Although the love for moms cannot be limited to just one day, Mother's Day offers us a great opportunity to show how much we love them. It also offers fabulous opportunities for physical and e-commerce businesses.
ContentsFun facts about Mother's DayMarketing tipsEarly remindersCreate a gift guideSocial media campaignTarget bargain hunters with discounts, coupons and offersWeb push notificationsBundlingPackaging
The sales figures on this occasion are always galloping. In fact, 2017 saw a record $23.6 billion in mom gift business. Business marketing teams therefore respond well with their tools such as coupons, deals, offers, discounts and campaigns for effective engagement and conversions.
In this article, in addition to discussing some historical and interesting facts about Mother's Day, we will discuss some of the best Mother's Day marketing strategies.
Interesting facts about mothers day
Let's see some historical and other facts about Mother's Day:
- The first person to come up with the idea of Mother's Day was writer Julia Ward Howe. She proposed it in 1870 after the Civil War to recognize peace and protest war.
- Later, an American activist Anna Jarvis (credited as the founder of Mother's Day) launched a campaign for a day dedicated to mothers, making sure to fulfill her own mother's wish for such a day.
- Anna Jarvis was not a mom because she never married.
- Later, she wanted to abolish it for its increased commercialization.
- The first Mother's Day was celebrated in 1908 in the US states of West Virginia and Philadelphia.
- Anna Jarvis continued to lobby US Congressmen. President Woodrow Wilson signed a law on May 19, 1914, designating the 2nd Sunday in May as Mother's Day.
- In the United States, Canada, Australia, and many other countries, it is celebrated on the second Sunday in May, but dates vary for many countries. Spain and France celebrate Mother's Day on the 1st and last Sunday of May respectively.
- Pink and red carnations are for living mothers while white carnations are for deceased ones.
- 86% of Americans celebrated this day in 2018, with an average expenditure of $186 per person.
- Total U.S. retail sales for Mother's Day 2018 were $23.1 billion.
- In the United States, in 2018, a total of $4.6 billion nationwide was spent on Mother's Day jewelry.
- Mother's Day is the busiest day for restaurants in the United States. In 2018, 87 million adults dined to celebrate.
- There were approximately 122 million phone calls to mothers on Mother's Day in the United States alone.
- According to PEW Research, the number of phone calls on Mother's Day is the highest of any day of the year.
- About 1/4 of all flowers purchased in a year are purchased on Mother's Day.
Marketing advice
Reminders in advance
With today's busy schedules, it's quite difficult to remember an upcoming event.
As a marketer, you can benefit immensely by reminding customers and visitors well in advance of Mother's Day. Do it at least a month before the event.
The smart strategy will be to use pop-up messages when an existing customer confirms the order. Additionally, emails may be sent to customers who made purchases on Mother's Day last year.
Create a gift guide
A gift guide created based on moms' personality profiles would go a long way for undecided customers to easily select gifts. Always try to include affordable and expensive items in your gift guide to improve the range of selection.
Take advantage of social media sharing capabilities and share your gift guide on social media platforms. This way it can be widely shared via hashtags.
You need to select personality profiles carefully, keeping in mind the different attributes of today's moms. Good examples include adventurous moms, stylish moms, foodie moms, traveling moms, fashion-loving moms, modern moms, and nature-loving moms.
Try to create profiles as generalized as possible to increase your target audience. Don't forget to include a "for all moms" category to get all customers interested in your products.
Let's see what to include in a gift guide for a modern mom:
- A heritage necklace personalized with mum's initials
- Hand painted coffee mug
- An elegant shopping bag
- Padded silk slippers
- Beautiful blush wristwatch
- Spa collection box, including hand cream, body butter, lip balm, sugar scrub, etc.
- Bed linen
- Smart mixer
- Stylish and sturdy sandals
- Best Fresh Flower Bouquets
Campaign on social networks
No business can afford to ignore social media for marketing because of its gigantic reach and extraordinary sharing capabilities. This formidable marketing platform offers many opportunities for publishers and brand managers to convince consumers.
Here's how you can use it effectively:
- Use emotive text and photos, keeping in mind that in social media marketing, “content is king.” Try adding a personal touch.
- Use feel-good stories and content that engage the reader.
- Engage celebrities and influencers for Mother's Day messages. Remember, these posts have proven to be the most engaging on Instagram. Showing how influencers and celebrities celebrate Mother's Day is a very effective tactic.
- Use visuals as much as possible, regardless of platforms, because images speak louder than words.
- Hold cross-channel contests with prizes. For example, you can launch a “super tweet for mom” contest on Twitter and “the most touching video” on Facebook. Start this contest campaign a week or ten days before Mother's Day. All you have to do is be creative enough to engage the audience/visitors. This will drive a lot of shares and traffic to all your social media sites.
Target bargain hunters with discounts, coupons, and offers
Coupons, discounts, discount codes, bargains, special offers, and deals all play a crucial role in today's marketing scenario. Use these marketing tools effectively to boost sales and improve the customer base.
Create special offers. This way, you can increase the number of potential buyers for your other products that are not on sale.
Here are some ways to offer discounts:
- Buy-one-get-one – This excellent marketing technique is effective in retail businesses. 93% of shoppers admit to having taken advantage of the BOGO promotion at least once. Additionally, 67% of them say they like BOGO the most of all the promotions.
- Dollar Rebates – One can get a rebate after spending a certain amount.
- Promotional Coupons – When redeemed, a certain discount is given to the coupon holder. 78% of window shoppers show a willingness to buy something from a store if the store offers them a coupon.
- Free or Enhanced Shipping – Very attractive, especially for international customers. In addition, 9 out of 10 customers admit that they consider free shipping to be the main incentive for shopping online.
- Percentage discounts on selected products.
See also:10 Most Popular Coupon Websites You Should Know For Shopping on a Budget
Web push notifications
Messages about products or promotions are very effective in attracting new customers. The click-through rate (CTR) of web notifications is 4-8 times higher than email CTRs.
Here are two very important points you need to consider:
- Write your message carefully as there is a 120 word limit
- More messages sent in a day leads to less engagement. So be careful with the frequency of your messages.
Grouping
Emotional holidays like Mother's Day are the best opportunity to bundle your various products into one package. Your high priced items can be combined with moderately priced products to encourage more buyers.
For example, you can create packages for “mom and son” and “mom and daughters”. You can also group different product categories. For example, you can combine beauty and health products.
Pack
Mother's Day is fast approaching. As a business owner, you now need to prepare all your marketing efforts. These efforts should focus on generating sales through new customers and retaining existing customers.
Being the third biggest official holiday and a major shopping event, using the right Mother's Day marketing tactics can boost your sales and take them to the next level.
