Most brands still approach Mother’s Day and Father’s Day as “traditional” peak moments: a campaign, a few emails, and a gradual ramp-up as the date approaches.
In reality, these two events behave as very specific CRM moments, driven by strong behavioural patterns:
high purchase intent, but fragile
a constant fear of choosing the wrong gift
and above all, a surge in last-minute purchases during the final week
A few key benchmarks before diving into the details:
The week leading up to the event (D-7) captures the majority of purchases → everything happens in the final stretch
The main customer challenge is not price, but choice → too many options, not enough certainty
The gift card is not a fallback product → it is a core lever within the customer journey
The most successful brands do not “push” their offers. They build a sequence that guides the customer through their decision:
Inspire (open up possibilities)
Reassure (reduce the fear of making the wrong choice)
Simplify (offer an obvious solution)
Convert (at the right moment, with the right lever)
And this is exactly where the gift card changes its role.
In this edition, I am sharing practical email sequences to help you structure your campaigns around Mother’s Day and Father’s Day, and fully leverage the gift card as a conversion driver at every stage of the journey.
Mother’s Day → emotion / projection Father’s Day → utility / efficiency
Mother’s Day Sequence
D-21 = Inspire (the gift card as an elegant alternative)
D-10 = Reassure (the gift card as a useful and emotional solution)
D-5 = Trigger (the gift card as a conversion driver)
D-2 = Simplify (the e-gift card as an instant solution)
D-1 = Convert (the e-gift card as the obvious choice)
D = Capture (the gift card as a last-minute solution)
Father’s Day Sequence
D-14 = Guide (the gift card as an alternative)
D-7 = Utility (the gift card as a useful and reliable solution)
D-3 = Transaction (the gift card as a transactional lever with added value)
D-1 = Trigger (the gift card as a simple, immediate solution)
Mother’s Day – A Highly Emotional Moment
Customers want to make someone happy, but they do not know what to choose… and they decide late.
57% of consumers say they plan to celebrate Mother’s Day
The average budget ranges between €50 and €100
68% of purchases are made in the week leading up to the event
The most effective brands do not “push” the gift card at the last minute. They gradually make it legitimate… until it becomes the most obvious solution for the customer.
Here is a sequence inspired by best practices observed:
Mother’s Day – Email 1 (D-21)
Objective: inspire without pressure Role of the gift card: an elegant alternative
At this stage, the gift card should not be pushed in a direct or sales-driven way. The customer is still in a projection phase: they want to do something thoughtful, they are open to ideas, but they do not feel any urgency yet.
The email should therefore focus primarily on inspiration:
curated selections by profiles or interests
an emotional approach
gift ideas that help the customer visualise the perfect choice
Example content blocks:
“For mums who love taking care of themselves”
“For creative mums”
“For mums we never see enough”
The gift card appears at the end of the email, as a smart fallback option for undecided customers.
Key message: “Not sure what to choose? Give her the freedom to pick what she will truly love.”
Why it works: The gift card is not positioned as a default option, but as a reassuring and thoughtful solution.
Primary CTA: Discover the selection Secondary CTA: Buy a gift card
Mother’s Day – Email 2 (D-10)
Objective: reduce the fear of making the wrong choice Role of the gift card: a risk-free solution
At this stage, many customers intend to buy… but delay their decision because they are not confident they are making the right choice.
This is where the gift card becomes more central.
The email can start by addressing common friction points:
“Want to make sure she loves your gift?”
“Torn between several ideas?”
“Not always easy to choose for someone else…”
You can then showcase a few best-sellers or safe gift options, before elevating the gift card within the message hierarchy.
Key message: “The gift that always works.” or “The easiest way to get it right.”
Why it works: You are not selling an amount or a format, you are selling the removal of risk.
Recommended content:
a hero section focused on “fail-safe gifting”
2 to 4 best-selling gift ideas
a more prominent gift card section than in the first email
Primary CTA: Buy a gift card Secondary CTA: View best-sellers
Mother’s Day – Email 3 (D-5)
Objective: trigger the purchase Role of the gift card: a conversion driver
We are now entering the critical window. Data shows that the majority of purchases happen in the final week. This is the right moment to shift the gift card from a reassuring option to a fully assumed purchase solution.
