Last-minute Retail Ideas for Mother’s Day 2024
Mother's Day 2024 is only a few days away.
Although not as big as the Christmas holidays, Mother’s Day is still considered a significant event that retailers should pay attention to. Whether you’ve already lined up your Mother’s Day campaigns or you’re in need of a few additional ideas to spice up your offering, the tips below will help get you organised.
Mother’s Day Ideas:
- Start sending Mother’s Day reminders to your existing customers
- Create a Mother’s Day gift guide
- Partner up with local flower shops, spas, jewellery stores or restaurants
- Encourage your customers to share their content
- Have a special Mother’s Day section
- Offer convenience and value through complimentary services
First things first: know who you’re talking to
Before diving into Mother’s Day ideas, take a step back to think about who you’re targeting. Ask yourself: who do you want to reach, what resources do you have available and what are their shopping objectives for Mother’s Day?
- Who are the individuals that your customers are shopping for?
- Are they buying presents for their mothers or spouses?
- Are they celebrating with their friends, sisters, or daughters?
The answers to these questions will help you craft your messaging and audience targeting correctly.
Mother’s Day Numbers
To give you more insights into Mother’s Day trends, a 2022 survey by the National Retail Federation found that 84% of consumers intend to celebrate Mother’s Day each year.
- The top 3 spending categories include greeting cards, flowers and special outings to restaurants.
- The average spend on Mother’s Day is also on the rise- in the US the ave spend is currently at a whopping $254- a market value of $33.5B!
- Although the average spend per person is likely much less in RSA, the numbers still show the massive potential for retailers this time of year.
Now that we’ve covered some industry trends surrounding Mother’s Day and once you have a handle on who your audience is, let’s look at some simple ways in which you can help your customers celebrate and in return drive additional sales and foot traffic.
1. Send Email Reminders and Exclusive Deals to Your Customers
Start sending Mother’s Day reminders to your existing customers in the days leading up to Mother’s Day.
Take advantage of email or sms marketing, and tailor your messaging and creatives to Mother’s Day.
If you have a special deal, or even if you don’t, create an email marketing campaign with Mother’s Day as the theme.
You could include a list of gift ideas for Mother’s Day, highlighting your most popular and relevant products.
This helps ensure your consumers are thinking about your business when it comes time for them to buy a Mother’s Day gift.
For some great emailer ideas, check out this post from Unlayer
2. Create Curated Gift Guides
You most likely have customers who aren’t sure what to buy on Mother’ Day.
Help them out by creating a gift guide that allows people to shop according to:
- Budget - example, “Gifts under R100”
- Gift recipient - example, “mom, wife, friend, granny”
- Interests - example, “moms who love gardening, etc”
- Product category - example, “apparel, accessories, homeware, etc”
- Hint: Present it in a way that makes it easy for customers to navigate and find what they are looking for (Think in-store and online)
If you’re feeling a little more daring, you could opt for a more humorous approach.
Look at this campaign from Peruvian brand, Oeschle. Their ’Mom doesn’t want it approach’- is witty, almost the opposite to a traditional gift guide- it certainly makes you stop and look!
3. Have a special Mother’s Day section on your site (and in-store)
Make it easier for Mother’s Day shoppers to find what they’re looking for by adding a special Mother’s Day section on your website’s homepage. One of our customer’s, Estee Lauder does this well. They created a dedicated online space for their limited edition Mother’s Day gift box sets.
Note that this tip can also be applied in brick-and-mortar stores: create a dedicated space for Mother’s Day merch in-store. Print decals or signage to put the cherry on the cake- a fool-proof mom-centric display, and simple, hassle-free experience for last minute shoppers.
4. Partner up with Local Businesses
Approach a local business with similar customers to yours, and team up for en exciting Mother’s Day campaign.
- Collab on online/social campaign- a great way to create awareness and get in front of new customers.
- You could also do a combined gift card promo. Example- “Spend R1000 on mom and get a R250 gift card to ABC restaurant" to encourage people to buy. The store benefits because of the increased spending, and the restaurant wins as well because it gains new customers.
- This arrangement can work both ways. If you want to increase traffic in your location, consider teaming up with local merchants that see a lot of business on Mother’s Day (flower shops, restaurants, spas etc.) and send them free gift cards to offer to their customers, and hopefully drive traffic to your location.
5. Encourage Customers to Share their Mom-centric Content
Mother’s Day isn’t just about giving gifts. The heart-warming stories or photos that people share about their moms also play a big role during the occasion.
This year, give your customers the chance to tell you more about their moms (so you can drive engagement while you’re at it).
6. Offer Complimentary Services
For an extra special touch, offer complimentary free shipping or gift wrapping on all Mother’s Day purchases. Not only does it save customers time, but the beautifully wrapped gifts become part of the experience.
Anthropologie is known for their artistic gift wrap featuring whimsical patterns and custom touches like ribbons, string and greenery. The wrapping itself becomes an Instagrammable moment.
Using curated gift guides, special events and complimentary extras helps make shopping easy and memorable for your customers.
And happy, loyal customers are the gift that keeps on giving to your business.
Conclusion
You don't have to let the clock run out to make this Mother's Day memorable for your customers. With some thoughtful planning and promotions, you can still drive sales and loyalty before Sunday.
Moms want to feel special, so give them:
- Gift guides, bundles, and exclusive deals to make shopping easy.
- Partner with local businesses too for creative cross-promotions.
- And don't forget social media - it's a chance to connect with shoppers in a personal way.
Most of all, focus on creating lasting memories, not just sales. Do that, and your customers will thank you not just this year but for many to come.
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