Moms are paying it forward for fellow moms by leaving Target gift cards in diaper boxes

During a recent visit to her local Target with her two-year-old son, DeNaesha Gonzalez spotted a sparkly purse, with its $20 price tag, on the shelf in the baby care aisle. She knew the purse had been placed there by a fellow mom who left it behind, sacrificing something she wanted for something her young child needed.

Gonzalez shared a TikTok video snippet of the scene, captioning the clip with the text: SHE DESERVED THE PURSE. 

@denaeshagonzalez To the Mother who chose themselves last, you deserve the world tonight and always.🤎 #motherhood #motherhoodunplugged #parenting #parentsoftiktok ♬ original sound – 𝙅𝙖𝙘𝙤𝙗🇵🇱

“To the Mother who chose themselves last, you deserve the world tonight and always.🤎” she added in the caption of the post, which quickly went viral, amassing more than 22 million views. 

But the most powerful were the 17,000 comments, many from fellow moms who understand what it’s like to leave the glittery purse behind, instead returning it for items deemed more essential.

“I haven’t had my hair done in years. my nails done in years. My clothes come from Walmart. We can’t afford childcare. but my babies have what they need. One day, I’ll have the purse, just not today.❤️” wrote one mom. Another said, “I wanted that blouse but she looks so cute in her bluey dress ❤️.” Yet another called it “a mother’s love on display.”

The 28-year-old told The Washington Post that the misplaced purse resonated with her on a personal level. “I’ve found myself several times wishing I could get something but couldn’t. I’ve gone through seasons of lack where we could only afford just the essential things,” she explained to the outlet of her unexpected viral moment.

Shortly after seeing Gonzalez’s post, TikTok influencer Cecily Bauchman was inspired to visit her local Target, where she placed a gift card with a note in a box of diapers in the hopes that the mom who buys the box can treat herself to something nice, too. She also called upon fellow creators to pay it forward at their own local stores, inspiring hundreds of creators to share their videos using the hashtag #shedeservedthepurse.

The sentiment is a poignant reminder that no one sees moms the way other moms do, and that a mom’s sacrifices are both big and small, but none should be forgotten or overlooked. Sadly, because some humans can’t let us have nice things, some TikTokers have reported seeing groups of teenagers searching through diaper boxes in an effort to find money or gift cards.

To combat this, some moms are directly handing gift cards to other moms they see in the store, hoping to bring joy to a fellow shopper in a more personal manner. Others are recommending donating gift cards, money, or baby care supplies to local organizations so that anyone struggling is able to access them as needed.

Paying it forward however you can is such a lovely way to let another mom know that you see her quiet sacrifices and strength. Every mom truly does deserve the purse—and honestly, so much more.