Moments that Matter: How SMBs can grow their brand on TikTok this Mother’s Day

Mother’s Day on TikTok is a time for appreciation, gift-giving, and heartfelt celebrations.  

With 91% of EU TikTok users celebrating the occasion and 77% shopping for Mother’s Day, this key moment is yet another opportunity for your SMB to activate campaigns and reach an engaged audience looking to treat the mother figures in their lives!¹ 

🛍️ TikTok is a go-to platform for Mother’s Day shopping inspiration 

When it comes to Mother’s Day planning, TikTok users’ shopping behaviours vary, Among users who buy for Mother’s Day, 58% start their shopping at least two weeks before, while 1 in 5 start their shopping just days before.¹ 

This means brands have a major opportunity to connect with both early planners and last-minute shoppers. 

Unsurprisingly, 94% of TikTok users shop for their mums, but they’re also shopping for mother-in-laws, spouses or grandparents.¹ 

With a wide variety of gifting needs, your brand has more opportunities to capture users’ attention and drive sales.  

TikTok users are actively on the look-out for Mother’s Day inspiration, with some of the top gifting categories including Flowers, Beauty, Perfume and Skincare, in addition to Clothes and Accessories.¹ 

Beyond gifting, users who celebrate Mother’s Day see the moment as an opportunity to dine out, make a special meal, and surprise their loved ones ¹—opening up diverse ways for your brand to connect with your audience. 

📣 Tap into the Mother’s Day moment with content that shines 

For SMBs looking to hone in on the Mother’s Day momentum, creative storytelling and strategic planning are key.  

• Leverage Creator Partnerships: Collaborate with creators in the #MomTok community to amplify your brand’s reach and authenticity through engaging Mother's Day content. Share fun beauty routine swaps, interactive challenges, or "buy one, get one" offers—making the celebration even more special! 

• Showcase Gifting Inspiration: Highlight your products by sharing videos using popular hashtags like #MothersDayGift and #MothersDayGiftIdea. 

• Tap into Trends: Get in on viral challenges, share DIY gift ideas, and showcase outfit inspiration to seamlessly integrate your brand into the ongoing conversation. 

💡 From inspiration to shopping

Beyond discovery, TikTok content drives action.   

Whether it’s finding the perfect gift, planning a celebration, or making a last-minute purchase, content on the platform inspires users to take action.

In fact, 43% of users have bought or booked something as a result of special occasion content seen on TikTok. ² 

Don’t miss this opportunity to make the most of Mother’s Day to grow your brand.  

🚀 Supercharge your campaign with TikTok Ads 

TikTok offers a range of solutions that can help your brand shine this Mother’s Day.   

• Catalog Ads*: Match the most relevant content to shoppers based on their preferences and behaviors 

• Spark Ads: Leverage organic TikTok posts and their features in your advertising which provides an opportunity to build and establish your brand image and brand trust. 

• Interactive Add-Ons: Use features like Gift Code Stickers to capture last-minute shoppers and drive last-minute purchases. 

• Smart+ Campaigns: Optimise performance with our AI-powered automation to maximize return on investment. 

📥 Get the Mother’s Day 2025 Content Guide 

Ready to launch?

Click below to access exclusive insights and expert recommendations to elevate your Mother’s Day campaigns to help you join in on meaningful conversations, create engaging content and drive sales.  

Sources:

1. TikTok Marketing Science EUI Gifting Season Research 2024 conducted via AYTM 

2. TikTok Marketing Science EUI Gifting Season Research 2024 conducted via AYTM (for any occasion)