In a world where retail is no longer just about selling products, Mother’s Day showcases the power of experiences.
Experiential retail has moved to the center of how many brands connect with consumers, and this shift is especially clear this season. From immersive pop-ups to curated in-store wellness experiences, brands are leveraging Mother’s Day as an opportunity to create memories – not just transactions.
The National Retail Federation (NRF) estimates that spending on Mother’s Day across the nation will reach $34.1 billion this year. A previous NRF report found “a notable uptick in the number of shoppers seeking gifts that cannot be wrapped, [as] gifts of experience like concert or sporting event tickets” are on the rise. And as retailers recognize that consumers today desire authenticity and connection even when they are buying tangible items, they are incorporating shared moments into their retail strategies.
Emotional Commerce: Tapping into a Deeper Connection
Experiential retail is powerful because it taps into what brands refer to as “emotional commerce.” This approach recognizes that retail is not just about the utility of an item, but about feelings like nostalgia, aspiration or love.
Immersive experiences harness these feelings and, in the process, foster greater brand affinity and loyalty. Lego, for example, hosted a make-and-take Mother’s Day Flower event at select U.S. stores this April. Visitors had the chance to create an exclusive Lego flower for free to bring home, leaving each customer with an item imbued with a positive association, inspiring them to return and make more memories in the future.
From national brands like Lego to local boutiques, many retailers this Mother’s Day season are creating standout activations that lean into experience-first strategies:
Brunches and Crafts
Some stores are attracting customers by hosting special brunches and creative craft events, complete with live music, photo backdrops, and exclusive gift bundles. These events not only deepen the emotional connection between consumer and brand, but also encourage word-of-mouth marketing, social sharing and increased sales.
For example, Nordstrom’s “Nordy Club” hosts an annual Mother’s Day brunch at select Nordstrom restaurants, along with photo moments and activities. And Pottery Barn Kids stores are hosting a Mother’s Day Craft Event on Saturday, May 10, in select stores.
Mall Celebrations
It was widely predicted – especially throughout the 2010s – that malls would become a thing of the past. This prediction hasn’t come true yet, partly because shopping malls and retail centers across America are revitalizing their appeal by providing more than just shopping.
Mall of America in Bloomington, Minnesota, is celebrating Mother’s Day with various events and promotions, including free admission for moms – with the purchase of a full-priced child ticket – to the Crayola Experience this weekend. The Crayola Experience features more than a dozen interactive activities, like naming and wrapping your own Crayola crayon.
CityPlace, a live/shop/work/dine location in Palm Beach, Florida, is offering a selection of retail events for Mother’s Day, including mimosas at golf and lifestyle retailer Gresyon Clothiers. And Bethesda Row, an outdoor shopping area in Bethesda, Maryland, is hosting a Mother’s Day weekend event that includes music, games, a photo booth and giveaways.
Outside-the-box Ideas
Many retailers are getting creative, trading in predictable promotions for unique experiences that invite customers to visit. For example, candle retailer Voluspa will have a sip and shop event in their Newport Beach location this weekend, where an on-site calligrapher will personalize gift tags with handwritten details.
A fabric store in Alexandria, Virginia is hosting an “art of sewing” experience, calling moms to create a fun project while enjoying refreshments. And in Purcelleville, Virginia, a bath shop is holding a botanical soap-making class for moms.
Classes and Parties
From parties with personalized favors, live music and special gift guides, to classes on cooking, candle-making or painting, many stores are partnering with local artisans, chefs and more to deliver hands-on experiences that go beyond traditional retail. These kinds of events not only make the day feel more personal, they also give people a reason to linger, explore and actually enjoy being in the store.
Some retailers, like PlantHouse in Alexandria, VA, are hosting Mother’s Day DIY workshops where participants can create terrariums, bouquets, candles and more. And Sur La Table is offering a variety of themed cooking classes this weekend – from a croissant-making class in Tysons, Virginia to a macaron class in Palm Beach, Florida.
Cosmetics retailer Lush hosts customized parties outside their stores that some customers are taking advantage of to celebrate Mother’s Day this year. Their parties include a selection of games and activities, along with a product-making kit and a special gift for each guest.
Groundbreaking Florals
Flower arranging classes and events have become a popular in-store activation for Mother’s Day, too. This year, two retailers’ flowers have already hit social media feeds.
Walmart’s $20 Mother’s Day cupcake bouquet has gone viral – prompting customers to flock to Walmart stores. And in April, Target announced that it is expanding its floral offerings with the launch of Good Little Garden, its first floral owned brand. Good Little Garden includes more than 60 options of fresh blooms and plants – just in time for Mother’s Day. Select stores hosted pre-Mother’s Day events that included giveaways and the opportunity to “build your own bouquet.”
Ultimately, experiential retail isn’t about consumption – it’s about connection. Celebrating Mother’s Day through these different opportunities is a good way for retailers to honor moms and bring families together for the holiday.