In May, two occasions fall close together that are all about saying thank you: Mother's Day and Father's Day. Both are emotional occasions for gifts and outings, and because they are only a few days apart, they can be thought of together in one campaign. Those who know what is in demand on these days can put florists, hospitality and experience providers in position. This article is part of the series on audiences by occasion.
Why Mother's Day and Father's Day belong together
Mother's Day is a fixed revenue occasion in retail. The German Retail Association (HDE) expects gift spending of around 1.05 billion euros in retail for 2026, about 19 euros per person, and around 30 percent of people plan a gift at all. By far the most popular remains flowers, which nearly 60 percent of gift buyers intend to buy, followed by food, perfume and cosmetics, and decorative items.
One important point here: this HDE figure does not include spending on hospitality and vouchers. But Mother's Day is one of the strongest restaurant days of the year; brunch and the family meal are a fixed part of it for many. So the real revenue around the day is considerably higher than the pure gift figure. Father's Day, on Ascension Day, follows only a few days later and is traditionally a day for outings, where hospitality, drinks and shared activities take centre stage. For advertisers, this creates a connected window in May.
The key audiences in May
Flower and gift buyers. Flowers are the Mother's Day gift par excellence, joined by pralines, perfume, cosmetics and small tokens. Florists, confectioners, perfumeries and retail now meet a purchase-ready audience. Because the purchase is usually local and often last-minute, the regional approach is decisive.
The hospitality guests. Mother's Day brunch and the family meal make the day one of the most important in the gastronomy year. Restaurants, cafés and hotels should be visible early, because tables are reserved weeks in advance. For them the regional lever is central, because the guests come from the surrounding area. How precisely streaming can be targeted regionally is shown in the article on regional targeting in streaming TV.
The experience givers. Instead of goods, shared time is increasingly given: wellness, an outing, an experience voucher. Wellness businesses, leisure providers and experience services can use this shift and put the message on shared time rather than a product.
The Father's Day trippers. Father's Day is the day of tours, outings and gatherings outdoors. Hospitality, beverage retail, breweries, day-trip destinations and everything around grilling benefit from it. The approach here may be more relaxed and activity-oriented, a shared outing rather than a classic gift.
The last-minute givers. Both days fall close together in May, and many decide only shortly beforehand. This group is receptive to offers with quick availability and to the hint that the right thing is available just nearby. Those present in advance are remembered at the decisive moment.
How to play it with onescreen
Two things are decisive in May. First, regional targeting: whether a bouquet, a restaurant table or a day-trip destination, almost everything is decided locally, which is why running by postal code is the most important lever. Second, the shared time window: because Mother's Day and Father's Day are only a few days apart, you can run both occasions in one continuous campaign in May, instead of starting twice separately. With onescreen you target specifically by region, age, gender and interests and reach your audience on the big screen, non-skippable and with full attention.
One thing stays important: expectations. The purchase or reservation rarely happens directly in front of the TV, but in the store, in the restaurant or on the smartphone. Streaming advertising builds demand and puts you top of mind before it is decided where to celebrate and buy. Why relevant attention counts for more than sheer reach is explored in the article Attention Over Reach.
Conclusion
Mother's Day and Father's Day are the May days of appreciation, emotional, gift-friendly and strongly local. Mother's Day drives flowers, gifts and above all hospitality; Father's Day drives the outing and the shared gathering. Because both fall close together, a connected campaign is worthwhile. Target regionally, be present in good time before the days and meet people on the big screen when they are thinking about how to say thank you.
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FAQ
Who do I best reach on Mother's and Father's Day via streaming? On Mother's Day above all flower and gift buyers, hospitality guests and experience givers; on Father's Day the trippers and the customers of hospitality, beverage retail and leisure providers. Targeting is done specifically by age, interests and region.
How much do Germans spend on Mother's Day? According to the German Retail Association, around 1.05 billion euros for gifts in retail and about 19 euros per person for 2026. This does not include spending on hospitality and vouchers, which is why the actual revenue around the day is higher.
When should I start my campaign? In good time before the second weekend of May. Restaurant tables in particular are reserved weeks in advance, and because Father's Day follows only a few days after Mother's Day, one continuous May campaign covers both occasions.
Is streaming advertising worthwhile for local providers such as florists or restaurants? Yes, especially for them. Through targeting by postal code you reach the people in your catchment area, instead of scattering budget nationwide.