Mother’s Day advertising and marketing: Be prepared if you want to boost sales

Mother’s Day is the 3rd largest retail holiday, right behind the winter holiday season. According to the National Retail Federation, Americans will spend approximately $20.7 billion this year on Mother’s Day. The average person last year spent $169 for Mother’s Day, which was a 10% increase from the previous year. Since every day is not Mother’s Day, it is integral for businesses everywhere to take advantage of this potential sales boosting holiday by putting some effort into their advertising and marketing strategy.

Every year customers search for the perfect gift that conveys, “I love you, Mom.” But what do you buy the mom that has it all? Companies are utilizing all mediums to reach their customers to give them gift buying ideas.

Last year, according to a Bing survey, general Mother’s Day online searches and deals saw a 600% increase during the first week of May. To take advantage of this marketing opportunity, companies need to have quick and easy shopping options for tablet and smart phone users. Each year successful companies such, as the fortune 500 company, Bed Bath & Beyond, send out Mother’s Day newsletters and email blasts directing their customers to their website. A specially designed drop down feature, “Mother’s Day Gifts, groups ideal and suggested Mother’s Day gifts together on the website, allowing customers to browse and buy gifts easily.

Other major brands, such as Walmart and Sears, have specifically crafted their social media platforms to appeal to their customers for Mother’s Day. Facebook, Twitter, and Instagram pages are filled with black and white photos of mothers and their children to invoke feelings of nostalgia. These posts are designed to remind their costumers of their childhood memories and how important it is to buy their mother the best Mother’s Day gifts possible. Post a vintage photo that radiates appreciation for mom with an exclusive Mother’s Day deal for an effective marketing promotion.

According to the Consumers Intentions and Actions Survey, one of the most influential tactics for Mother’s Day online purchases was the promotion of “free shipping" and 45% of online customers were also influenced by special Mother’s Day deals and savings. Companies such as Proflowers.com and Nordstrom offer free shipping to its customers exclusively for Mother’s Day. The eCommerce leader, Amazon, modifies their welcome page to include a “Mother’s Day Gifts” section offering a special selection of gift items just for mom offered at a discount.

Offering a creative Mother’s Day advertising and marketing program can be extremely rewarding for your company. The basics to being successful this holiday comes down to two things: reach and appeal to your customers through all forms of media and make the buying process streamlined and easy. Combine creative marketing and an easy buying process with special Mother's Day offers to capitalize on a major sales boosting opportunity.

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