Mother’s Day Marketing Is Optional This Year

Opt-Out Marketing

Many US companies are initiating “opt-out” marketing this Mother’s Day, allowing customers to opt-out of all marketing emails related to Mother’s Day ahead of time.

Mother’s Day is a beautiful holiday and a chance to celebrate a deeply meaningful maternal bond. But for some, Mother’s Day can also be a painful reminder of lost or estranged mothers and children, or struggles with infertility.

So far, Levi’s (LEVI), DoorDash (DASH), Kay Jewelers (SIG), Etsy (ETSY) and Canva have all joined the movement to let customers opt-out of Mother’s Day promos.

Emotional Needs

Seasonal holidays traditionally offer a profitable excuse for companies to reach out to consumers and win some quick business.

For example, Etsy might view the weeks leading up to Mother’s Day as the perfect time to send an email blast highlighting unique homemade gifts for mothers. This might reach consumers who have yet to purchase a gift for the holiday, and encourage them to do so through its marketplace.

With this latest announcement, many companies are proclaiming they value their customers’ emotional needs.

Targeted Outreach

If this marketing decision is well-received, it could set a global precedent for companies to show more respect for customers’ marketing preferences.

It appears to be off to a strong start already. More than 80,000 DoorDash users have opted out of the company’s Mother’s Day marketing emails. And Canva reports overwhelmingly positive user feedback regarding the option.

This surprising strategy might seem like backward logic. But the average American is exposed to some 10,000 ads a day. So showing fewer ads — and a little empathy — might be the best way for companies to stand out.

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