While most would agree that mothers deserve loving appreciation all throughout the year, every time Mother’s Day comes around, people go a little extra, showering moms with gratitude and gifts.
According to the latest report by the National Retail Federation, Mother’s Day is the third biggest spending holiday in the US. This comes as no surprise, as 84% of Americans agree they celebrate Mother’s Day every year.
Besides, did you know that last year Mother’s Day spending reached $23.1 billion? If you think people spend this money on flowers and cards only, you’re wrong.
Unless people are taking their moms for dinner or day at the spa, they buy clothing and accessories (36,9%), jewelry (33,5%), books or CDs (20,8%). This means that ecommerce businesses can successfully market their products for Mother’s Day.
This year, Mother’s Day falls on Sunday, May 12th, so you’ve still got more than a month to prepare your store for shoppers who want to spoil their moms. And in case you’re short of ideas, don’t worry, you’re at the right place! I put together some actionable advice that can help your online store grow during this heartwarming holiday.
1. Create a page dedicated to Mother’s Day shopping
First things first, take a good look at your products. There must be something you can position as a Mother’s Day gift, even if it’s not directly related to this holiday.
American clothing and accessories retailer Anthropologie grouped together a bunch of their products that would make every mother smile. On their list you can find pretty much everything they sell: clothing, home decor pieces, beauty and wellness products.
But that’s not the main reason why I brought up Anthropologie. You see, they created a separate page on their website dedicated to Mother’s Day gift shopping.
This page makes things easier for visitors who enter the website exclusively looking for Mother’s Day gifts. It can also come in handy when trying to convert regular visitors into Mother’s Day shoppers, as not everyone who’s browsing Anthropologie might think of it as a place to purchase gifts for moms.
However, you can’t create a page for Mother’s Day gift shopping and expect it will skyrocket your sales. You need to think of how to promote this page or make it more searchable in order to drive more sales.
A common practice is to display a popup on the landing page that takes users to the holiday sale section. If popups aren’t your thing, use promo bars or simply replace the regular Sale section on your website’s navigation bar to Mother’s Day Sale.
2. Put together a gift guide
Nobody can deny that gift giving is a rewarding experience. Gift hunting, on the other hand, is a whole different story. We’ve all been there, spending countless hours on the internet trying to figure out what would make the perfect gift for someone important in our lives.
With Mother’s Day just a month away, people are starting to worry about how they can surprise their moms this year. To help these people and gain extra exposure for your products, put together a gift guide.
You can write an insightful blog post presenting your ideas and linking to your products. That’s exactly what organic skincare and makeup brand 100% Pure did a couple of years back.
If writing isn’t your cup of tea, create an infographic instead. People love them, as taking in visual information is easier than reading an article. Besides, infographics are engaging and easy to share.
As you sit down to write your blog post or create an infographic, think bigger than the generic “Gift Ideas for Mother’s Day.” Every mother is different, so try to offer something for every type of mom:
Once you have the gift guide ready, make sure you share it with your audience. Publish it on your social media accounts or deliver it to their inboxes.
3. Create a mom-focused board on Pinterest
There are 175 million active users on Pinterest. 93% of them say they use Pinterest to plan their purchases, and 87% admit they’ve purchased something because of this platform. If this doesn’t convince you to create a Pinterest account for your online store, I don’t know what would.
Think of Pinterest as a visual search engine. People use it to get inspiration for their DIY projects, home makeover, or gift shopping for holidays like Mother’s Day.
As people evaluate search results by how appealing each pin looks, you need to upload content that is visually appealing if you want visitors to start paying more attention to your products. So pin only high-quality images and group them together not only by the topic, but also by their color scheme. The more aesthetically pleasing your pins and boards are, the better.
Learn from the American retail giant J.Crew. Their official Pinterest account has several boards, each with a clear color scheme.
With Mother’s Day just around the corner more people will be scouting the web for products that would make great gifts for moms. Make your brand visible on Pinterest to get discovered by shoppers who prefer finding inspiration through visual information.
4. Host a giveaway
Hosting giveaways is a great way to accelerate the growth of your email list, increase sales, website traffic or social media following and engagement. You can, of course, host a giveaway at any time, but it’s easier to tackle people’s interest weeks before special holidays like Mother’s Day.
The French skincare company Caudalie is currently running a Mother’s Day giveaway on their American website. Prizes include gift sets, a round trip to Paris, a cooking class, and more! All you need to do to enter is submit your email address – it’s that simple.
With this giveaway, Caudalie is growing its mailing list. A customer interested in giveaway prizes won’t think twice about giving their email address. For Caudalie, that email is an invaluable piece of information that can lead to more sales.
But running a successful giveaway isn’t as easy as it sounds. You have to offer something truly valuable and desirable if you want your customers to participate. Also, your giveaway should be fairly easy to enter. In other words, don’t make people answer a 20 question survey to win a digital “Thank You” card.
Another important thing to keep in mind is that you need to promote your giveaways as much as possible. It’s not surprising that a giveaway on its own will bring little to no results to your business if nobody participates. So walk an extra mile to promote your giveaway and encourage customer engagement.
