With Mother's Day around the corner, it's important to remember how much of an opportunity this holiday represents for merchants in specific verticals. Spending on moms has steadily risen steadily over the last few years, so competition in the market is fiercer than ever.
Retailers can use several strategies to stand out, drive sales, and engage customers during this busy shopping period. Whether you're an established eCommerce business or a new player, having a solid plan is imperative to make the most of Mother's Day.
Let’s look at last year’s buying trends to understand what people will buy for one of the first major gift-giving holidays in 2024 and beyond.
Mother’s Day spending is on the rise
In 2023, Americans celebrated Mother's Day with record-breaking enthusiasm, spending a whopping $35.7 billion, as reported by Storyly.
This figure represents the fifth year of steady growth in spending for this special day. This upward trend continues, largely thanks to the convenience and variety offered by online shopping and eCommerce platforms. On a household level, the average spending hit $274.01 this year, showing a significant jump of 11.5% compared to last year.
What do people typically buy for Mother's Day?
A survey by the National Retail Federation reveals exciting insights. The top spending category is special outings and experiences, racking up $5.6 billion. Close behind, jewelry shines with $5.1 billion, and flowers bloom at $3.3 billion in purchases. Other notable gifts include gift cards at $3.1 billion, clothing at $2.8 billion, and personal services like spa treatments, which pampered many moms with $2.4 billion in spending.
Here's a full breakdown of Mother's Day spending by category in the United States in 2023:
- Special outings and experiences: $5.6 billion
- Jewelry: $5.1 billion
- Flowers: $3.3 billion
- Gift cards: $3.1 billion
- Clothing: $2.8 billion
- Personal services (e.g., spa treatments): $2.4 billion
- Electronics: $1.8 billion
- Home decor: $1.7 billion
- Books/music/movies: $1.1 billion
- Other gifts: $8.8 billion
These numbers show how varied moms' tastes are—from unique experiences and personalized presents to self-care goodies and classic choices like flowers and jewelry. Retailers can tap into these trends to boost their Mother's Day sales in 2024 and beyond.
How to make your Mother's Day campaign shine in 2024 and beyond
You can enhance your Mother’s Day by leaning into the trends and preferences of modern shoppers. Here are some ideas to consider:
Personalization is key
Personalizing your brand can make it stand out and leave a memorable impact on your customers. Consider tapping into data from past purchases, how they browse, and what they're interested in. This way, you can craft tailor-made offers and recommendations for each customer. It's a fantastic way to boost their shopping experience and chances of buying something.
Inclusivity is important
Mother's Day usually shines a light on biological and adoptive moms. Still, it's key to acknowledge the various mother figures in our lives, including stepmoms, grandmothers, single dads, or pet moms. On the flip side, many feel like Mother’s Day is a sensitive issue and one that might even be painful. Expanding your marketing to celebrate all these roles reflects diversity and inclusion, which 71% of consumers appreciate, and broadens your audience appeal.
Leverage social media and user-generated content (UGC)
Platforms like Instagram, Facebook, and TikTok are great for showcasing your products in a fun way and for encouraging your customers to share their own experiences with your products. Seeing real people use and enjoy your offer can build trust and authenticity. Plus, with 79% of people saying that user-generated content influences their buying decisions big time, it's a strategy worth embracing.
Support a cause
Many people today care about supporting businesses that match their values, especially those that support social causes. How about teaming up with a charity or group that helps mothers and families who could use a hand? You could donate part of your sales to them around Mother’s Day. It’s a great way to do some good and simultaneously, draw in customers looking to make a positive impact with their purchases.
Proven marketing tactics to boost your Mother’s Day sales
We've compiled a series of practical Mother's Day marketing tactics to enhance your sales during this period.
Send gifting ideas via personalized emails
Choosing the perfect gift for your mom can be quite the puzzle, but you've got the power to help your customers crack it. Why not guide them with curated content of gift ideas, handy buying guides, and the best deals around? Reach out with dedicated email campaigns to make their decision more manageable and personal.
Create FOMO (Fear of missing out)
Savvy marketers use FOMO to their advantage by compelling people to take action. Create a sense of urgency among your customers by attaching a countdown timer to your best deals or offers to boost your Mother’s Day sales.
You can use popup forms with a countdown timer to create urgency and boost conversions. It lets you match your branding with your customized message and colors and takes a few clicks to set up.
Try AfterShip’s countdown timer feature.
Offer something for free
Understanding the psychology of FREE reveals just how much people love freebies, giveaways, and discounts. This insight into buyer behavior can be a game changer for boosting your sales this season. Consider enhancing your offerings with enticing freebies. Whether it's free shipping, a discount coupon, or a small gift with a high-ticket purchase, leveraging this strategy can significantly enhance your customer's buying experience.
Use AfterShip Personalization’s free shipping bar to promote free shipping offers with progressive messages.
Build trust with social proof
To build trust with potential customers, showing them they can rely on your brand is key. Social proof is a powerful way to do this, especially in your Mother’s Day emails. Consider adding star ratings, reviews, testimonials, or photos from influencers and customers from social media to add credibility.
AfterShip offers a feature for social proof popups that display recent sales, helping build trust and a sense of urgency for your products.
Inspire shoppers to buy more
To boost your sales, try to motivate shoppers to purchase more by showcasing products they like. Also, offering personalized suggestions can spark impulse buys, improving their shopping experience.
Additionally, leveraging a progress bar and giving shoppers a spending goal is key to increasing their average order value.
Suggest thoughtful, last-minute gifts
Believe it or not, many folks wait until the last minute to take action. You can help them avoid that last-minute scramble by sending great last-minute gift ideas to their inboxes.
Last-minute gifts may include items that can be delivered quickly or digital gifts that can be sent immediately via email.
So, if you want to get the most from this year's Mother's Day, this is the right time to take action with these handy marketing strategies to get those dollars pouring your way.
Doing more with your Mother's Day campaign
There is still time to enhance your Mother's Day campaign and boost those sales. By incorporating these strategies and staying attuned to current trends, you can make the most of this holiday season and set yourself up for success in 2024 and beyond.
Remember to keep your marketing personal, inclusive, and socially conscious while highlighting what makes your brand unique. Employ tactics like social proof, personalized suggestions, and last-minute gift ideas to motivate buyers. And remember, these strategies aren't just for now; they work wonders for any holiday or event throughout the year.
Tools like AfterShip can help you create an end-to-end experience for your customers and maximize your sales potential during the holiday shopping season. Try AfterShip Personalization today!
