Commentary
“Have you picked out a gift yet?”
“Mom’s tastebuds will love these gifts.”
“Give her the perfect treat for her perfect day.”
It’s how you know that Mother’s Day is around the corner: Your inbox fills up with messages from florists, jewelers, food purveyors, and others hoping to separate you from your money by appealing to your feelings about the woman who brought you into the world.
This year, though, a number of online marketers have sent out a different message. “An option to skip Mother’s Day emails,” reads a message from YogaWorks, the live-streaming yoga studio. “[W]e understand this day can create sensitivities,” the email continues. A message from Open Table, the restaurant-reservations service, declares, “Mother’s Day can be a difficult holiday, so we’re giving you the option to skip email communications this year.” Other brands have followed suit: Levi’s, DoorDash, Kay Jewelers, Etsy….