5. Run special Mother’s Day promotions
Throughout the years, businesses have taught shoppers to expect special deals with every upcoming holiday. Mother’s Day makes no exception. These are the two most popular forms of special offers customers will expect from you this Mother’s Day.
Promo codes make a great incentive to buy. Besides, it benefits both the customer and the business: customers get to purchase products they want at a lower price, and the business generates more revenue.
By giving out promo codes days before Mother’s Day can increase customer retention. You can also attract new customers as 78% of window shoppers agree they would buy from an unknown brand if they had an opportunity to redeem a promo code.
There are several types of discounts and offers you can introduce to your customers in the form of promo codes. The most popular are:
- percentage-based discount
- dollar value discount
- free or upgraded shipping
- free gift
If you’re using Printful, keep our fulfillment time in mind when running special Mother’s Day promotions. It usually takes us 2-7 business days to fulfill orders, and then shipping time is on top of that.
Successful promo code campaigns have a clear objective, let it be growing brand awareness, introducing new products or decreasing cart abandonment. So think strategically what you can offer on Mother’s Day and how running this promotion will benefit your business.
Let’s say you own a clothing store, and your best selling product is women leggings. If you recently decided to add kids leggings to your store and would like this new product to get more exposure, offer a promo code for matching mother and child leggings.
As your website is likely to get an increase in visitors before Mother’s Day, you want to give those visitors an extra reason to stay and shop. If you can’t afford to offer free delivery with each purchase, have it as an option for orders with a certain cart value.
6. Promote your special Mother’s Day deals
Since you’ll be spending quite a bit of your time preparing your store for Mother’s Day shoppers, it’s just natural you expect all of your hard work to pay off. That’s why you need to get your hands on different communication tools that let you promote your newly published Mother’s Day shopping page, special deals, or giveaway.
Set up email campaigns
As we know, email marketing remains as one of the most popular ways to keep customers up to date with your business. So it comes as no surprise that delivering promotional Mother’s Day emails is something you should have on your content calendar weeks before the big day.
If you’re looking for Mother’s Day email ideas, here are a few:
- Mother’s Day reminder or countdown
- special Mother’s Day deals
- last-minute deals
- order deadlines
- ongoing offers that are not directly related to Mother’s Day
- best-selling products
- abandoned cart reminders
As you’re preparing Mother’s Day email campaigns, keep in mind that your customers’ inboxes will be swamped with similar emails from your competitors. That’s why you should pick subject lines carefully and spend some time putting together an eye-catching email design. Most importantly, segment your email list for maximum user engagement.
Deliver web push notifications
Another communication tool that can help you promote special Mother’s Day deals is web push notifications. These short messages (usually not longer than 120 characters) are delivered to subscribers’ desktops or mobile devices, even when they’re not on that particular website at the time of notification delivery.
With average click-through rates as high as 27%, web push notifications are a high-engagement communication tool that can help your store not only retain more customers, but also inspire first-time purchases.
Use this tool to communicate similar content to your Mother’s Day emails, just be more careful with the frequency of your messages. It’s known that the more notifications are sent in a day, the less engagement they get over time. So save it for your extra special news.
Be visible on social media
I know, social media, what an unexpected turn of events! But in all seriousness, you need to keep your social media accounts up and running at all times if you want to communicate with your audience in a timely and engaging way.
When it comes to social media marketing, you don’t want to spread yourself too thin, especially in the days leading up to Mother’s Day. Only focus on social media platforms that will reach your target audience. And concentrate on creating quality content that’s fun to consume and easy to share.
Remember, you won’t be the only store promoting special Mother’s Day deals. In order to stand out from the competition, you need to think of a different angle to present similar ideas in an engaging way. Whatever you decide to do, keep your brand voice consistent.
7. Run an influencer marketing campaign
According to a report by Linqia, 86% of marketers used influencer marketing last year, 92% of whom found it to be effective.
Even though Mother’s Day is one month away, you can still reach out to influencers to promote your brand or certain products on your store. But instead of aimlessly asking for a shoutout, carefully think about what exactly you want to promote through your chosen influencer.
Back in March a clothing and home accessories company Next ran an influencer marketing campaign to promote their next-day delivery subscription.
This delivery option wasn’t something new Next wanted to introduce to their audience. Quite the opposite, it’s something Next decided to repromote using Mother’s Day as an occasion to encourage more customers to take the plunge and subscribe to the service.
What’s so smart about this move? Next gets a great chance to retain and re-engage Mother’s Day shoppers later. Think about it. If you had the chance to receive your purchases the next day for free (since you already paid those £20 when you ordered your gift), wouldn’t you be tempted to shop at Next more often? I know I would!
Don’t think of Mother’s Day influencer marketing campaigns as a way to promote products related to this holiday only. Think outside the box to make the most of the exposure that influencers can offer.
Over to you
Mother’s Day is the third biggest commercial holiday in the US. Luckily, as a store owner, you still have a month to prepare for the Mother’s Day shopping craze. Work not only on attracting new customers, but also on retaining existing ones. Most importantly, think of this special occasion as a chance to grow your business.
This article was originally published in April 2018; it has since been updated.