A plethora of retailers and restaurants are teaming up with on-demand apps this Mother’s Day, leveraging mobile partnerships in hopes of driving in-store traffic — and capturing a portion of the forecast $21.4 billion in holiday spending.

Uber has yet to announce its full list of regional partners — last year, NYC promotions included a discount on flowers from The Bouqs and UberRUSH deliveries from GLOSSYBOX — but the on-demand pioneer has signed up a number of restaurants and retailers across the country.

In Atlanta, Uber is encouraging users to “ride to win” brunch for themselves and their mothers. Until May 5, riders who enter the promo code EATERBRUNCH have a chance to win one of four free brunch experiences for two, as well as UberBLACK rides to and from the restaurant. Participating partner restaurants include Seed Kitchen & Bar, Milton’s Cuisine & Cocktails, Park Café, and Peach & the Porkchop. Details on related promotions and offers in other cities are expected to emerge later this week.

For its part, Via is offering $3.95 flat-rate rides all week. Additionally, and email sent to Via users put the spotlight on local NYC destinations designed to appeal to moms: For the “artsy” mom, Via suggests a trip to view contemporary art at the Jonathan LeVine Gallery. For the mom craving TLC, users can take a Via to partner establishment Savor Spa in the West Village.

The Local Angle

Partnerships of this sort are a clear win for both on-demand services and brick-and-mortar businesses. Uber and its ilk attract additional business from users hoping to score a prize or discount, and foot traffic is driven — literally — to the participating restaurants and stores.

But while these benefits seem self-evident, one of the biggest advantages for businesses is actually the discoverability aspect. Not every Uber rider will win brunch, nor will every “Via-ista” visit Savor Spa on Mother’s Day. But exposing real-world businesses to the vast online community offered by these apps — especially with the local tie-in — can boost business in the future as well. As new users are exposed to the establishment and see it as a partner of a service they routinely rely on, future business is organically generated.

As Jocelyn Gaillot, CEO and founder of Tuckernuck pioneer in the online-to-offline “clicks to bricks” space said last fall, “in order to be a successful retailer these days, you need to have a strong omni-presence. As businesses are discovering, partnerships with high-profile apps are an important part of that.