Unless you’ve been doing business under a rock lately, then you know that Mother’s Day is only a couple of weeks away. And while it isn’t as huge as the holidays or the back-to-school season, Mother’s Day is still considered a significant shopping event that retailers should pay attention to.
If you’re still cooking up your Mother’s Day campaigns, or are looking for new ideas to spice up your existing ones, the tips and examples below should get you started:
Start sending Mother’s Day reminders to your existing customers
Lindsey Winsemius, Vice President at digital marketing tech company ApogeeINVENT, recommends that retailers take advantage of email marketing to put themselves in the radars of their customers.
“Use Email Marketing tailored for 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,” she says.
“You could include a list of gift ideas for Mother’s Day, highlighting your most popular products. This helps ensure your consumers are thinking of your business when it comes time for them to buy a Mother’s Day gift.”
You might also want to include a calendar or table that shows when customers need to place their orders (if they’re shopping online) and what shipping option to select if they wan their purchases to arrive on time.
One store doing this well is Casetify. Take a look at their email above. Not only did Casetify send out an effective promotion, but they also enclosed a handy shipping cut-off guide to so customers know their order deadlines.
Team up with other businesses
Get in touch with retailers in your area (preferably ones that complement your business or can offer something Mother’s Day-related) and see if they’d be willing to hand out your store gift cards or coupons in their location.
For example, if you own a spa or sell wellness products, you can team up with a shoe retailer and have them give away coupons for a free foot massage for every $200 purchase. Doing so creates win-win situation for both parties. The shoe retailer encourages shoppers to spend more, while you get added exposure and potential customers.
You can also create a contest with your partners. Check out this example from New Zealand-based apparel retailer The Shelter.
They’re currently holding a contest encouraging customers to share their favorite thing about their mom in order to be part of their Mother’s Day window installation. In addition, one commenter will win a prize pack filled with goodies from other merchants. Prizes include spa treatments, lingerie, Turkish towels, coffee, and more.
Encourage your customers to share their mom-centric stories
Mother’s Day isn’t just about giving gifts. The heart-warming stories that people share about their moms also play a big role during the occasion. This year, give your customers the chance to share their own stories with you (and drive engagement while you’re at it).
Consider what Apricot Lane Boutique in Chagrin Falls is doing. The retailer recently announced its Mother’s Day Makeover giveaway, which gives moms a chance to win a $500 makeover from the store. All participants need to do is share why their mom (or they, if they’re a mom) should receive a makeover.
Have a special Mother’s Day section on your site (and in your 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 homepage. According to Winsemius, this is another good way to get sales around the occasion.
“Create special deals around Mother’s Day gifts. Highlight these special deals on the homepage of your ecommerce website so visitors see them as soon as they reach your page.”
One retailer doing this well is Zazzle.com, which now has a great-looking banner on its homepage highlighting their Mother’s Day “Just for her” offer.
Note that this tip can also be applied in brick-and-mortar stores. If you’re running Mother’s Day specials or are promoting products as gifts, consider having a specific section in your shop where people can find all the mom-centric products they need in one place.
Running ads? Lead people to specific landing pages
If you’re running PPC ads for specific Mother’s Day keywords, you should consider creating special landing pages for your campaigns, instead of just letting people click-through a generic homepage.
“A landing page is a direct sale page that generally highlights a single product purchase,” Winsemius explains. “It is optimized to make sales, and is the best way to use a PPC campaign because it allows you to select very specific key terms, like Mother’s Day gift ideas.”
Offer Mother’s Day-specific products
Consider selling limited, mom-centric products at your store. If you make your own merchandise, for example, you could create specific flavors for Mother’s Day.
Take Chantal Guillon, a café and bakery with a couple of locations in San Francisco. Chantal Guillon specializes in macarons, and to celebrate Mother’s Day, they’ve created a limited edition Mother’s Day flavor for the occasion.
Offer convenience through bundles and complimentary services
A lot of shoppers need help finding the perfect Mother’s Day gift, so try to assist them in any way you can. Why not offer bundles complete with giftwrapping services, to give people a convenient shopping experience?
That’s what natural skin care store Scrubz is doing. According Roberta Perry, president at Scrubz Body Scrub, they make it easy for shoppers to give their products as gifts by “offering free gift wrapping complete with a customized card.”
Scrubz even has a special section on its site for Mother’s Day recommendations, filled with individual items and bundles alike.
Do you have any special retail plans for Mother’s Day? Share them in the comments!
About Francesca Nicasio
Francesca Nicasio is Vend's Retail Expert and Content Strategist. She writes about trends, tips, and other cool things that enable retailers to increase sales, serve customers better, and be more awesome overall. She's also the author of Retail Survival of the Fittest, a free eBook to help retailers future-proof their stores. Connect with her on LinkedIn, Twitter, or Google+.