In Malaysia, Mother's Day falls on the second Sunday of May. In 2027, that's Sunday 9 May.
It often gets squeezed between other festive seasons and school holidays, so plenty of brands treat it as an afterthought. That's exactly why it's worth planning properly. Here's when to start, what to run, which products do well, and which creators to book.
Why Mother's Day matters for brands
Almost everyone has a mother figure to celebrate, whether that's their own mum, a wife, a grandmother or an aunt who raised them. That makes Mother's Day one of the broadest gifting moments of the year, and it isn't tied to any one community or religion.
The buyers are just as varied:
- Young working adults treating their mums, often to a meal or a short staycation, and often at the last minute.
- New dads buying for their wives, who are usually short on sleep and time.
- Children with a small budget and a big wish to make mum happy.
- Grown-up children buying for elderly mothers, where health, comfort and time together matter most.
Each group shops differently and scrolls on different platforms, so one generic ad rarely reaches them all. Creators let you speak to each group in its own voice.
Your planning timeline
Mother's Day is a short, sharp peak. If your content goes live in May, you've already missed most of the people who plan ahead.
| When | What to do |
|---|---|
| By late March 2027 | Finalise your brief: offer, gift bundles, key message, budget and platforms |
| Early April | Book creators, ship products, agree content dates |
| From about 25 April | Content goes live: gift guides, tributes, unboxings, contest launches |
| 2 to 8 May | Peak week: reminders, last-minute gift ideas, live selling, delivery cut-off posts |
| Sunday 9 May | Mother's Day: tribute content, dining and experience posts, thank-you messages |
Running a full festive calendar? Our festive influencer marketing playbook covers how to plan around the other big dates too.
Campaign ideas that work
1. Tribute and storytelling content
Ask creators to share a real story about their mother or the mother figure in their life, with your product as a natural part of it rather than the star. A restaurant could feature a creator taking their mum out for the first meal in years. A supplement brand could show a creator looking after an ageing parent. Honest, specific stories travel far further than polished ads.
2. Gift guides
"Five gifts for a mum who has everything" or "Mother's Day gifts under RM100" are simple formats that people actively search for. Group a few non-competing brands into one guide and it feels more genuine, while sharing the cost.
3. UGC contests
Invite customers to post a photo or short video with their mum, using a campaign hashtag, for a chance to win a gift. You get a library of authentic content you can reuse in ads. Read how to run a UGC campaign that actually drives sales before you set the rules.
4. Mother-and-child creator pairs
Book creators who can appear with their own mum or their own children. Seeing two generations try a product together, or a child surprising their mother, makes the message feel personal straight away.
5. Live selling with gift bundles
Put together limited Mother's Day bundles with gift wrapping and a card, then sell them in a live stream during peak week. Countdown offers and "order by" delivery dates give viewers a reason to buy now.
6. Experiences, not just things
For many mums, especially older ones, time together means more than another thing to unwrap. Spa days, family dining, staycations and workshops all photograph well and suit creator content.
Product categories that do well
Mother's Day gifting goes well beyond flowers and chocolates. These categories are a strong fit for creator campaigns:
- Beauty and skincare. Self-care sets, especially for busy new mums. Demos and before-and-after content work well.
- Jewellery. Personal and lasting, with plenty of room for emotional storytelling.
- Fashion. Matching outfits for mum and child, or a treat she wouldn't buy for herself.
- Health and wellness. Supplements, massagers, compression wear and mobility aids for older mothers. These need explaining, so longer video and trusted voices help.
- Home and kitchen appliances. Robot vacuums, air fryers and cooking machines that give a busy mum time back.
- F&B and dining. Mother's Day brunches, set menus and delivery bundles. Visual by nature and easy to book from a post.
- Flowers and gifts. The classic, so stand out with personalisation, same-day delivery or a story behind the bouquet.
- Travel and experiences. Staycations, day trips and spa packages that turn the gift into time together.
Which creators to book
- Parenting and family creators. The most natural fit, with audiences of mums and dads who are buying.
- Lifestyle creators. Good for gift guides, home products, dining and travel.
- Beauty creators. Ideal for skincare, makeup and self-care gift sets.
- Food creators. Perfect for restaurants, cafés, bakeries and delivery bundles.
One important note: in SushiVid's database of 41,000+ creator profiles, parenting creators make up only about 4% of categorised creators, so brands should book them early (see our State of Influencer Marketing in Malaysia 2026 report). If the parenting creators you want are already booked, lifestyle creators with family content are a good alternative.
Not sure how to mix big names with smaller voices? Read KOL vs KOC vs celebrity: which does your brand need? and how to make the best KOL marketing campaign you will ever have.
Budget guide
Creator fees in Malaysia start from about RM340 per round of content for nano creators and go up to about RM5,400 for creators with 150K to 300K followers. See our influencer marketing cost guide for the full breakdown.
For a short seasonal campaign, many small creators often beat one big name: you get more voices, more variety and more chances for a post to break out.
Handle the day with care
Mother's Day isn't a happy day for everyone. For people who have lost their mother, are estranged from family, or are going through infertility or pregnancy loss, a flood of Mother's Day messages can hurt.
A few simple steps go a long way:
- Offer an email opt-out. Send a short note in April letting subscribers choose to skip Mother's Day emails.
- Keep messaging inclusive. Celebrate mother figures broadly: grandmothers, aunts, stepmums, carers and friends who have been there.
- Brief creators on tone. Ask them to avoid guilt-based lines like "don't let your mum down" and to keep comments sections kind.
- Leave room for remembrance. A gentle tribute to mums who are no longer with us can be more meaningful than another sales post.
Ready to plan Mother's Day 2027?
Tell us your product, budget and target buyer, and we'll suggest a creator line-up and timeline that has you live by late April. WhatsApp us and we'll reply within one business day.
