Honoring and celebrating our mothers has been a global tradition throughout history. Although Mother’s Day was officially declared a U.S. holiday in 1914, its origins date back centuries. People have honored their mothers across cultures and time periods through festivals, religious observances, and communal gatherings. 

Understanding the historical significance of holidays like Mother’s Day provides insights into how our traditions influence our consumer behavior and modern marketing strategies. Let’s journey back in time to explore how the origins of Mother’s Day led to its transformation into a major economic event. 

What are the Ancient Roots of Mother’s Day Celebrations?

Thousands of years ago, when the weather warmed for spring, the Ancient Greeks gathered for the festival of Rhea, the Mother of Gods, who was associated with fertility and motherhood. In nearby Ancient Rome, the festival to Cybele, the Great Mother, was celebrated as early as 250 B.C. By that time, Egyptians had long held annual celebrations in springtime to Isis—the protector, healer, and mother of gods—for thousands of years.  

This tradition continues today, with Egypt and several other nations celebrating Mother’s Day in March, marking the renewal of life. As societies moved away from deity worship and towards personal and family-centered traditions, however, the celebration of motherhood became more intimate. 

What are the Medieval Mother’s Day Traditions?

The 17th century was a busy time for English villagers, many of whom were servants who worked at manors. Every year on the fourth Sunday of Lent, workers were encouraged to go home to spend the day with their mothers in a celebration they named “Mothering Sunday.” Families would make mothering cakes (or carlings)—pancakes made with peas fried in butter—to honor their beloved matriarchs. As Christianity spread across Europe, the tradition evolved into an annual pilgrimage where people returned to the church they were baptized in and spent the day with their mothers. 

Mother’s Day Work Clubs: The Birth of a National Holiday 

Moving ahead to the 19th century: In 1858, social activist Ann Reeves Jarvis started organizing Mother’s Day work clubs to help mothers care for their children during the hardships of the Civil War. In 1872, abolitionist Julia Ward Howe organized Mother’s Day meetings in Boston, Massachusetts, but the holiday didn’t catch on until Anna Jarvis, the daughter of Ann Reeves Jarvis, campaigned to make it a holiday in 1905 upon her mother’s passing. Jarvis stressed the importance of a holiday that recognized the contributions of mothers, choosing white carnations as its emblem and encouraging people to write letters of gratitude to their mothers. 

By 1911, Mother’s Day was celebrated in nearly every state, and President Woodrow Wilson declared it a national holiday in 1914. As he put it, Mother’s Day is a “public expression of our love and reverence for all mothers.” The rest, as they say, is history. 

Global Adoption and Modern Marketing Strategies 

Today, Mother’s Day is celebrated in over 100 countries, with different cultures adopting their own versions of the holiday. It’s easy to spot the predominant pink and red color scheme in most modern Mother’s Day marketing campaigns, while white carnations now honor mothers who have passed on.  

In the U.S., Mother’s Day is the third-largest card-sending and flower-sending holiday. Interestingly, despite her efforts to establish the holiday, Anna Jarvis despised its commercialization—particularly the rise of greeting cards! Ironically, the very success of Mother’s Day as a holiday was fueled by the consumer behavior she wished to avoid. 

Mother’s Day as a Marketing Powerhouse 

Today, Mother’s Day is a global economic driver, having generated $33.5 billion in sales in 2023 and continuing to influence industries from retail and hospitality to digital advertising.  

Digital marketing has transformed how we celebrate Mother’s Day. AI-powered gift guides, targeted ads, and personalized email campaigns help brands like Amazon and Etsy suggest gifts for every type of mother. Social media also plays a role: Companies like Pandora Jewelry and Hallmark run interactive campaigns, encouraging users to share heartfelt tributes with custom hashtags. 

From a consumer psychology perspective, Mother’s Day highlights how emotions—our love for our mothers—influence purchasing decisions. Brands leverage this sentiment through nostalgic storytelling, with campaigns that highlight the bond between mothers and their children. Similarly, brands use limited-time promotions like exclusive discounts and holiday deals to boost spending. 

Turn Insights into Impact With a Marketing Credential 

Cultural traditions have long influenced consumer behavior and market trends. Understanding the historical roots of important holidays like Mother’s Day provides us with insights into emotional storytelling, seasonal purchasing patterns, and the psychology behind consumer engagement. These are essential skills for modern marketing professionals. 

The University of Texas Permian Basin offers three entirely online and affordable marketing programs to suit your goals: 

Whether you’re a business professional ready to grow your marketing expertise, brand new to the field of marketing, or you simply want to brush up your skills, UT Permian Basin’s online programs will equip you with the knowledge to create impactful, culturally relevant marketing campaigns that drive results. 

Shape your future with a marketing credential from UTPB today. We look forward to seeing you in the virtual classroom!