What Moms Really Want: Mother’s Day Trends Through the Years 

Let’s be real. Moms have been showing up for us since before we could even say the word mom. Mother’s Day is our chance to show some love back. 

But while moms haven’t changed in being superheroes, the world around them has. I mean, there was no ChatGPT to help compare diaper rash creams in 1994. And while flowers and handmade cards are still sweet, today’s gifts are way more personal and in tune with what moms actually want. 

Smart Brands, Smart Moves 

Some brands have totally nailed it with creative Mother’s Day campaigns: 

🎥 Teleflora – “Love Like a Mother” 
Hilarious, clever, and completely relatable. We’re still laughing. 

🎥 Pandora – “The Unique Connection” 
I’m not crying, you’re crying. Seriously—it’s a tearjerker. 

️  

Allswell – #BanTheBrunch 

A campaign that finally says what a lot of moms are thinking: skip the restaurant crowd and bring on the breakfast in bed. 

What We Found at Harmon Research 

We ran a generational study to dig into gift preferences, and the results tell a clear story: 

• Gen X (1965–1980): Love the classics, flowers, breakfast in bed, and sweet handmade cards. 

• Millennials (1981–1996): Prefer gift cards, jewelry, and dinner out. 

• Gen Z (1997–2012): Into tech gifts, spa days, and self-care vibes. 

• Gen Alpha (2013–today): Moms want meaningful experiences: travel, time together, and gifts that reflect their values. 

How Brands Can Keep Up 

Trends change fast (thanks, TikTok), so staying connected to real people matters more than ever. That’s where ongoing research comes in. 

By mixing both qualitative and quantitative insights, brands can offer gifts that feel personal, emotionally spot-on, and modern. Because let’s be honest, if anyone gave a pot as a Mother’s Day gift at our office, they’d probably get hit with it. It’s 2025. Time to let go of the clichés. 

Looking Ahead 

The future of Mother’s Day is all about meaning. Expect more customized experiences, value-driven gifts, and digital-first options. And the brands that get it? They’re the ones that listen year-round, not just once a year. 

At Harmon Research, we help brands get those insights right from the source: real people. 

Curious what moms (and everyone else) are actually looking for? 

Let’s talk → hello@harmonresearch.com 

In the meantime, let’s celebrate the amazing moms in our lives and in our company, because we all know they’re the ones keeping the world going ‘round (and making sure we don’t fall off it).