Mother’s Day Marketing Strategy: The Data You Need to Win in May

Mother's Day strategy -- marketing tips for small businesses

Early summer is a tricky time for online sellers. By now we’ve recovered from the madness of the Christmas shopping season, but we’re still a few months away from back-to-school revenue.

Fortunately, Mother’s Day is here to help our sales. You can always count on mom to save the day!

There are more than 85 million moms in the U.S. and 84% of Americans celebrate Mother’s Day. No wonder Mother’s Day spending is at an all-time high with expenditures growing from $11.5 billion in 2005 to $21.2 billion in 2015.

That places Mother’s Day behind Christmas and back-to-school as our third biggest retail season of the year. You better get your Mother’s Day strategy together fast!

The Shelf, an influencer marketing platform, released a Mother’s Day infographic with a ton of cool data on Mother’s Day shopping behaviors. (See the infographic.)

Here are three takeaways from the data that’ll help you build the perfect Mother’s Day strategy for your online business.

Who Is Getting All These Mother’s Day Gifts?

First things first, let’s define our audience for Mother’s Day gifts.

And that means broadening your Mother’s Day strategy beyond just mom herself.

  • While 63% of folks buy Mother’s Day gifts for their actual mom or stepmom, there are plenty of other women out there who are feeling the love on Mother’s Day
  • 23% of Mother’s Day shoppers buy for their wives
  • 10% buy for their daughters
  • And others are buying for their sisters, grandmothers, and friends
  • Overall, 57% of moms have received gifts from non-family members

Takeaway: Focus your Mother’s Day messaging on mom, obvi, but be sure to sprinkle in subtle reminders that other folks’ moms deserve a little love – and gifts! – on Mother’s Day too.

What Are the Most Popular Mother’s Day Gifts?

Mother’s Day gifts often center on greetings cards and flowers, special one-on-one time, or personal services like massages and facials. Obviously, those categories aren’t quite in the wheelhouse of online sellers.

However, some product categories do line up well for small ecommerce businesses.

Takeaway: You don’t have to be a florist or masseuse to cash in on Mother’s Day. In fact, pretty much anything you’d want to sell online can be positioned as a Mother’s Day gift.  

When Are Mother’s Day Purchases Really Happening?

As small business owners, we want to get revenue in the door as quickly as possible.

Unfortunately, when it comes to Mother’s Day, we have to show unusual patience.

  • 25% of Mother’s Day shoppers complete purchases three or more weeks ahead of the holiday
  • 27% buy gifts two weeks in advance

That leaves nearly half of all consumers still shopping in the final days leading up to the holiday.

  • Finally, and maybe a bit sadly, 18% of shoppers wait until the final 48 hours of Mother’s Day season to buy gifts for mom.

Takeaway: Keep hammering away with social media posts, email campaigns, and pay-per-click ads late into the season and be sure to highlight expedited shipping options in that final week of the season. Free shipping is always a big enticement to get buyers — and shoppers are always looking for deals around holidays.

Wanna get tactical? Check out our Mother’s Day marketing tips including sample email subject lines, social media post inspiration, and even in-store decorating ideas.

What’s your Mother’s Day strategy this year?

About the Author

Matt Simpson

Matt is a freelance writer for The DRIVE blog with expertise in digital marketing, social media, and copywriting. He's active in the #yesphx startup movement and has been recognized by AdWeek, Mashable, and more for digital innovation. Visit Matt's website or follow Matt on Twitter.

Leave a Reply

Your email address will not be published. Required fields are marked *