May 10 is fixed. It does not move to the nearest Sunday, and that single fact shapes the whole campaign: the buying compresses into the days immediately before, whatever day of the week that is.

The date does not move

A Mothers Day falling on a Wednesday still concentrates the spending on the Monday and Tuesday. Delivery windows have to account for a midweek peak, and a campaign built on a weekend assumption will arrive at the wrong moment.

It is one of the biggest spending days of the year

In Mexico the day carries far more commercial weight than in many other markets. Restaurants, flowers, gifts, jewellery, appliances and phones all peak, and the audience is buying for somebody else rather than for themselves.

The buyer is not the recipient

Everything about the video changes when the person watching is choosing a gift. They need to know it will arrive in time, that it can be wrapped, that it can be exchanged, and that it will not embarrass them. Show those, not the product's features.

Avoid the single idea of a mother

Mexican families are varied, and the version of motherhood shown in most advertising excludes most of the audience. Casting several creators across ages and family situations is not a diversity gesture here, it is a straightforward commercial improvement.

Start two weeks out

The searching starts around the end of April and the buying peaks in the last three days. Content published on May 9 arrives after the decision, and content published on May 10 arrives after the sale.

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Frequently asked questions

Does the date move?

No, it is always May 10.

Who is the audience?

The gift buyer, not the recipient.

What do they need to know?

Arrival date, wrapping and exchanges.

When should content start?

Around two weeks before.