How Gen Z and Millennials Are Changing the Mother's Day Gift List

Flowers and cards are nice, but experiences are really the thing to give moms

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In the spirit of gift giving this Mother’s Day, here’s a memorable reflection on the holiday from the pages of the St. Louis Post-Dispatch in 1944: “Mother’s Day is being desecrated. The telegraph companies with their ready-made greetings, the florists with their high-pressure campaigns and awful prices, and the candy manufacturers have made a racket out of my ideas.”

The speaker? Anna Jarvis, founder of Mother’s Day.

We’ll get to Jarvis’ story in a second but, for the moment, it’s hard not to grant her point: Mother’s Day is indeed a highly commercialized holiday.



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This story first appeared in the May 2023 issue of Adweek magazine. Click here to subscribe.