It’s estimated that 86% of consumers celebrated Mother’s Day in 2020, spending $26.7 billion on gifts for the mothers in their lives. Do you want a piece of that sum? If so, you need to develop unique and creative marketing campaigns tailored specifically for the holiday.
With COVID-19 still causing issues, more people will look to ecommerce for their Mother’s Day shopping. Taking moms out for dinner to celebrate won’t be an option for many consumers, some may not even be able to see their mothers face-to-face this year. So, to help you make the most of Mother’s Day online spending, we put together some marketing tips that’ll increase your customer awareness. These tips aren’t difficult to implement, and they won’t break the bank.
Make a Mother’s Day Gift Shop
This is an easy way to highlight specific items that are ideal for any holiday – including Mother’s Day. You can do this by adding a special section to your website that can be updated for different holidays throughout the year.
Your Mother’s Day gift shop should have gift ideas for all the different types of mothers (stepmothers, wives, daughters, sisters, aunts, friends, etc.). Be sure to include lifestyle photos to show off your products.
Make a Mother’s Day Gift Guide
There are countless gift buyers out there who have no idea what to purchase for Mother’s Day. Creating a gift guide is a great way to help them find special gifts for their loved ones.
This is different from the gift shop mentioned above. It can be an interactive guide that focuses on certain types of moms. For example, if a mom loves gardening, she’ll love your plant or flower-related products.
Create a Mother’s Day Email Marketing Plan
Email marketing is essential all year round. But you can create an email series that specifically relates to Mother’s Day.
Come up with a plan for when you’ll send emails out and what you’ll include in them. Segmentation is key for success here. Consider including links to your Mother’s Day gift shop and gift guide, discount codes or coupons, and of course, promos for your best-selling and most popular items.
Host a Mother’s Day Giveaway
Online shoppers love giveaways! And it’s a great way to promote your Mother’s Day specials. It’s also an easy way for you to obtain more customers to add to your database for future email marketing. Share this giveaway across all your social platforms and send reminders to your email subscribers. The more eyes on the event, the better chance of winning sales.
Offer an Exclusive Mother’s Day Coupon
Online shoppers also love a good deal, and you can offer an exclusive Mother’s Day coupon to appeal to those bargain hunters. Get creative with this by offering a free add-on item for selected Mother’s Day gifts, or an overall percentage off. This type of promotion is trackable, so you’ll be able to determine how the campaign performs and possibly replicate it in the future.
Offer Free Shipping for Mother’s Day Gifts
Giving your customers free shipping on selected items for Mother’s Day is a big incentive, and it’s an easy way to positively impact your sales. Don’t think you can afford to offer free shipping? Make it a reality with our guide on how to offer free shipping without spending a fortune.
Post Engaging Mother’s Day Content
Customers want to feel they’re being taken care of. What better way to offer that than giving them interesting, helpful, and engaging content?
Some of the content you post should focus solely on customer engagement, not selling. You could include educational content that applies to Mother’s Day. Think about topics such as meal ideas or recipes, crafts that can be made and gifted to mom, or even gift ideas that don’t cost anything (like doing chores, writing a poem, baking a dessert, etc.). You may not convert the shopper now, but you’re getting them into your ecommerce sales funnel for the future.
Bonus Quick Tips for Mother’s Day Marketing
- Use product bundling to encourage more sales and offer added value
- Add references to Mother’s Day in all your content, including headlines
- Send out emails to last-minute gift buying procrastinators
- Promote gift cards for last-minute shoppers
- Make sure your Mother’s Day sections are optimized for mobile devices
Careful planning and implementation of marketing campaigns and promotions is essential for online retailers, and that includes getting ready and capitalizing on holiday spending. You should plan early and start promoting your campaigns about a month before the holiday. That gives customers enough time to view your promotions, purchase, and receive shipments. Try some of the tips above to make the most of this Mother’s Day, by improving your visibility and bottom line.
Do you have any ideas for Mother’s Day campaigns? Tell us about them in the comments below.
Editor’s Note: This blog post was originally published April 2019 and was updated in April 2021 to reflect more accurate and relevant information.