Mother's Day (US) email calendar.
US Mother's Day falls on the second Sunday of May. Start three weeks ahead with a gift guide, send a delivery cutoff reminder about a week before, and include an easy way for readers to hear less about the day.
Key dates (US)
- 2026: Sunday 10 May
- 2027: Sunday 9 May
Last reviewed 12 October 2026. Dates are calculated from the rule for the day, so they stay correct each year.
Why it matters.
It is one of the biggest gifting moments of the year for many stores, and one of the most carefully watched for shipping. Customers will forgive an average subject line but not a gift that arrives late.
Because the UK celebrates on a different date, tag your list by country so that a UK subscriber does not receive a US schedule. That small piece of hygiene prevents a lot of confusion.
Send plan.
1. 25 days before
Confirm stock, cutoffs and the offer, and brief the gift guide.
2. 18 days before
Send the main gift guide to US subscribers.
3. 10 days before
Send a second email by recipient or price band to people who clicked.
4. 5 days before
Send the final delivery cutoff reminder with the date in the subject line.
5. 2 days before
Offer digital gift cards or a last minute option to people who have not purchased.
Before you send.
- Confirm the date for this year, since it is the second Sunday of May.
- Keep UK subscribers off this schedule, because their date is different.
- Print the last order date for each shipping method in every email.
- Add a link for readers who would rather skip the theme.
- Check that the hero product has enough stock for the final week.
Segments to use.
- Past gift buyers
- Customers who bought in the same window last year
- Subscribers who are parents and might buy for themselves
Subject line ideas.
- Order by Tuesday for Mother's Day delivery
- Gifts she will keep
- The last day to ship in time
- Prefer not to hear about Mother's Day? Click here
More in the sale and promotion subject line library.
Common mistakes.
- Not offering an opt out from the theme
- Mixing the US and UK dates for international subscribers
- Under promising stock and selling out of the hero product halfway through
This is a planning structure, not a promise of results. Your offer, stock, list and shipping options decide what is right, so test and adjust.
Want this planned and built for you? See our klaviyo email marketing service or book a free audit.
Find out what your list is actually worth.
We review your flows, list health, authentication records and last ninety days of performance, then send back what we found.
30 minutes, no obligation, and the findings are yours to keep either way.