How to Make the Most of Mother’s Day, Plus Other Big Dates for May

12 What’s the toughest job in the world? The correct answer is being a mom. Many men would argue it’s selecting a good Mother’s Day gift. This year, help them out: Edit tightly and offer what can be perceived as a deeply thoughtful gift. Consider hosting a men’s-only shopping night a week or two before Mother’s Day. But don’t forget the non-traditional gifters — kids to moms, moms to their adult daughters who are moms, and grandchildren and/or parents to grandmothers — either.

1 National Loyalty Day is a great opportunity to reward your best customers with an exclusive event. “Adding exclusivity makes the consumer feel like a VIP,” says store consultant Megan Crabtree.

5-11 National Pet Week leads the run-in to Mother’s Day. Team up with a local pet business to run a co-promotion (matching jewelry for Mom and Moxie!).

11 It feels like it’s never been harder to find a babysitter, with stories of desperate parents even poaching from each other. On National Babysitter’s Day, give your customers a chance to show their appreciation — and maybe buy some loyalty — with a selection of charms or other fun, summer jewelry.