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Expert answer · 2 min read

How do I handle international Mother's Day dates for my global Shopify store?

Mother's Day falls on different dates in different countries, creating both an opportunity and a complexity for Shopify merchants with international audiences. If you market exclusively around the US date (second Sunday in May) while a significant portion of your audience celebrates on a different date, you are either missing those customers entirely or confusing them with promotions that arrive at the wrong time.
Muhammed Tüfekyapan

Muhammed Tüfekyapan

Founder & CEO, Growth Suite ·

The short answer

The most significant international Mother's Day dates are: UK and Ireland (fourth Sunday of Lent, typically March), France (last Sunday of May), Germany (second Sunday of May, same as US), and Australia (second Sunday of May). Segment your email list and paid audiences by country and deliver country-specific campaign timing. A UK-targeted promotion in March and a US-targeted promotion in May, sent to correctly segmented lists, doubles your total Mother's Day revenue opportunity without any product change.

In depth

Managing International Mother's Day Dates for Shopify

Mother's Day is a global commercial event but not a globally synchronized one. For stores with international audiences, this creates a multi-wave revenue opportunity that most merchants miss by focusing exclusively on the US date.

Major International Mother's Day Dates

CountryDate (2026)Campaign Launch
UK and IrelandMarch 22 (Mothering Sunday)March 1
US, Canada, AustraliaMay 10April 19
FranceMay 31 (last Sunday of May)May 10
GermanyMay 10April 19

Segmentation Requirements

  • Email list segmentation: use subscriber location data to deliver country-specific campaign emails at the right time
  • Paid ad geo-targeting: create separate ad sets for UK audiences in March and US/Australian audiences in May
  • Shipping deadline calculation: adjust cutoff dates by destination country using carrier international transit times

Growth Suite: Advanced Behavioral Targeting

Advanced Behavioral Targeting can segment on-site offers by visitor location, presenting UK customers with Mothering Sunday promotions in March while US and Australian visitors see the May campaign. This eliminates the need for separate landing pages per country while delivering relevant, timely offers to each audience.

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