Mother’s Day is Sunday, May 14th. This means you’ve got a limited window of opportunity to connect with your customers with Mother’s Day sale offers and promotions. Of course, practically every other business on the planet is doing the same thing at this time, so you’ll need to be smart.

Compelling Mother’s Day offers don’t have to be price driven: strong, emotional calls to action are often as effective as discounts. No matter what type of product or service you offer, your choice of marketing message and channel should reflect the preferences of the customer you’re really trying to reach: the person shopping for a great gift for Mom.

Gen Z shoppers are between the ages of 13-18. Messaging to reach Gen Z doesn’t have to be copy heavy. Look for imagery and video highlighting the sunny side of the sometimes emotionally tumultuous teenage years: calls to action can be extremely simple and direct. “Make Mom 😍!” Keep the price point of featured items relatively low but don’t underestimate the depths of Gen Z’s pockets: collectively, these youngsters command $44 billion in purchasing power. In terms of messaging channels, Snapchat, Tumblr, and YouTube dominate.

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Millennials include everyone born between the mid-1980s and the year 2000. This means the Millennial generation includes those as young as 19 right up to people in their thirties. Half of all older Millennials have children of their own, which can definitely alter their perception of holidays like Mother’s Day. Messaging that reflects this deeper, more profound understanding of motherhood resonates very well with Millennial parents. Millennials are also very value-conscious: pricing matters to this generation. Instagram, Pinterest, and Facebook are good platforms to reach Millennials. They’re also very responsive to targeted email advertising and text message campaigns.

Gen X shoppers are the children of the Baby Boomers. Born between the mid-1960’s and mid-80’s, Gen Xers range in age from their thirties to approaching fifty. This generation values work-life balance, and has reached a stage in life where they feel they can confidently address everything that’s important to them. Older Gen Xers may be confronting the idea that their parents will someday need care. Gen X is a very active, on the go generation: Mother’s Day messaging should be short, to the point, and center on an immediate call to action. Use email, Facebook, Pinterest and Instagram to connect. You’ll also want to be sure that your website features Mother’s Day content prominently throughout.

Baby Boomers range from 50 to 70 years old. The Pew Research Center for Internet, Science & Tech found that nearly 3/4ths of this generation use social media regularly, primarily Facebook. Baby Boomers are the generation most likely to buy Mother’s Day gifts for two different groups: their own mothers and their children or grandchildren who are mothers. Baby Boomers value rich content, including lengthier text pieces with gift recommendations and emotionally uplifting vehicles. While Boomers are increasingly comfortable shopping online, they still prefer to do their shopping in person. Make digital coupons available via your website, social media, and in email to appeal to Baby Boomers.