Mother's Day in Spain falls on the first Sunday of May, not on the international date many marketing templates use. Father's Day is the nineteenth of March, Saint Joseph's day. Getting the date wrong is the most expensive and most frequent mistake in these two campaigns.

Two dates, two buyers

In May the buyers are mostly adult children and parents with small children who help choose. In March the pattern changes and the basket is usually smaller. Treating both campaigns with the same material wastes whichever one works better in your category.

The buyer wants reassurance

Nobody wants to get a family gift wrong. The content that converts is not the most emotional, it is the kind that lowers risk: how it arrives, whether it can be exchanged, whether the size is right, whether it suits someone who already has everything. Emotion opens the video, information closes the sale.

Avoid the cliché that irritates

Portraying a mother who only cleans or a father who only fixes things ages badly and draws negative comments. Brands that work in Spain show varied families and ordinary situations, without a speech. It is less risky and performs better.

The window and the shipping

Buying happens in the ten days before, heavily concentrated in the last three. As in every gift campaign, stating the order deadline is useful content, and offering a digital alternative for latecomers recovers sales that would otherwise be lost.

Produce in February and March

March content is commissioned in January, May content in March. Since the two campaigns run close together, film them in the same job with the same creator: you negotiate better, it costs less, and the brand gains consistency across both.

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Frequently asked questions

Which day is it in Spain?

First Sunday of May and the nineteenth of March.

What does the buyer want?

To lower the risk of getting it wrong.

How do I avoid the cliché?

Varied families and ordinary situations.

Can both be filmed together?

Yes, one job costs less.