At this stage, the email should be more direct and focused entirely on the gift card offering.
It is also the right time to introduce an incentive if the brand wants to accelerate conversion:
€10 offered with the purchase of a gift card
bonus credit for a future purchase
Key message: “Still haven’t found the right gift? We have the simplest solution.” or “Give in just a few clicks, and be sure to make her happy.”
Why it works: At D-5, simplicity becomes more powerful than originality.
Recommended content:
up to 3 key benefits:
instant delivery
flexible usage
no risk of getting it wrong
optional bonus or incentive block
optionally, a product selection below the gift card section
Primary CTA: Buy a gift card now
Mother’s Day – Email 4 (D-2)
Objective: turn urgency into relief Role of the gift card: the most obvious solution
At D-2, the customer no longer wants to think. They want a clear, fast, frictionless solution. The email should therefore be much more streamlined and execution-focused.
The tone can be empathetic, almost reassuring:
“You still have time”
“No need to panic”
“Yes, you can still get it right”
The hero section should be 100% focused on the gift card, especially its digital version.
Key message: “Gift it in 2 minutes, even at the last minute.”
Why it works: You are no longer trying to convince rationally. You are removing mental load.
Recommended content:
a single, focused hero section
a very simple demonstration:
choose an amount
receive the card
send it instantly
minimal product content
Primary CTA: Gift now
Mother’s Day – Email 5 (D-1)
Objective: convert without distraction Role of the gift card: the obvious choice
This email should be minimalist. No editorial journey, no long explanations. The only goal is to capture those who still have not purchased anything.
The subject line, hero, and CTA should all point in the same direction: the digital gift card.
Key message: “Tomorrow is Mother’s Day.” followed by “The simplest solution is also the one that works best.”
Why it works: At this stage, repetition is not an issue. It reassures and reinforces the decision.
Recommended content:
a gift card-focused hero
a reminder of 2 to 3 key benefits
a strong, immediate CTA
no secondary content that could distract
Primary CTA: Buy a gift card
Optionally, a final email can be sent on D-Day for ultra last-minute shoppers.
Father’s Day – A More Subtle Peak Moment
Participation is lower than for Mother’s Day (67% vs 88%), but when a purchase is made, the budget is similar (around €76).
In other words:
fewer buyers
but the same value per buyer
And above all:
more functional gifts (apparel, hobbies, tech…)
a more rational decision-making process
and an even stronger last-minute dynamic
This makes it an ideal context for the gift card. Not as an emotional solution, but as an efficient and pragmatic one.
Because for Father’s Day, the main concern is not disappointing emotionally, it is giving something useless.
The email sequence should therefore be clearer and more efficiency-driven than for Mother’s Day.
Email Sequence – Father’s Day
D-14 — Guidance (vs inspiration for Mother’s Day)
Key shift: not about dreaming, but helping to choose
Entry point through use cases (sports, tech, style)
Less storytelling
End with a gift card section: “You are not exactly sure what he wants? He does.”
→ A logical alternative, not an emotional one
Primary CTA: Explore ideas Secondary CTA: Buy a gift card
D-7 — Utility (vs emotional reassurance)
Key shift: focus on usage, not intention
Emphasis on “what he will actually use”
Less about “making him happy”, more about “not getting it wrong”
Gift card angle: “The gift he will actually use.”
→ A useful solution, not a symbolic one
Primary CTA: Buy a gift card
D-3 — Transaction (vs conviction)
Key shift: promotion becomes central
Add an incentive (e.g. €10 bonus)
Very concrete messaging
Gift card angle: “Simple, effective… and with a bonus.”
→ A purchase driver, not just a solution
Primary CTA: Claim the offer
D-1 — Direct (vs empathetic)
Key shift: no detours
Subject line example: “Still missing a gift?”
Short, direct message
Gift card angle: “We have the solution.”
→ An immediate answer
Primary CTA: Buy now
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