Did you know that Mother’s Day is one of the top five U.S. consumer spending events, with a whopping $31.7 billion spent in 2022 alone? That’s right, 84% of shoppers plan on celebrating Mother’s Day, so as a business owner or marketing manager, it’s an event you can’t afford to ignore!
To help you prepare for Mother’s Day, here are some useful statistics.
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Dominate Those Shopping Campaigns
Did you know that 46% of people are planning to buy their Mother’s Day gifts online? Actually, Mother’s Day has one of the highest expected rates of online shopping in 2023 compared to other gifting holidays. In other words, you better be running online shopping campaigns on all relevant advertising channels for this occasion.
Make sure you increase your exposure on push platforms such as social media, with increased budgets and relevant creatives, and also be aggressive with bidding strategies on PPC platforms like Google Search and Bing, as this is a very competitive time for digital advertisers.
Another important thing to consider when running online campaigns is having an optimized product feed. Did you know that an unoptimized product feed leads to low conversion rates and higher cost per purchase and may even cause glitches in your shopping campaigns? The most important thing you can do to avoid all these things is simply to use a tool for product feed management and optimization.
Try using Feeditor and create optimized feed versions for each advertising channel. Remove low-performing products that might be wasting your budget to make the most out of your time, energy, and campaigns.
Don’t Miss the Chance to Upsell
Another interesting statistic is that around 75% of people gift greeting cards on Mother’s Day. So, make sure you offer special Mother’s Day greeting cards in the shopping cart as a “you may also like” upsell or add a greeting card category on your website. And, of course, don’t forget to show off your beautiful cards in your paid ads.
Inspiration is Everything
32% of consumers say they often, or always, rely on brands for for Mother’s Day gift inspiration.
This is a great opportunity to create a special gift guide on your blog for Mother’s Day utilizing your products. You can also integrate something like an interactive quiz on your website to help visitors filter and find the perfect gift. This method will attract relevant traffic, increase engagement, and boost conversion rates, so don’t sleep on it.
Now, let’s focus on what you need to highlight in your Mother’s Day campaigns:
Make it Extra Special
Did you know that while picking out a Mother’s Day gift 46% of consumers look for something unique or different? Therefore, in your ads, make sure you emphasize how your products are not the generic pick or highlight the values your business stands for to make it extra special and valuable.
Even if you think your products are not exactly an “obvious fit” for a Mother’s Day gift, try to have fun with it and find unexpected connections for a creative campaign. You might be surprised by the results…
Make it Last
Meanwhile, not surprisingly, 41% of consumers focus on gifts that create a special memory. That would be an opportunity to integrate user-generated content into your creative strategy. Ask your clients to share about the special moments they were able to create with your products or services and promote it as an ad.
Partnering with content creators is also a great option, asking them to share with their audience how they are going to make Mother’s Day special and one to remember for their moms by leveraging your products. Make sure you showcase real people and real stories as much as possible and focus on video content, as this is the best and most engaging way to capture your audience.
Don’t Forget About Grandma
For your audience, Mother’s Day is a great opportunity to show some love and appreciation not just to their mothers but to their grandmothers too. For you, it’s an opportunity to increase the potential of your business and upsell.
In your campaigns, use creatives that promote gifting for moms and grandmas and add a special offer for those who buy gifts for both of them. There are about 85 million moms in the United States alone, so make sure they are all celebrated this year.
Invest in Your Community
Research has shown that consumers are more likely to buy from brands that are actively invested in their community. As a business owner or a marketer, make sure you give back to the community. You can donate part of your earnings to women’s organizations, raise awareness of a certain issue close to your heart or do anything else that can be valuable to your target audience.
No matter what type of business you have – retail, restaurant, or service provider, there are many ways to get involved in the Mother’s Day celebration. Make sure to plan ahead and take advantage of all the digital marketing tools available to you, such as social media, search engines, email marketing, and more. Good luck!