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Mother’s Day promotions that captured the sentiment of the day

By Cristine Struble

NEW YORK, NEW YORK - MAY 02: A woman takes a photo of hydrangeas at the Fifth Avenue Blooms Mother’s Day installation along Fifth Avenue amid the coronavirus pandemic on May 2, 2021 in New York City. The annual event which was cancelled in 2020 due to the coronavirus pandemic has returned. It consists of ten large rivers of flowers, 999 planted grow bags in total, 7,000 flowers and 17,000 gallons of soil; each block is a different color palette. The installation runs until May 14th. (Photo by Alexi Rosenfeld/Getty Images)
NEW YORK, NEW YORK - MAY 02: A woman takes a photo of hydrangeas at the Fifth Avenue Blooms Mother’s Day installation along Fifth Avenue amid the coronavirus pandemic on May 2, 2021 in New York City. The annual event which was cancelled in 2020 due to the coronavirus pandemic has returned. It consists of ten large rivers of flowers, 999 planted grow bags in total, 7,000 flowers and 17,000 gallons of soil; each block is a different color palette. The installation runs until May 14th. (Photo by Alexi Rosenfeld/Getty Images) /
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After the past year, the Mother’s Day promotions seemed to be on over drive this year. With mom taking on even more jobs in the past year, the idea of saying thank you and celebrating the woman who does it all was even greater. In many ways, it was more than just a day.

For example, Samuel Adams turned its Mother’s Day celebration into a larger commitment to helping women. Through its Samuel Adams Brewing the American Dream program, the company offers “moms across the country with business trainings, advice and other physical benefits during a time of intensified pressure amidst the pandemic.”

Jim Koch, Founder and Brewer of Samuel Adams. “We recognize that supporting moms who are also pursuing their entrepreneur dreams goes beyond just offering help to their businesses right now, so we hope that this initiative can provide some relief to a community that needs some extra support.”

With almost three million moms having lost their jobs, the situation is dire. Beyond the actual job itself, the need of childcare, medical care and other needs are a big concern. This program addresses all those issues.

How did Mother’s Day promotions bring a different conversation to the table?

Mother's Day promotion BABE Wine Hotels.com
BABE Mother’s Day event, photo provided by BABE Wine /

As seen with BABE Wine, the promotion was a little more lighthearted. Stating that “28% of moms were more likely to experience burnout than dads,” it was clear that moms needed a day off. Whether or not families listened to that request remains to be seen.

Partnering with Hotels.com, BABE Wine gave one lucky mom the ultimate day off. Whether that hotel getaway with a fridge stocked with BABE Wine was that perfect gift or a reminder that moms deserve another day off isn’t necessarily the biggest takeaway from this promotion. The reality is that people need to listen to what the gift recipient wants. That concept is the most important aspect of giving a gift.

In a different way, Postmates took a different twist to the escapism for Mother’s Day promotions. Through its partnership with Drake, the brand offered free candles from his Better World Fragrance House candles. While this promotion was limited to Drake’s favorite eateries in New York and Los Angeles, the idea is interesting beyond the celebrity connection.

Granted, mom deserves the perfect ambiance for her special dinner, it was a nice way to support some restaurants and get a special gift in return. Sometimes a little bonus can sway a decision.

There is that little bit of “stars like us” quality. Sure, Drake isn’t showing up to deliver the meal, but you can feel a little connection to the mega star.

Lastly, it is a reminder that going beyond just the norm makes an event even more special. From the candle to the food order, just doing the minimum is never a good idea. It is time to strive for more.

While the Mother’s Day promotions were many, the truth is that one day comes and goes. The brands who make the long term commitment will gain that customer loyalty.

Mother's Day traditions are flavored with tastes from the past. light. Related Story

How did you celebrate the day? Did you see a promotion that resonated with you?