Even though we all know that Mother’s Day comes every year, 48% of people shop for a gift last-minute or scramble to make a DIY project in the last hours before the holiday. Businesses are more likely to push their products three days before Mother’s Day Sunday to capitalize on procrastinators. Use these promotion ideas that will catch the attention of last-minute shoppers.
Encourage Engagement on Social Media
Social media is your friend during any holiday season because increasing engagement on other websites will help your brand receive sales. Ask questions on posts, like “What do you love most about your mom?” so the audience feels invited to comment.
PRO TIP:
Flowers continue to be one of the most popular purchases on Mothers Day, making up 67% of all gifts. Retailers can leverage the opportunity to talk about how wonderful it is that their flowers can be delivered on the same day it was ordered to ensure their gift comes on time. Then, they could ask if there was ever a time a gift mishap turned into a funny story.
Adding humor is a great way to encourage an audience to engage.
Give Back to Mother’s in Need
We all want to give back to our community, but many of us don’t know how to do it or which charities are legitimate. Advertise a specific item, like a bracelet or shirt that has a charity attached to it. Tell your followers that part of the proceeds from the purchase of those items will go to a local or international organization that will help Mothers in need.
PRO TIP:
Always choose a well-known or trusted charity to maintain the trust of your customers. Organizations like Every Mother Counts, Carry the Future, and March for Dimes are all respected and do great things for children and Mothers around the world.
Create a Mother’s Day Gift Guide
Last-minute shoppers who need to purchase something immediately will browse the Internet for a comprehensive Mother’s Day gift guide. If you have a virtual storefront, be sure to place this guide on the front page. Brick-and-mortar stores should create their own printed list or section in the store dedicated to products that target shoppers that need gift ideas right now.
PRO TIP:
Users will “add to cart” and leave suddenly often, so set up dynamic ads that target visitors when they search other platforms. For example, if I left a plant for Mother’s Day in my cart at The Bouqs website, I may start to see targeted ads for that item on Facebook. Your business could upload images from your product catalog that looks exactly like the one in their cart.
Gift-giving guides offer convenience and simplicity, which can help you make sales.
Ask for User-Generated Content
User-generated content is valuable for any business because it proves to an on-the-fence user base that you’re trustworthy. When The Body Shop ran their campaign that asked their customers to share photos of their Moms, thousands of people responded without the incentive from a contest, a 20% off coupon, or free shipping. They did it because they liked the brand.
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Customers look for social proof, and user-generated content is the best way to earn consumer trust. Don’t forget to share these posts on social media to encourage more posts!
Launch a Giveaway During Mother’s Day
Giveaways serve a double purpose for your store: they allow you to gain more emails from your customers, and they improve your brand awareness. Launching a giveaway is a great way to get new customers because everyone likes to win free stuff. Depending on how profitable your brand is, you may have to start small and earn your way up to offer bigger prizes.
PRO TIP:
Once the giveaway is over, you should email your subscribers immediately to inform them the giveaway is over and that you’re happy they took the time to enter the contest. Run a few tests to see how many emails (or leads) turn into customers, so you can keep track of your CTR conversions. Email campaigns can encourage new customers to buy.
More leads will lead to more customer growth, which will eventually lead to more sales.
Use an Incentive to Drive Sales
Offering something with an order can make it more likely that a customer will purchase from you. For example, your business could offer a gift with purchase, free shipping, or a coupon if they buy up to a certain amount. On the other hand, companies could give a free gift away when a user inputs a coupon. Adidas pulled this off by offering a free bag on Mother’s Day.
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Facebook is one of the best places to pull this off because they have targeted advertisements. However, they do prefer substantial offers, like 20% off discounts.
Produce Interactive and Engaging Mother’s Day Content
It’s essential to create value for your customers, and one way to do that is to make content that is both helpful and engaging. Not every Mother’s Day blog post, podcast, or YouTube video has to be pushy or salesy because your customers are likely to gloss over you. Inspire shoppers by creating educational content, like brunch recipes, DIY lotion tutorials, or the perfect poem.
PRO TIP:
As mentioned, educational content is key. Infographics can get the point across to your audience without bogging them down with information overload. However, that format won’t work in video format. For podcasts and YouTube channels, stick to highlighting your personality rather than just gunning for the sale. Use the video format to show off physical products.
Showcase your brand through makeup tutorials, interviews, and outfit hauls in any medium!
Use Those Hashtags
Create a Pinterest Board Specifically for Mother’s Day Products
Does your business have a Pinterest account? If it doesn’t, then you’re missing out on a fantastic marketing source! Pinterest is the fourth most popular social media platform, is used globally, and is incredibly popular with women. People use Pinterest to discover new products and gain inspiration for projects. Plenty of new customers will find your brand through Pins.
PRO TIPS:
Create your own Pins and pin them to a board you create. Ensure the board is searchable through multiple “Mother’s Day” keywords, so else no one will find you! Don’t forget to pin other people’s Pins to your boards because it will make your brand more searchable.
