Mother's Day Marketing

Hosted by Shelby Klick and Vince Ventura

 

Mother’s Day is a major Holiday for Retailers in all industries.

• In 2016, 21.4 Billion dollars spent for this holiday.
• 2017 - Expected record high of $23.6 Billion spent for mother’s day.
• 84% of Americans celebrated this holiday.
• • 24% of shoppers plan on going to local small businesses
  • Increasing to 30% will shop online
  • 31% in specialty stores like jewelry, florists, gift, electronics.
• $172 Dollars spent per person in 2016 -    $186.39 per person in 2017
• Ages 25-34 spent the most, followed by 35-55.

 

The Key to marketing for Mother’s Day this year is to stand out from the Crowd.

 

• Many places rely on the holiday to do the marketing for them. “It’s Mother’s Day, Shop with Us”.
• One sales tactic will be to market to the emotional side of your customers.
• Attempt to create a memory, just not sell a product.
• • What do you get for the most important woman in your life?
  • You can never thank her enough for all she does, but a gift is a good place to start.
  • Years from now, you’ll always remember what her perfume smelled like.

 

• Be a resource
• • Most people are lost when it comes to thinking of a gift for someone else. Be a resource with gift guides, helpful displays, specific products and services for mom, or creative events.
  • • Events can be focused as a way for customers to spend time with mom, or an event to give dad and kids a chance to pick a gift.
    • Offer gift wrapping or a free Mother’s Day card with purchase
    • Offering services? Still give them something tangible that they can still wrap for Mom.

 

• Who are you targeting?
• • There can be unexpected target audiences for a holiday like this.
  • • Anyone shopping for their Mom
    • Spouses shopping for their wife
    • Spouses shopping with their kids for their wife
    • Grandchildren buying for Grandmothers
    • Moms who can take your gift guide and tell their family exactly what they want.
  • You’ll want to start marketing as soon as possible.
  • • For events or pricey items, people may need some time to commit. Send initial email to get customers to start thinking about your store or your products.  Send a reminder email or an incentive closer to an event or to Mother’s Day to get them to commit.

Key Points:

• Pick a target audience and commit an email to it. If you can segment your audience for this, your email will perform better.
• Don’t be afraid to send a follow up email reminding people about the event or the sale you have going on, especially when time is running out.
• Don’t skip out on being creative because the holiday “Sells Itself”. Be creative, stand out from the crowd, and work towards creative a memory, just not selling a product.