It works well but you have tio start promoting it 3-4 weeks before Mothers day....do the same for Fathers day...
We have used different themes "Give Mom a gift that last forever and is ageless"
. "Mothers day would be a great time. Have you framed Mom Lately?"
. " It's Mothers day! Give her a picture that reminds her you love her everyday."
Various framed pictures in the ads. Make sure you mention in the ad. Come in eary since it takes "what ever your lead time is" to custom frame that special picture. Radio and print ads combination to be most effective. Then radio alone