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Mother’s Day 2023: Content Ideas to Keep Your Readers Inspired

Posted 1 year ago by Samantha Tamakloe-Bonaca

Mother’s day continues to grow as an eCommerce event and more importantly, a revenue opportunity for publishers. Data from the National Retail Federation indicates that US spending for Mother’s day reached 31.7 billion USD, up +12.8% from 28.1 billion USD in 2021. In the UK, online retailers saw revenue blossom in the lead-up to Mother’s Day by +54% year-on-year!

Consumers remain set on finding memorable ways to honor their mothers and are willing to spend a little extra. With this opportunity in mind, here are three content ideas to gear you up for success this Mother’s Day.

The Trustworthy Gift Guide

If you’ve read our Valentine’s Day blog, you’ll know that gift guides are the backbone of publisher commerce content for big events. Across our network, Mother’s day traffic (UK) grew by +74.2% year-on-year, with a +22.4% uplift in order value, driven mostly by gift-guide-based content.

If you’re yet to master the gift guide, the key is to ensure that your guides are the ultimate source of inspiration. Compile your product list, feature a variety of brands, optimize for different reader devices, and vary the price points of the items listed. After all, not all consumers have the same price point when it comes to Mother’s Day spending. Take these posts from Cosmopolitan and Glamour: featuring unique Mother’s Day gift ideas for different kinds of budgets and mothers, including hard-to-buy-for moms.

Flower Delivery Services

Flowers remain one of the most popular gift categories for consumers. According to one estimate, U.S. consumers planned to spend nearly 3 billion U.S. dollars on flowers for Mother’s Day in 2022.

Ordered in advance or delivered the same day, a bouquet of flowers can mean more than a thousand words. It’s a simple reminder that you’re always thinking of her on Mother’s Day. Take a peek at this review-style article from Good Housekeeping. It offers readers a range of online flower delivery services, expertly ranking and highlighting the pros and cons of each one.

Gift Ideas for Wives, Moms-to-be, and other female relatives

It’s great to make sure mom feels loved, but what about the other women in our lives? The annual NRF Mother’s Day survey shows that 47% of men in 2022 planned to buy a gift for their wives. Mother’s Day content typically focuses on our own mothers, often overlooking other women who are also moms: daughters, sisters, wives, and pregnant women. Don’t miss out on creating content that caters to the growing gift demand for other female relatives.

Now that you’re all set with content ideas, head to our merchant search page and browse which merchants you want to feature this year. In need of some guidance? We’ve listed a few top-performing Mother’s Day merchants below!

Top Merchants to feature


From Flowers, Candy & Confections to Charcuterie & Cheese, Proflowers is a marketplace of beautiful bouquets and gourmet gifts – offering same-day delivery for any last-minute shoppers scrambling to buy a gift. If your partner loves supporting small neighborhood florists, Proflowers only partners with local florists to deliver fresh flower arrangements.

Access Proflowers’ Affiliate Program here.


There’s nothing quite like a personalized gift to capture the heart of a mother. From Scrapbooks and candles to keepsakes, Etsy’s global marketplace hosts an array of individual artisans that put their hearts and souls into making something special and long-lasting.

Access Etsy’s Affiliate Program here.

Fortnum & Mason

Pamper and celebrate the women in your lives with a little pick-me-up hamper from Fortnum & Mason. Specially-blended tea, personalized champagnes, and praline chocolates. Fortnum’s hampers contain a little bit of everything for every mom. Or, create your own hamper stuffed with delicious delights you know she loves.

Access Fortnum and Mason’s Affiliate Program here.

Mama Mio

Stretch marks, sore breasts, and post-pregnancy scaring – hallmark signs of a mother. Show how much you appreciate her by gifting her with sustainably driven and award-winning vegan skincare from Mama Mio.

Access Mama Mio’s Affiliate Program here.

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