What should I do when people I know bring up Mother's Day?

I know this sounds really really selfish, but I wish people would stop telling me all about what they're doing with/for their moms on Mother's Day. It honestly really hurts, and I always feel my eyes start watering up like I'm about to cry. Ugh. I hate this time of year ever since my mom died. I don't want to put a damper on other people's Mother's Days by talking negatively about it, but I can't take pretending to be super interested in what they're saying anymore. It's bad enough that I'm bombarded with commercials, billboards, and I <3 You Mom" trinkets in the stores galore.