Moms all over the country are buying gift cards and stuffing them into baby items — or taping them to products — at Target and other stores.

This all started when a Nashville Mom, Denaesha Gonzalez, was with her two-year-old and saw a sparkly silver clutch sitting sadly beside a stack of diapers in the baby section.

She instantly knew what that meant. A Mom had sacrificed something she wanted to buy so she could buy necessities for her baby.

She posted a 17-second video with the text: “SHE DESERVED THE PURSE’ with the sound of a woman exhaling, in the hopes that maybe it would resonate with other mothers. Her video has since gone viral with more than 20 million views.

“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,” Gonzalez told The Washington Post in a Zoom interview.

After watching the video, one Mom commented:

 “As a mom who puts stuff back all the time to get stuff for my babies … this made me tear up,” one comment read. “I was a struggling mom of 4. I’m in a better position to pay it forward now. Doing this Thursday on my day off!”

The empathy and solidarity have been wonderful to see.