How Associations Are Getting in the Mother’s Day Mood

From restaurants, to retailers, to ranchers (really!), Mother’s Day is bringing out a lot of excitement for trade groups far and wide who see both the sentimental value and the financial impact of the holiday.

Just like seemingly every other holiday on the calendar, associations are all over Mother’s Day, even making it the focus of some of their members’ marketing efforts.

And for good reason, too—celebrating your mom can often be a great financial boon for an industry.

Take the National Restaurant Association, which reported this week that around 87 million adults will visit a restaurant for the Mother’s Day holiday—that’s about 34 percent of the U.S. adult population.

“Whether it’s at breakfast, brunch, lunch or dinner, diners will be out and about, celebrating with family and friends, and enjoying a great restaurant meal during this special occasion,” said the association’s senior vice president of research, Hudson Riehle, in a news release.

The National Restaurant Association is far from alone on the Mother’s Day celebrations. Here are some other groups that know what Mom wants:

The National Retail Federation, being the trade group of record for sellers around the world, supports whatever gift you buy your mother, as long as it comes from a store, of course. NRF recently projected $23.1 billion in spending related to the Mother’s Day holiday, and not all of that was in physical form. The group said that nearly 30 percent of mothers were looking for the gift of experience.

The Society of American Florists, of course, would like to remind you that flowers are a great way to say thanks to Mom. Jumping off an NRF stat that 69 percent of people plan to buy flowers for Mother’s Day, SAF recently made marketing materials available to members, including graphics, news releases, and commercial scripts.

Jewelers of America, the trade group for sellers of fine gems, produces a Mother’s Day Gift Guide each year, as a way to highlight the ways that jewelry can make Mother’s Day just a little bit nicer. “In an era of throwaway fashion, jewelry continues to be a top gift for Mother’s Day because jewelry is meaningful and will serve as a reminder of love and appreciation for years to come,” spokesperson Amanda Gizzi said in a news release. Check out the guide over this way, or get a few highlights in the video above.

The National Cattlemen’s Beef Association (NCBA), as well as the Cattlemen’s Beef Board, may not have jewels to share, but its industry knows that there are plenty of tasty Mother’s Day meals to be made with beef. With funding from the Beef Checkoff program, the “Beef. It’s What’s For Dinner” campaign is sharing high-resolution Mother’s Day cards on its Facebook page. In a news release, NCBA Senior Vice President for Global Marketing and Research Alisa Harrison noted the importance of moms on cattle ranches. “In addition to raising cattle, ranch moms raise their kids and take care of the family, so it’s especially important to us at ‘Beef. It’s What’s For Dinner’ to recognize their hard work, and we think these fun cattle-themed cards are the perfect solution,” Harrison says. Who’s in the mood for a good steak? Mom is, possibly.

(jenifoto/iStock/Getty Images Plus)

Ernie Smith

By Ernie Smith

Ernie Smith is a former senior editor for Associations Now. MORE

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