect: Propel deep emotional connections within a family, suggesting that Mother’s Day is a crucial time to strengthen these bonds and create positive family memories.

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8. Desire of approval

• Messaging: “Make her proud this Mother’s Day.”
• Targeted desire: That they’re not living up to parental expectations.
• Effect: Pushes toward thoughtful, personalised gifts or efforts that feel “grown-up” or “successful.”

Marketers who read this article also read: the new 25 modern mother archetypes

7. Desire for a positive intimate connection

• Messaging: “Exclusive moments, big joy. Make her day” or “Give her an exclusive experience she deserves”
• Targeted desire: create a positive intimate connection full of joy. Ensure she has the most fun day of the year.
• Effect: Encourage children and significant others to return all her dedication and effort with actions that bring joy and happiness.

You can also find some of the best Mother’s Day marketing campaign ideas and examples

Another related psychological trigger you can tap into is the need of anticipating Mom’s positive emotions with a special gift.

Below is an example for this trigger.

6. The obligation to celebrate and to avoid feeling behind by social comparison

• Messaging: “This Sunday, everyone’s showing Mom some love. What’s your plan?”, “Everyone’s celebrating Mom this Sunday. Are you ready?”, “Everyone is gifting Mom today. Are you?” or 
• Targeted obligation: FOMO or being perceived as a “bad” or neglectful child.
• Effect: Creates pressure to perform the ritual, even if it’s not personally meaningful.

Once you choose a psychological trigger to target, you should also tap into one of these new 25 types of moms every marketer should know.

5. Need to express love

• Messaging: “Tell your mom you love her” or ‘Express your love this Mother Day!”
• Targeted need: A need to show their love for their mother.
• Effect: Product and services that makes Mother’s life easier, more fun or more special are convenient outlets for expressing love.

Want more examples of how marketers tap into the need to expressing love?

Check out some of the best Mother’s Day marketing campaign ideas and examples

Louis Vuitton is one of the world’s top 25 luxury high fashion brands on Instagram

4. Need to compensate for physical absence

• Messaging: “Close the distance with a gift that matters”, “Send her an exclusive proof of love, even from far away”,  “Make her feel close, with a gift from your heart” or “Distance should not stop a thoughtful surprise”
• Targeted need: For those geographically separated, the need to compensate for physical absence with material presence, leading to more expensive gift-giving.
• Effect: Drives meaningful gifting or planning a virtual experience that show love and connection despite the distance.

Growing up with a Global Nomad Mom (one of the new 25 modern mother archetypes marketers must understand) often leads to adult children living geographically apart, fostering a deep-seated desire to compensate for that physical absence through meaningful gestures.

3. Obligation to uphold a strong family tradition

• Messaging: “Your traditions, her joy. Let’s celebrate together this Sunday”, “Honouring her legacy, one tradition at a time” or “Carry on the love and build long-lasting memories. Cherish your unique family Mother’s Day ritual this Sunday”.
• Targeted desire: Pressure to uphold or establish family traditions.
• Effect: Evokes feelings of warmth, belonging, and nostalgia, subtly reminding children and partners of the importance and emotional significance of family traditions. They aim to inspire a desire to participate and keep these customs alive even with some of the most traditional Mother’s Day symbols (flowers, brunches, cards, etc).

2. Desire for emotional repair

• Messaging: “Say the things you’ve been meaning to say.”
• Targeted desire: Past distance, conflict, or unresolved issues in the relationship.
• Effect: Leverages emotional vulnerability to sell meaningful gestures, like letters, memory books, or experience gifts.

Certain mothers, representing a segment within the new 25 new maternal profiles marketers should understand, may have inadvertently created emotional baggage in their children, fostering a profound desire for emotional repair through meaningful gifts.

1. Fear of not showing enough appreciation

• Messaging: “Remember all those late nights, early mornings, your mom juggling work and family?” or “She always put your needs before her own”.
• Targeted fear: Worry of being seen as ungrateful or neglectful. They may worry that their mother might be less willing to help them in the future if she feels unappreciated or that it could create distance when they might need her support. There is also desire to recognise mom’s role in shaping who you’ve become.
• Effect: Sentimental or nostalgic gifts particularly effective.

Note: Most of Mother’s Day ads emphasise the sacrifices and hard work of mothers, subtly suggesting that purchasing a particular product is the appropriate way to show appreciation. This approach can lead to increased consumer pressure to buy a special gift. However, this emotional trigger tend to be overused so we suggest you tap into another psychological trigger to maximum campaign impact and recall.

Next: the new 25 types of moms every marketer should know

THE TOP 9 TIPS FOR MOTHER’S DAY MARKETING CAMPAIGNS

9. Broadening the Definition of Motherhood

Modern Mother’s Day campaigns are increasingly recognising that “mothers” include some these new 25 Types of Mothers every marketer should know.

