Mother’s Day (May 10 in most countries, June 7 in France, and March 22 in the United Kingdom) is a popular gifting moment. And because many shoppers won’t be able to see their moms in person this year, they’re looking for cards and gifts that express how much they care. To help you make the most of the occasion, we’re sharing what we know about Mother’s Day shopping on Etsy, sourced from recent Etsy buyer research and past years’ data. You’ll also find the key gifting themes we plan to highlight to buyers in our Mother’s Day marketing, and some inspiring industry trends.
Key timing
Mother’s Day shopping tends to pick up in April and peak about two weeks before the event.
In order to capture early traffic, list any relevant Mother’s Day inventory at least a month before Mother’s Day, and keep items in stock during that peak period two weeks before the big day. In the days leading up to Mother’s Day, buyers may be looking for digital downloads they can print at home.
Etsy plans to promote Mother’s Day to shoppers through our buyer marketing channels (for example: in buyer emails, and social media), starting in April all the way through May 10 in the United States, Canada, Australia, and Germany. France’s Mother’s Day marketing program will run from mid-May through June 7th.
Quick tips
Here are some insights into Mother’s Day shopping on Etsy, along with steps for putting them to work in your shop.
| Insight | Shop action |
|---|---|
| Most Mother’s Day-related searches are general (ex: “mother’s day gift”), which suggests that shoppers are looking for guidance on gift ideas. | Use general Mother’s Day-related tags in any listings that would make great, unique Mother’s Day gifts but a shopper may not think to search for (for example: a naturally dyed linen scarf). Update your tags |
| Personalized and customizable gifts (necklaces, bracelets, family portraits) make popular Mother’s Day purchases. | Offer personalization or customization options (like initials, messages, color variations, and birthstones) for relevant listings. Turn on personalization |
| Many shoppers look for recipient-based gifts. | Consider adding popular recipient terms to your tags (for example: mom, friend, grandmother). Update your tags |
What shoppers want
Shoppers coming to Etsy for Mother’s Day gifts often shop these categories: Jewelry, Clothing, Home & Living, Paper & Party, and Art & Collectibles. We also know from recent Etsy buyer research and historical search data that Etsy shoppers tend to look for the following, within those categories and beyond:
Gifts for sending love: Since many people won’t be able to be with their families and loved ones this Mother’s Day, they’re relying more than ever on gifts and cards to make their recipients feel special.
Activities for the home: More people are spending their days at home, so shoppers are looking for creative ideas for keeping busy (and keeping kids entertained), from puzzles to baking supplies and DIY crafting or embroidery kits.
Gifts for a variety of recipients: Buyers shop for their own moms, mother-in-laws, and other moms or motherly figures in their lives (for example: grandmas, friends that are moms, aunts). Some shoppers also purchase gifts for themselves or other moms on behalf of children.
Sentimental items: Shoppers are on the lookout for special products that show recipients they care, and that feel unique. Personalization and customization options are a popular choice here, from birthstone necklaces to family tree or portrait artwork. Shoppers are also drawn to greeting cards conveying affection through clever, quirky sayings.
Heirloom quality: Buyers want high-quality, versatile items that will last, and may be willing to spend a bit more on an investment piece. Shoppers may even view buying gifts intended to be handed down to future generations as a way to shop sustainably.
Popular themes: personalized and customizable gifts (necklaces, bracelets, family portraits), mom tees, personalized family portraits, monogrammed accessories, greeting cards, and spa kits.
Top searches: mother’s day gift, personalized gift, mother’s day jewelry, mom shirt, mom gift, cards, necklaces, gift boxes, first mother's day, bath bomb, gifts for grandmothers, personalized pillow, ring dish, and recipe box.
Industry inspiration
Use these themes to inspire new products (or gift wrap).
Flower jewelry: Flowers are a constant Mother’s Day favorite, and this year they’re blooming in jewelry form. Birth month flowers are a fresh alternative to birthstones, and the perfect way to show moms you care.
69% YoY increase in searches for “birth flower jewelry”
Gifts from the garden: Spring is revealing a new crop of greenery and gardening-related items, from practical tools for planting to drawings of plants and herbs.
Little luxuries: Shoppers are looking for products that promote relaxation, like tools for yoga and meditation. Think home spa treatments, candles, and comfy activewear.
Artful activities: Products featuring a colorful, purposely messy aesthetic are suggestive of children’s art making. Offer items for family activities like soap making and baking, drawing on a rainbow palette.
Words by Audrey Manning
Audrey Manning grew up in Brooklyn, just blocks from Etsy HQ. These days she's working from PA and busy trying to keep up with her toddler.
