The trend started with the brands Target and Coach taking shots at the industry through social media. On April 27, Coach, Inc. took to Twitter with a tweet that said, “Forget flowers. Give Mom a bag you’ll want to steal,” followed by the hashtag #ForgetFlowers. Coach followed that tweet with another, a day later, saying simply, “Mother’s Day is May 14. Don’t get her flowers.” The second post was accompanied by an image of a red handbag, ironically opting not to use one of many floral pattern designs they’ve produced over the years.