Mother’s Day marketing emails are one of the hardest parts of this season for me.

“Buy flowers for your mother.” “If she were here, she’d love this.” “Don’t forget mom this Mother’s Day.”

Well… if I could, I would.

And I know I’m not the only person carrying grief while opening their inbox this time of year.

So shout out to the brands that thoughtfully give people the option to opt out of Mother’s Day emails ahead of time. That level of care matters more than you know.

The others? Please do better.

Not everyone experiences this holiday the same way. Some people are grieving mothers, children, pregnancies, relationships, or the idea of what they hoped this day would be.

A little compassion goes a long way.