Interestingly, after the full adoption of Mother's Day by the US government under Woodrow Wilson, the holiday began to become more commercialized. Already by 1920, the holiday began to be associated with buying a box of chocolates, cards, and flowers for one's mother. This commercialization became denounced none other than Anna Jarvis. The only symbols she wanted were the white carnations, but marketers had other ideas. People began to see it as a day to treat their mothers, to take her away from housework, and also spoil mothers. This meant buying all sorts of products and going to a meal some place for Mother's Day. Advertisers encouraged this offering special deals and other benefits. The floral industry, which Anna had seen as her allies initially soon came into conflict with Anna, who decried their commercial tendencies to increase flower sales on Mother's Day. Anna had such a falling out that she wanted the holiday rescinded as an official day, as she saw that it had become nothing more than a commercial venture. In 1948, the year Anna had died, she had spent much of her remaining money on legal fees fighting what she considered was the abuse of the meaning of Mother's Day.<ref>For more on Anna Jarvis' later attempts against the commercialization of the holiday, see: Antolini 2017</ref>
While Anna ultimately lost her battle against Mother's Day commercialism, where in fact it is one of the biggest days for spending outside of Christmas, Mother's Day also became symbolically important for other causes. Mother's Day, still one of the few holidays celebrating women, has become, at least in the United States, associated with feminist and minority causes.
Protests for greater childcare benefits and paid time off for mothers to nurture their young children have become popular causes that now use Mother's Day as an annual day for awareness.