Spending for Mother’s Day is projected to reach 23.1 billion dollars this year in the United States as 86% of buyers will shell out an average of $180 for the mothers in their lives.
This is an excellent opportunity to increase sales, even if you don’t sell flowers, jewelry or spa visits.
Here are 4 strategies for aligning your product/service offerings with Mother’s Day:
1. Adapt your ad campaigns for the holiday
Create publications, advertisements and visuals that directly address people searching for a Mother’s Day present. In case you forgot, this year, Mother’s Day lands on May 13th.
Your ad campaign will serve as a reminder that Mother’s Day is approaching while promoting your product or service as a fitting gift for the occasion. As this period quickly gets overrun with advertisements, look to share your message across platforms in the lead-up to Mother’s Day.
2. “Gift ideas for mom” – on your site, add a special tab in the menu and a banner
Make on-site navigation easy by adding a holiday-specific tab in the menu. Once your consumer clicks on the link, they should land on a page that groups all of your best-sellers for women. Which products are the best sellers? Find this information using Google Analytics.
Your consumers won’t have to search for several minutes to find relevant products and you will reduce the risk that they leave your site without any form of engagement or purchase.
3. Help the people who don’t know what to buy, while helping moms who do know what they want!
Observation #1: According to a survey carried out in the UK, what consumers buy for Mother’s Day often does not match up with what mother’s would like to receive: a card, cited by 56% of those surveyed and flowers, cited by 35%, were only wished for by 23% of moms. There is room for more interesting gift ideas!
Observation #2: According to eMarketer, over 90% of mothers in the US have accounts on social media networks. Facebook is the most popular (84% of mothers surveyed are members).
Opportunity: Put in place a Facebook campaign that invites mothers to share their wishlist. A wishlist feature can also be integrated onto your website.
4. Reach out to returning customers
According to the Harvard Business Review, it can be 5 to 25 times more expensive to gain a new customer, depending on your industry. If your media budget is limited, start by reaching out to people who have previously purchased with you via Facebook and Google. They already know your products and they (hopefully!) will be excited to share your excellent products with the mothers in their lives.
- Be clear: Forgo mysterious or vague offers. In order to facilitate conversion, be very direct about your promotion and make a strong link between your products and Mother’s Day.
- Present your consumers with a simple and clear customer journey as soon as they land on your site.
- Open lines of communications, especially with people who have already done business with you, by implementing a wishlist campaign.
Finally, in order to ensure an optimal performance throughout the entire year, remember to apply the recommendations listed in our article: A Cyber November Cheat Sheet for Retailers.
And if you are looking for more tailored guidance on the best strategies for reaching and engaging your audience, our eMarketing Team is here to help you grow.