Mother’s Day is a wonderful time of year to celebrate the mums in our lives. One of the ways consumers tend to celebrate is by purchasing gifts for Mum. And that spend is only on the increase.
While the best gift is always quality time together, in the weeks leading up to Mother’s Day, we often see certain product categories, that Mums are sure to love, significantly grow in sales. According to Australia Post, Aussie shoppers spent 133% more on beauty YoY in the lead up to Mother’s Day 2021. And in a 2021 consumer survey, the top product categories for Mother’s Day were flowers, chocolates, jewellery, pyjamas and home-made gifts.
This Mother’s Day is a great opportunity to put your business in front of customers shopping for gifts sure to make Mum smile. We’ve put together some tips and templates to help you have your biggest Mother’s Day yet.
1. Know your audience
Rather than promoting sitewide, now is a great time to look at which products are most relevant for Mother’s Day and putting them front and centre. Some great ways to do this are adding a homepage banner to your website, creating a dedicated page for Mother’s Day products, or displaying top-selling gifts for Mum on your homepage. Directing customers more easily to the types of products they’re looking for, will improve the shopping experience and hopefully your conversions too!
2. Promote for growth
Shoppers are always looking for a bargain, but you can make your promotions work for you! Why not offer a discount when customers reach a certain basket size, such as “$20 off for every $150 you spend.” Alternatively, look at offers that incentivise the number of items in-cart, such as “Buy 2+ items and get 20% off”. Running promotions that are centred around bigger basket sizes and higher-margin products, can enable you to deliver value to the customer, without damaging your bottom-line.
3. Utilise social channels
If your customers, or future customers, are researching gifts on social, then it’s the place you need to be! Take an organic approach by posting your promotions, and the specific Mother’s Day products you’ve chosen to feature - don’t forget to include relevant hashtags that consumers may be searching for such as #mothersday. You can also take a paid perspective and run some social campaigns or boost your organic posts to target new customers.
Whatever your approach to social, we’ve put together some handy Mother’s Day templates you can use to reach customers!
4. Leverage your in-store presence
Make it a seamless experience for your customers to shop both online and in-store by amplifying your omni channel presence and replicating the key products and offers you have online in prominent locations across your store. Better still, why not drive customers into your store with an in-store only offer or experience not available online.
For those last minute in-store purchases, how can you use your in-store space to assist your customers in finding the perfect gift for Mum? Have your customer facing teams prepped with your top Mothers Day gift ideas, pre-wrap best selling items and create an in-store ambience that evokes and delights as many senses as your product range allows.
5. Reach repeat customers
Now is a great time to look back at your database to see which customers purchased a Mother’s Day gift from you last year. Running some segmentation on your existing customers can help you create a more targeted message for your emails, and as you know these customers already think Mum’s love your products, you have a stronger chance of selling to them once more.
6. Offer a little extra
At Mother’s Day we all want our Mum to feel special, so take a look at what else you can do to make your delivery extra special. Ideas include offering complimentary Mother’s Day cards, providing gift wrapping services for a fee, express delivery services, free chocolates and more. Whatever you need to differentiate your brand and make buying from you a more special experience will help.
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