In various embodiments, boundaries of geo-fences can be made mutable based on principles described herein. The term “mutable” refers to the ability of a thing (in this case, the boundary of a geo-fence) to change and adjust. In a typical embodiment, a mutable geo-fence system is configured to generate and monitor a geo-fence that encompasses a region, in order to dynamically vary the boundary of the geo-fence based on a number of boundary variables. The term “geo-fence” as used herein describes a virtual perimeter (e.g., a boundary) for a real-world geographic area. A geo-fence could be a radius around a point (e.g., a store), or a set of predefined boundaries. Boundary variables, as used herein, refers to a set of variables utilized by the mutable geo-fence system in determining a location of the boundary of the geo-fence.