Mother’s Day Marketing: 10 Promotion Ideas to Delight Your Clients
Turn Mother’s Day into a fully booked affair
Mother’s Day isn’t just a heartfelt holiday—it’s a major marketing moment. According to the National Retail Federation’s 2025 Mother's Day Spending Survey, consumer spending for Mother’s Day is expected to reach $34.1 billion this year. Not only that, 53% of those surveyed say they plan to buy gift cards and 34% plan to spend their money on a personal service.
For salons, spas, wellness providers, and other service-based businesses, this is a cant-miss opportunity to attract new clients, reward loyal ones, and grow your bookings, all while celebrating the amazing moms in your community.
Below, we’re sharing 10 feel-good, business-smart Mother’s Day promotion ideas to help you meet the moment with care and creativity. You’ll find tips that are inclusive, engaging, and easy to implement with Acuity Scheduling. Because turning a seasonal opportunity into scheduling success? That’s kind of our thing.
10 Mother’s Day marketing ideas that’ll win hearts
1. Offer exclusive Mother’s Day discounts
Everyone loves a good deal, and a limited-time offer can be just the push clients need to book. Consider promotions like a percentage off select services, a BOGO offer (buy one, gift one), or a complimentary add-on for moms during a specific timeframe.
Make it feel special and time-sensitive. For example: “Book a massage for yourself and get a free mini facial to gift your mom. This week only!”
These promotions encourage both new and returning clients to act quickly and treat someone they love.
Acuity tip: Create coupon codes in Acuity Scheduling for clients to apply at checkout so they can see the savings instantly.
2. Promote gift certificates as the perfect gift
Gift cards are consistently one of the most popular Mother’s Day presents. In fact, consumers are expected to spend $3.5 billion on gift cards this year (Source: NRF). For busy or last-minute gift-givers, a service-based gift certificate is the perfect solution.
Add messaging that highlights convenience, flexibility, and value.
“Thoughtful and last-minute? That’s the magic of a gift certificate.”
“Let mom choose her perfect pampering.”
“Send a moment of self-care straight to her inbox.”
“No shipping required!”
Acuity tip: Sell gift certificates directly through your scheduling page. They’re easy to set up, and just as easy to redeem.
3. Host a special Mother’s Day event or experience
Like gift cards, experiential gifts are a favorite among consumers— 42% say finding a gift that creates a special memory is important to them, while 36% of men plan to gift experiences this year (Source: NRF). How can you meet that demand?
In-person events are a memorable way to engage clients and give them something to look forward to. Consider hosting a mother-daughter workshop, a "Mom & Me" fitness class, or a relaxation evening complete with mini services, refreshments, and gift bags.
Whether your business is health and wellness-focused or beauty-based, these experiences create an emotional connection with your clients that goes beyond a single appointment. They foster community, create photo-worthy moments, and give clients a reason to share their experience online. Events also create buzz on social media and can attract new followers or clients through word of mouth.
Acuity tip: Offer appointments for more than one client at a time with group class booking. Clients select the class they want to book from your scheduling page, and can reserve more than one spot when signing up—perfect for a family outing.
4. Create Mother’s Day service packages
Bundling services together into themed packages can increase perceived value and encourage clients to try something new. Consider pairing your most popular services (like a massage and facial combo) or designing an experience for two, such as a side-by-side mani-pedi or a bring-your-mom workout. You can also offer “self-care for mom” bundles that include multiple sessions clients can redeem over time.
Name the package something appealing and emotional—“The Love You, Mom Bundle” or “Unwind Together Package”—and make sure it’s featured clearly on your booking page and social media channels.
Acuity tip: Create packages to incentivize clients to pay for multiple sessions up front, often at a discount, for a special gift that lasts. For example, a package of 5 sessions for the price of 4.
5. Run a social media Q&A to spark feel-good engagement
Mother’s Day is about connection, and your content can reflect that without always being promotional. Host a lighthearted Q&A on social media by asking, “What’s the best advice your mom ever gave you?” or, “What’s one way your mom inspires you?”
Invite followers to reply, then share their responses throughout the week leading up to Mother’s Day. This builds emotional connection, boosts engagement, and humanizes your brand. You can even turn it into a campaign by pairing quotes with service highlights, photos, and graphics. Not everything needs to revolve around discounts!
6. Partner with a local business or charity for Mother’s Day
Co-marketing with another local business or supporting a nonprofit can amplify your reach and show your business values more than just the bottom line. Think about partnering with a nearby flower shop, café, boutique, or organization to co-host a giveaway, offer bundled deals, or donate a portion of your proceeds to a cause supporting moms, families, or women’s health.
These collaborations feel good, do good, and help you reach new audiences who already trust your partner’s brand.
7. Create a Mother’s Day gift guide
When it comes to finding the perfect gift, shoppers are often looking for inspiration. Help them out by curating a Mother’s Day gift guide featuring your own services, products, and hand-picked local recommendations. You could title it something like “Last-Minute Gifts That Moms Actually Want” and include everything from spa packages to jewelry, skincare, or class memberships.
Share it as a blog post, linkable stories on Instagram, or an email roundup. The easier you make it to shop or book, the more likely clients are to click.
Acuity tip: Use direct links to send traffic to specific appointment types or offers and turn more browsers into bookers without friction.
8. Promote your Mother’s Day specials across every channel
If a promo drops and no one sees it...does it even exist? Highlight your Mother’s Day specials everywhere your audience engages with you to ensure they make an impact:
Add a homepage banner or website pop-up
Feature deals on your Acuity booking page
Post reminders on your social channels
Send a dedicated email campaign with a strong subject line and call-to-action
Importantly, be mindful that Mother’s Day messaging isn’t joyful for everyone. Offer clients a way to opt out of holiday emails to show compassion and build trust with your audience.
Acuity tip: Embed your booking page directly into your website or add a “Book Now” button to your social profiles, so clients can book online the moment inspiration strikes.
9. Encourage referrals and reviews from happy moms
Turn happy clients into brand advocates by encouraging them to share the love. Ask for reviews after Mother’s Day services, offer a referral discount if they send a friend your way, or invite them to post about their experience on social media and tag your business. People trust people—real testimonials can turn curious browsers into paying clients, too.
You could even host a giveaway that rewards client stories, like “Share your mom’s best advice for a chance to win a self-care package.” These tactics not only create social proof but help extend your reach organically through user-generated content.
10. Plan follow-ups and keep the momentum going
Mother’s Day may be a single day on the calendar, but its impact can last much longer. After the holiday, thank your clients with a personal note or a small reward for future bookings.
You can also take time to review what worked: Which promos booked the fastest? What content got the most engagement? This reflection can fuel your next campaign—whether it’s Father’s Day, graduation season, or summer specials.
Acuity tip: Use automated emails to follow up, request a review, offer a rebooking discount, or remind clients of their next appointment without extra work.
From scheduling to gifting, Acuity’s got you covered
This season is bursting with opportunity—and Acuity Scheduling makes it easy to seize it. From selling gift certificates and bundling services to showcasing limited-time offers on your booking page, you can transform your Mother’s Day marketing ideas into meaningful appointments and a thriving business.
Ready to turn your seasonal promotions into fully booked days? Start a free trial to set up online booking with coupons, gift certificates, and packages today.
