By Azwidohwi Mamphiswana
While millions across South Africa celebrated Mother’s Day with hugs, small businesses were hard at work pushing out orders that turned sentiment into serious revenue.
From social media campaigns to township deliveries, they did not just jump on the Mother’s Day bandwagon—they drove it.
Behind every bouquet and beauty box was a small team, sometimes just one exhausted founder, navigating stock, strategy and the sheer chaos of the day that celebrates mothers.
Busisiwe Mtembu, who lives in Durban and owns online store Sacred, had never held a Mother’s Day sale before until this year.
“I planned stock a month in advance. Hair and jewellery were our top sellers, so we put them at the centre of our campaign,” she said.
But even with the planning, demand skyrocketed.
“At some point, I had to pull an all-nighter just to make sure orders were packed and dropped off with couriers in time.”
Mtembu used TikTok ads to attract new buyers, but it was WhatsApp that kept her loyal base engaged.
The day’s specials were not exclusive to moms—it was designed to reach all women, with discounts on bestsellers tailored for different budgets.
“We needed it to feel like a celebration for every woman,” she said.
In Thohoyandou, Gracious Beauty Bar did not just sell services, it pampered mothers to capitalise on the sentiment. The salon ran a successful Mother’s Day special on massages and self-care treatments.
“We offered relaxing massages, facials and beauty packages, with some customers adding personalised messages in Tshivenda to be shared during the session,” said co-owner, Linde Madavha.
“One woman cried. We didn’t just sell beauty services — we made emotional connections.”
The pressure to deliver on time fell on South Africa’s often overlooked micro-logistics sector. Informal delivery networks, e-hailing drivers and fast-scaling courier start-ups took on the challenge.
In Gauteng, informal logistics owner Lutendo Ratshiedani described a high-stakes Sunday.
“I had to drive to Venda, one client gifted his mother a car. She thought it was a prank when we showed up after church with keys in hand,” he said.
“Although we made money, we were part of the beautiful moment.”
In townships, Bolt drivers became instant couriers. With traditional services overwhelmed, small operators used live locations to get flowers and gifts delivered on time.
“You don’t need a warehouse. Just Wi-Fi, wheels and willpower,” said Itumeleng Liphosa, a bolt driver from Tshwane.
Marketing expert Lebogang Mahlangu said emotional intelligence made the campaigns a success.
“SMMEs are winning because they make it personal. Their customers feel seen by name, by culture, by pocket. That’s powerful,” she explained.
“Big corporates have budgets, but these small brands have the story.”
Mtembu is already thinking ahead.
“Holidays like this grow our customer base. It has set the bars for future sales as it has increased our sales,” she said.
