Mother's Day is one of the most universally-celebrated holidays (and most profitable for online retailers). In past years, consumers spent an average of $168.94 on loved ones. This year, however, the National Retail Federation (NRF) is anticipating a 3.6% drop in spending over last year - dropping that number down to $162.94.
With that in mind, take a look at what consumers intend to buy and how much they're willing to spend:
- The majority of consumers will shop online - 60% of consumers plan to purchase gifts online (50% on personal computers, 10% on mobile devices)
- Consumers purchase gifts 1-2 weeks prior to Mother's Day - 27% of shoppers plan to purchase 2 weeks before and 30% plan to spend one week before Mother's Day
- Mothers want to spend quality time with families - 44% of mothers want to spend quality time with families over receiving gifts. 29% want gift cards, 28% want flowers, 26% want jewelry, 26% want to dine out.
- Consumers will buy flowers - 37% plan to purchase flowers, 29% will spend quality time with loved ones; 24% will send e-cards or greeting cards, and 19% will purchase gift cards
- Majority will spend between $50-$99 - 26% of consumers plan to stay within $50-$99 on Mother's Day gifts; 20% will spend between $100-$249 and 19% will spend between $25-$49
Last-Minute Strategies to Boost Sales This Week
Offer Free or Discounted Shipping - Nearly 76% of consumers are looking for free or discounted shipping this Mother's Day. Guarantee shipping discounts to those who order by a certain date and be sure to clearly state these promotions across your website and marketing materials.
Last Minute Marketing Email - Put together a marketing email highlighting the fact that Mother's Day is right around the corner. Include a "gift guide" of sorts showcasing popular gift ideas, and be sure to display shipping deadlines and "order by" dates clearly in the email.
Start Pinning - 60% of Pinterest users visit this popular site to find gift ideas and typically spend more onsite than other social platforms (Facebook, Twitter, Google+). If you haven't already, promote some of your most popular Mother's Day gifts by creating a catchy image for each product. Be sure to include the price in your description with a link to purchase directly from your site.
Go Social - If your company is offering Mother's day promotions (product discounts, shipping offers, gift wrapping, etc.), be sure to announce it on social media. Facebook & Twitter advertising offer affordable options to promote last-minute deals.
by Samantha Warner
Marketing Extraordinaire
Sources:
National Retail Federation - https://www.nrf.com/modules.php?name=News&op=viewlive&sp_id=1813
PRNewswire - https://www.nrf.com/modules.php?name=News&op=viewlive&sp_id=1813
Bigcommerce - http://blog.bigcommerce.com/mothers-day-fathers-day-store-prep/