Mitre 10 showed it's not just targeting DIY-loving blokes by holding a competition to win an electric throw blanket, a gift voucher or a Nutribullet to give mum on Mother's Day.
The Warehouse held a Mother of the Year competition and awarded it to Palmerston North's Tracy Hawe, who has raised three children, two step children and five foster children. Hawe was given a $4000 travel voucher and $1000 in spending money by the company.
Following on from its campaign that helped teenage boys say I love you to their mums, Paper Plus ran a competition to have a book personally inscribed with a message for mum.
Lush had staff pay tribute to their mums in a blog post.
Countdown shared an easy breakfast-in-bed recipe with its Facebook followers for Mother's Day.
Spark invited people to share what they love about their mum.
Uber celebrated the day by sharing a video about three mums who drive for the company. #UberMums was sent to all of Ubers New Zealand passengers to tell them the story of how the mums make Uber work for them.
But the celebratory day wasn't without controversy, either. My Food Bag copped criticism on Twitter for sending out a voucher to subscribers that said 'This voucher entitles Mum to a night off cooking'.
At first, My Food Bag responded to complaints by saying, "We are so sorry that you feel that our Mother's day promotion of offering Mum a night off of cooking is inappropriate." Later, it went onto say, "We don't want to imply that it is Mum's job to do the cooking, we encourage the entire family to get into the kitchen!" and agreed a Father's Day promotion of a similar theme would be a good idea.
Farmers also hit a sore spot with customers when it sent out an eDM saying 'Your Mum sent us her wish list".