Mother's Day is another great opportunity for all types of retailers to encourage consumers to spend more on beautiful gifts. If you want to create a stellar promotion, you have to start with a plan; below you can find some interesting facts that can help you.
1. Mother’s Day in numbers
Mother's Day is celebrated on the fourth Sunday of Lent and precisely three weeks before Easter Sunday. The 2017 Mother’s Day spend was valued at almost 1.4 billion pounds, in comparison to the 700 million pounds spent for Father’s Day 2017. 30% of the purchases were made online followed by a Mother’s Day spark in social media posts. According to Facebook, people around the world uploaded 1B+ photos and videos, which shows how much people care about family and how grateful they are.
2. Shoppers' persona
Harvest Digital suggest that 67% of female shoppers purchase more gifts than men. But on average, men spend £10 pounds more on their gifts. Also, the most significant spenders belong to the age range of 25-34 years old. Those insights can give some ideas on who you want to target with your campaign, as well as how to gain social media boost on Mother’s Day itself.
3. What are the most common presents…
Mothers’ Day's gifts aren’t just flowers, cards or chocolates. These types of gifts are a must-have addition to a main treat. Shoppers are more interested in personalised gifts that stand out from the rest. There has been a noticeable increase in personalised presents in the UK, and we estimate an increase in that sector this Mother’s Day. The hottest gifts for Mother’s Day are:
4. What Mummy really wants…
We found out that what Mothers actually dream of receiving on Mother’s Day are surprisingly affordable:
5. Promotional tactics to attract shoppers:
The goal of this Mother’s Day marketing opportunity is of course to increase sales and revenue. Marketers use the full range of promotional tactics to attract shoppers: special product selection, email marketing, social campaigns, price promotions. According to Bing Ads, more than 60% of Mother’s Day gift searches are made from a mobile device. Searches increase by up to four times in the 48 hours leading up to Sunday as well as most of purchases are made last minute. So, starting a marketing campaign just two-three weeks before the day would be a wise tactic. Last year’s statistics show us that email remarketing was most effective the week before Mother’s Day.
What do shoppers want? What leads them to make up their mind about a purchase? The main decision-making factors— the same as for any other occasion, will be online search. According to HootSuite, 60% of shoppers use social networks for product search, so consider running a social media campaign to reach your consumers. Another factor is saving time on shopping: If you can offer consumers all-in-one services like a card, flowers and chocolate there will be a greater chance of success. Adding your slogan, hashtag, or brand to any gift pack can encourage some consumers to thank you online. Cooperate with local businesses (i.e. flower shops, spas, restaurants) and create offers together.
Shoppers want inspiration for Mother’s Day presents. Look for a personalised shopping experience based on their buying behaviour. Offering savings and rewards based on past purchases is a proven tactic. You can also offer consumers a personalised gift finder (Whichit example), which will lead them to the perfect present or add the competitive element to keep participants checking back and sharing their contributions for more exposure. How about a mum and daughter selfie competition? Perfect for Mother’s Day.