Moms across the country are placing cash and gift cards in diaper boxes and here’s why

There’s a trend called “she deserved the purse,” where baby items, mostly diaper boxes, are left with cash or gift cards for moms in need.

Mothers nationwide have been anonymously placing these gifts in stores like Target and Walmart, a trend that started after Denaesha Gonzalez noticed a misplaced purse.

While shopping with her 2-year-old at a Target in Nashville, Denaesha saw a $20 silver clutch left in the baby aisle.

To her, it symbolized a mom who gave up something she wanted to provide for her child.

“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,” Denaesha told The Washington Post.

Hoping to reach other mothers, she posted a 17-second video with the message “SHE DESERVED THE PURSE,” set to the sound of a woman exhaling.

The video quickly went viral, gathering over 20 million views. In turn, it has sparked a wave of generosity, inspiring people to hide cash in diaper boxes and formula containers, offering struggling moms a chance to buy something for themselves.

In response to Gonzalez’s video, a mother shared her struggles, saying she hasn’t had her hair or nails done in years and buys her clothes from Walmart.

Despite being unable to afford childcare, she ensures her babies have what they need, hoping to get the purse one day.

Meanwhile, the hashtag #shedeservedthepurse challenge gained popularity after mom influencer Cecily Bauchman shared how Gonzalez’s video inspired her to help others.

With her 2 million followers, Cecily posted a vlog showing her buying a $100 Target gift card for moms in need.

She wrote a heartfelt note on the back of the receipt, saying, “Hey! You deserve that special ‘you’ thing. You are amazing!”

Cecily then placed the gift card and note inside a package of Huggies diapers, spreading kindness in her community.

The comments section was filled with responses from mothers who expressed a common feeling: they often put their children’s needs before their own.

One mother shared that the video made her tear up as a mom who frequently puts items back to buy things for her babies.

Another mother added that she was once a struggling mom of four but is now in a better position to pay it forward and plans to do so on her day off.

Nearly 150 TikTok videos highlight moms, many in tears, as they share their experiences from their cars. In these touching clips, they discuss their journeys and show themselves going into stores to “pay it forward.”

Katie Beach, a stay-at-home mother with a 2-year-old son and a 2-month-old daughter, told The Post how the videos resonated with her.

Inspired by what she saw, she shared the clips with her group chat of fellow mom content creators, urging them to give back.

She then went to a Target in Gaithersburg, Md., where she bought four $50 gift cards. After that, she borrowed the tape from the customer service desk and attached the gift cards, receipt, and a note to several formula containers.

For Katie, this trend shows how social media can create a supportive community for moms.

“Social media was always an aspirational place where people weren’t really showing the truth,” Katie said. “I think recently, as we all start to show more of the truth, it makes motherhood feel so much less alone.”

She believes this content has created solidarity among mothers with young children and validates their feelings.

Katie also plans to purchase more gift cards and visit Walmart later this week.

Meanwhile, some mothers are also actively giving gift cards to moms in stores.

Danielle Stanley, a 27-year-old mom of two, aimed to find “the right person” for her act of kindness.

On a Monday morning, after dropping off her 5-year-old son at school, she noticed a mother struggling in a Walmart parking lot, managing a car seat in one arm while holding a newborn and a baby bag in the other.

Remembering her challenges during the newborn phase, Danielle wanted to bring joy to the stranger.

After buying a $100 gift card, she located the mother in the baby aisle and saw her putting back items she wanted for herself.

Danielle explained her intentions and handed her the gift card. The surprised mom exclaimed, “Seriously? Seriously?” in disbelief. “Thank you for being an amazing mom,” Stanley replied, and they shared a warm hug.

“I know that it made her Monday so much better,” Danielle told The Post, hoping this trend encourages mothers to keep giving. For those receiving, she wishes it provides the light and love needed to find the strength to carry on.

Here’s Denaesha’s viral video that sparked the #shedeservedthepurse challenge, where moms leave cash or gift cards for other moms in need:

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