How to be there for a friend who's lost his mother on Mother's day?

I have a friend who is the same age as me(early 20’s) and he recently lost his mother. I know this may seem a little late to ask, but what is the best thing to do for him on this day. I know with social media and everything he is probably feeling bad because everyone is posting about how much they love their mothers. I don’t know whether to just leave him alone to not draw attention to it…or do something else or say something else that will take his focus away from it. I really just don’t want him to feel so bad although I know he can’t help that. My question just really boils down to how can I help him/make him feel better without drawing attention to what happened? What is the best course of action to take?