It probably won't come as much of a surprise that the top Google search regarding Mother's Day is "when is mother's day." For the record: it's the second Sunday in May, which in 2017 happens to be this Sunday, May 14th (you're welcome—go buy your mother a card). No doubt the shifting date of the holiday contributes to much of the forgetfulness, along with the fact that it is an occasion more likely to be celebrated with a card, flowers, and a phone call rather than a trip home. This doesn't mean, however, that brands should sit out the holiday: in 2016, the NRF estimated that U.S. consumers would spend $21.4-billion on Mother's Day. So how should brands engage with shoppers around a holiday that shoppers want to spend money on but can't seem to remember when it is?