Ten Tips For Making The Most of Mother’s Day Marketing in 2023

According to the National Retail Federation, Americans are on track to spend about $31.7 Billion on Mother’s Day in 2023. 

It’s estimated that we will spend about $246 per person on average this year. Mother’s Day is the second biggest shopping holiday in the US, after Christmas.

According to data collected by the NRF, Jewelry is the biggest leader for Mother’s Day gifting, with the sector enjoying a steady rise over the years to a total of $6.98 billion spent in 2022.

Second most popular gift: special outing, which racked up about $5.28 billion in sales last year. 

While it may seem that Mother’s Day recipients are straightforward, there are many types of moms out there being gifted: Mother or Stepmother, Wife, Daughter, Sister, Grandmother, Godmother and even friends are among those that can expect gifts.

So what does all this Mother’s Day spending mean for you?  The NRF reports that about 32{5c94e41db43f1643af886a760ed785f3e6f3e4efec1ac57b512d948d7f011ae0} of all American consumers look to retailers and brands for gift inspiration.  

If you’re a retailer, focusing on displays, specials, and great jewelry selection is one way to maximize sales in your store.

Brands that sell in both stores and online can create an all-encompassing promotion that should be able to work in both the digital realm and translate into great brick and mortar retail experiences.

Here are ten ideas to help you get started:

1.       Start planning and executing for Mother’s Day early.  Mother’s Day this year is Sun, May 14, 2023.  Waiting until mid-April to start pitching your ideas to consumers and retailers is cutting it too close for major success.

2.       Create a gift guide on your website that is maximized for Google success.  Include a mix of high and low cost choices, and really try to capture the complexity of the date.  Mother’s Day shoppers have been more brand aware than with other holidays in that they tend to run searches for classic brands names they feel will resonate with their moms.

3.       Offer product personalization.  Monogramming, creating a special blend of products geared for moms of all ages, an interest-specific gift set such as for the gardener, flower lover, art lover, ect are all ideas that can help make mom’s gift more meaningful.

4.       Blend product with an event.  If a particular mom loves to cook you can offer a set that includes a cookbook, kitchen items, and an online cooking class.  For brands hoping to capture their current customer base a little research into the types of activities their customers prefer will really help.  Do they love yoga and organic skincare?  A yoga class matched with a self-care kit is perfect.

5.       Make shopping easy! Create a display on your website and in your store that speaks to Mother’s Day gifting so shoppers don’t get sidetracked.  Offer easy returns, and free shipping if mom is not local to your retail site, or if you’re selling online.

6.       Include a snappy giveaway in which customers handover their email address in exchange for being entered to win.  In that way you can continue to reach out to them throughout the weeks leading up to Mother’s Day to offer more gifting ideas and deals.

7.       Keep non-moms and self-gifters in mind!  Some of us have kids with paws and love to be indulged on Mother’s Day as well.  Many items in the “non mom” category are self-gifted so employing a “no shame” promotion could do really well for your brand or store.

8.       Add extra incentives like discounts, and gift with purchase to make consumers warm to your brand.  Shoppers have come to expect something extra when it comes to holiday shopping, so don’t disappoint them.

9.       On social media and websites, create interesting Mother’s Day content.  This can mean different things depending on your brand.  Nostalgia however seems to always work well when it comes to family oriented holidays.  You can create a series of videos, reels, stills, slideshows, and stories that appeal to your core customer’s demographic.

10.   Consider a monthly or quarterly gift box subscription.  Gift boxes have become exceptionally popular over the past few years, and when it comes to Mother’s Day it’s a great idea.  Nearly 39{5c94e41db43f1643af886a760ed785f3e6f3e4efec1ac57b512d948d7f011ae0} of those surveyed thought that a gift box subscription was a great Mother’s Day gift. 

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