It won’t be much longer before it’s the second Sunday in May and your customers are celebrating another Mother’s Day. This represents a major opportunity to increase profits—after all, there were 85 million moms in the US in 2016, and more than $21 billion was spent on the holiday in 2015. Your advertising campaign can go a long way toward tapping into that, while also strengthening your relationship with your customers.
In today’s post, we’ll discuss tips on how to approach this holiday and share five Mother’s Day marketing ideas you can use for this year’s campaign.
Not Just Flowers and Food
When it comes to buying gifts for mom, there’s the gifts that everyone expects: flowers, food, and jewelry. But the truth is, there’s a lot of room in holiday spending for a mother-load of other options. After all, while 67% of consumers bought flowers for Mother’s Day that only represented a little over $2 billion in spending. Only 35% of American consumers spend on jewelry for the holiday. The average spend per customer was $172 in 2016.
That means one of the places customers spend for Mother’s Day could be your store, no matter what kind of store that is. In fact, 27% of Americans will shop for their gifts online and another 23% plan to spend at a small or local business. Nearly 30% will shop at specialty stores, and 55% will be looking for special outings. If the holiday isn’t cornered by a particular market or kind of store that means it’s going to come down to your message and the value that you’re offering.
Be Emotionally Creative
It’s important to remember that Mother’s Day is an emotional holiday. While emails that feature “Mother’s Day” as the opening of their subject lines see 16% higher engagement rates, those that evoke emotion see 21% higher open rates in the critical weeks leading up to the holiday itself. Furthermore, 63% of American moms want gifts to include quality time with their families, while a quarter of them want a “gift of experience.”
Essentially, it won’t be enough to declare something is for moms and slap a discount on it. Moms—and the people shopping for them—are looking for something significantly more meaningful. Take the 2016 #OneToughMother campaign from Teleflora. Yes, the industry is one typical to Mother’s Day, but the approach is a powerful one that any industry can learn from. It speaks to the dedication and sacrifices mothers make, acknowledging them with the respect they deserve while stirring a sense of affection and gratitude in their children and spouses.
Marketing Ideas You Can Use
While the most common techniques used for luring in shoppers for Mother’s Day are free shipping and price cuts (55% and 44% respectively), they don’t do much to elevate your brand above the other marketing noise. Take advantage of these five Mother’s Day marketing ideas to set your brand apart and capture the attention of moms and shoppers alike.
Costs per impressions, or CPMs, are actually highest in the two weeks leading up to Mother’s Day, so it’s not too late to develop or improve your holiday campaign with our Mother’s Day marketing ideas. No matter what kind of industry you operate in or what kind of store you run, there’s going to be an effective promotion to help generate engagement and lift sales.
Develop Your Mother’s Day Marketing Strategy Today!
Need help? Valpak can help you promote your Mother’s Day offers using print, digital and direct mail in our 2017 Mother’s Day themed promos. Contact your local Valpak Marketing Coach for details.