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7 Promotion Ideas for a Profitable Mother’s Day

Americans spend upwards of $20 billion each year on Mother's Day.
Andrew Deen has been a consultant for startups in almost every industry from retail to medical devices and everything in between. He implements lean methodology and currently writing a book about scaling up business. Twitter @AndrewDeen14
Andrew Deen has been a consultant for startups in almost every industry from retail to medical devices and everything in between. He implements lean methodology and currently writing a book about scaling up business. Twitter @AndrewDeen14

With heavy-hitters like Christmas and Easter dominating holiday marketing, it’s easy to forget that holidays like Mother’s Day can really help boost overall sales. In 2015, Mother’s Day spending was around $21.2 billion, to the tune of a $173 average per shopper, up 7% from the year before. Clearly, Americans love their moms (and wives), and want to do something special for them on Mother’s Day. As a retailer, there are so many ways you can capture the attention of shoppers who want to spoil their moms. Here are 7 promotion ideas you can try that could help you boost sales without shelling out too much cash on marketing.

1. Send a Reminder via Email

We all know people who need a little extra nudge to get their Mother’s Day shopping done. There’s probably several of them on your company email list, and some of those customers could really use a reminder that the holiday is coming up. Sending an email reminder (a reminder that could incorporate a coupon or other promotion you have going for the holiday) is a great way to get your customers thinking about their holiday shopping—and give them some ideas for what to buy from you.

2. Put Together a Gift Package or Create Seasonal Products

While many retailers choose to make Mother’s Day-specific products, not everyone has the time or budget to take on this kind of project. Depending on your business, it may not be a good investment for you, but that doesn’t mean you have to give up on Mother’s Day products altogether.

Instead of creating a product line for Mother’s day, consider putting together a gift package from items you already offer. ThirdLove did a combination approach in 2017, offering a package that included a silk eye mask (not a regular item), drawstring bag, and a $75 gift card. They also donated 10% of the proceeds to a non-profit organization supporting safe and healthy pregnancy and childbirth, further giving customers a reason to buy the gift package. Other options besides gift packages could include a Mother’s Day-specific color or flavor in popular products you offer.

3. Throw in Fast Shipping

Free shipping is a big incentive for customers shopping online, and it can sometimes take the place of other discounts. If you were prepared to offer sales for Mother’s Day, consider offering expedited free shipping instead. Last-minute shoppers will appreciate that they don’t have to shell out extra money for two-day shipping, and you won’t have to offer a sale on the item itself to make customers happy/

4. Create a Banner

Don’t make shoppers hunt around on your website for the products their moms want—make it easy to find your most popular Mother’s Day Gifts. A banner on your homepage announcing Mother’s Day specials and products is a great way to accomplish this. Route the link on the banner to a page of your best Mother’s Day gifts, blogs with tips for the holiday, and any other value you can offer your customers.

5. Get Competitive

Everyone loves a contest or giveaway, and it’s a great, inexpensive way to build up buzz around Mother’s Day. Consider hosting a photo or essay contest if you have time to judge it, or a simple sweepstakes if you don’t. It’s an easy and affordable way to build up your email list, and you can even send a coupon out to the entries who didn’t win, prompting them to come to you for their Mother’s Day gifts. Contests are fun, build goodwill, and can generate lots of leads for your business for the cost of a few products!

6. Build a Gift Guide

There are all kinds of mothers in this world, and there’s no one-size-fits all approach that’s going to appeal to different tastes. Looking at advertising, however, you’d assume that every mom wants jewelry, flowers, and perfume. Consider putting together a gift guide that gives suggestions for moms with different interests. For example, you could put together different gift suggestions for the mom who loves sports, the sentimental mom, and the bookworm, catering to many different tastes, and attracting customers who want to give their mothers a customized gift tailored to her unique tastes.

7. Offer Value

Not every type of marketing has to offer a hard sell. Providing potential customers with value, in the form of a blog post or Pinterest board on DIY Mother’s Day activities and gifts, can help build trust and goodwill without advertising or offering a discount. While many people will use these resources without buying, others will be drawn to your business thanks to the value you’ve offered them.

AT&T, T-Mobile and Verizon should be turning the volume up. Their current quiet murmur is just not enough.