For example, Tesco’s campaign highlighted real stories from diverse moms, including queer mothers and adoptive parents, fostering inclusivity and resonating with audiences who often feel overlooked. This approach challenges marketers to rethink who their campaigns address and how they reflect varied family dynamics.

8. Emotional authenticity drives engagement

Campaigns that tap into genuine emotions—joy, gratitude, nostalgia, or even grief—create stronger connections.

For instance, Hallmark’s TV commercial featuring a mother supporting her daughter with Down syndrome delivered a heartfelt message of unconditional love, leaving a lasting impact. By focusing on real, relatable stories, marketers can move beyond generic promotions to build brand loyalty through emotional resonance.

7. Sensitivity to diverse experiences

Mother’s Day can be a challenging time for those who have lost mothers, experienced miscarriage, or face strained family relationships. Offering opt-out options for Mother’s Day emails, as suggested by Attentive and Getsitecontrol, shows empathy and builds trust. This thoughtful approach is relatively new in marketing and sets brands apart by prioritizing customer well-being over aggressive sales tactics.

6. Cultural and social relevance

Campaigns that tie Mother’s Day to broader social issues, like women’s empowerment or sustainability, capture attention.

For example, Upwork’s 2022 “Motherhood Works” campaign encouraged businesses to hire working mothers who lost jobs during the pandemic, aligning the holiday with a meaningful cause. Similarly, Nyssa’s focus on women’s health issues, such as postpartum care, breaks taboos and appeals to audiences craving authenticity.

5. Leveraging user-generated content (UGC)

Inviting customers to share personal stories, photos, or recipes about their mothers creates authentic, community-driven content. Run contests or hashtag campaigns to collect customer stories, boosting engagement and authenticity.

Chicco’s #ChiccoMomsDayContest encouraged users to post photos with their babies, generating engagement and UGC that felt organic and relatable. This strategy not only amplifies emotional storytelling but also builds a sense of community around the brand.

4. Competitive differentiation

With Mother’s Day spending projected to exceed $35 billion in the U.S. alone, the market is highly competitive. Inclusive storytelling helps brands stand out in a crowded space where consumers are bombarded with similar promotions. Campaigns that feel personal and considerate cut through the noise.

3. Building long-term loyalty

Empathetic campaigns foster trust and loyalty, encouraging repeat purchases beyond the holiday. For instance, brands that acknowledge sensitive experiences or celebrate diverse moms create lasting emotional connections.

2. Adapting to consumer expectations

Today’s consumers, especially Gen Z and Millennials, prioritise brands that align with their values, such as inclusivity, authenticity, and social responsibility. Campaigns that ignore these expectations risk alienating key demographics.

1. Data-Driven personalisation

Learning to segment audiences based on their unique relationships to Mother’s Day (e.g., new moms, empty nesters, or those opting out) allows for tailored messaging that feels relevant. Tools like product discovery quizzes or social media polls can gather insights to refine these campaigns.

Last tips

• Research your audience: Use surveys or social media polls to understand your customers’ diverse experiences with motherhood.
• Feature real stories: Partner with real customers or influencers to share authentic narratives, as seen in Tesco’s or Lalo’s campaigns.
• Offer opt-out options: Implement empathetic email or SMS opt-outs for those who find Mother’s Day triggering.
• Align with social causes: Tie campaigns to issues like women’s health, empowerment, or sustainability to add depth, as Nyssa and Upwork did.
• Inclusive mother’s narratives. While inclusive storytelling is powerful, marketers must avoid tokenism or exploiting sensitive topics for profit. Marketers should critically assess whether their inclusivity efforts are surface-level or genuinely reflective of their values, as consumers are quick to spot performative marketing.
• Authenticity is key. Campaigns that feel forced or insincere can backfire, alienating audiences.
• Test and iterate: Use A/B testing for email subject lines or ad copy to find the most resonant messages, as Omnisend suggests.

By mastering inclusive and empathetic storytelling, marketers can create Mother’s Day campaigns that not only drive sales but also build meaningful, lasting connections with their audience.

Next: the new 25 types of moms every marketer should know

Conclusion

Understanding some of these top 12 psychological triggers used for Mother’s Day campaigns is key for driving tangible campaign results and will redefine how you approach one of the biggest retail opportunities of the year.

eDigital‘s experts are available to help you devise the most effective strategies to achieve your Mother’s Day marketing goals.

Reach out to our team to find out more about how we can help you drive tangible Mother’s Day results.

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THE TOP 12 PSYCHOLOGICAL TRIGGERS USED IN SUCCESSFUL MOTHER’S DAY MARKETING CAMPAIGNS

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