Shoppers will spend some $23.6 billion to celebrate Mother's Day this year, a record high, up 10% form last year and equivalent to $186.39 per person.
Marketers, of course, are following the money.
With campaigns ranging in tone from weepy (American Greetings) to weird (ew, Skittles), brands will likely spend around $2.5 billion on marketing Mother's Day, 5% more than last year, estimated Robert Passikoff, president and founder of Brand Keys, which researches customer loyalty and engagement.
"What was once a relatively small, contained holiday has come to cross all ethnic and religious boundaries," Passikoff said.
We've highlighted some of the strongest, oddest and most affecting Mother's Day spots this year:
eHarmony: Someone For You
Part of a larger campaign around single mothers returning to dating.
Possibly Skittles' weirdest effort yet.
Brawny: Once a Mother, Always a Giant
Brawny used Snapchat Spectacles to see moms through the eyes of their children -- literally.
American Greetings: Tattoo
A daughter gets a tattoo in remembrance of her deceased mother, underscoring the sadness of the holiday for some.
HP: Mother's Day
HP continues the effort it began last year of focusing on the emotional power of tangible, printed images.
Pampers: Mother's Day
Procter & Gamble Co.'s Pampers will wish moms a happy day on behalf of their newborns in an ad by Saatchi & Saatchi running on TV, online and social media from midnight to 5 a.m. on Sunday only. There's no better time to recognize that moms are up when "likely nobody else is," said Andrea Zahumensky, brand director of North America Baby Care.
Contributing: Jack Neff, Ann-Christine Diaz