Tuesday, May 6, 2014

Last Minute Ecommerce Strategies for Mother's Day

Mother's Day is fast approaching and nearly thirty percent of consumers still have yet to purchase gifts for their loved ones. We've gathered some interesting statistics highlighting consumer spending along with last-minute marketing strategies for retailers to boost sales this week.

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

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/