5 Simple Last-Minute Mother’s Day Marketing Ideas for eCommerce
It’s that time of year again when husbands, wives, children, and other friends and family start searching for the best Mother’s Day gift. Therefore, (if you haven’t already) it’s time for your business to start marketing for your best mother’s day-themed sales.
Thankfully, one-third of shoppers wait until a week before to shop, and 18% procrastinate until the last 48 hours to buy gifts, so there’s still plenty of time for you to target the Mother’s Day crowd between now and Sunday. And not only are consumers shopping for moms, they’re also buying gifts for stepmothers, wives, daughters, sisters, grandmothers, godmothers, friends, and other relatives, too.
According to Search Engine Journal, last year consumers spent around $21 billion on Mother’s Day — and mom’s are getting more monetary love every year. Below are five quick and easy ways to connect with your last-minute eCommerce shoppers. Good luck!
1. Create a Mother’s Day Shop Page
Last-minute shoppers tend to be in a hurry. If they can’t find what they’re looking for on your site, they’ll most likely bounce and shop elsewhere. Or worse, they’ll remember the poor user experience and be less likely to return in the future.
However, a simple way to combat this is to dedicate a whole page to Mother’s Day-only products. Link to the page right on your homepage (and focus your marketing tactics on this page) so consumers can easily shop your holiday sales.
2. Create Pinterest Boards for DIY Gifts
More likely than not, users are hastily browsing Pinterest for cute last-minute Mother’s Day gift ideas. Not only is this is great opportunity for brand awareness, you can promote your Mother’s Day-themed products and sales on a platform where people are already looking for similar content. Between their Promoted Pins and Buy It buttons, marketing on this platform is the perfect opportunity to reach new customers (and delight existing ones).
3. Offer Free 2-Day Shipping
The issues many consumers have with last-minute shopping are that stores are out of what they need, and online stores won’t ship on time — and no one wants to give overdue gifts. Make your business stand out by offering free 2-day shipping (or even discounted overnight shipping) to ensure your customer gets the perfect gift at the perfect time.
4. Send a Mother’s Day Email Series
It’s been argued that email is a dying marketing channel, but studies show that is far from true. With the rise of mobile and wearable technology, people have more access to their email today than ever before.
Here are just a few reasons and ideas an email marketing campaign can benefit your business:
• Remind procrastinating consumers that Mother’s Day is just around the corner
• Highlight your one-time-only Mother’s Day products or services
• Offer coupons or free shipping deals throughout the week
5. Create a Social Media Campaign
Making use of a trending hashtag (such as #MothersDay) is another way to both raise brand awareness and promote your Mother’s Day-related deals. A well-used, but effective campaign is to create a unique hashtag to launch a Mother’s Day photo contest (where your users share their favorite photos of themselves with their moms).
6. Step Outside the Box
Usually it’s safest for businesses to stay neutral when it comes to politics. However, Mother’s Day is an enormous opportunity for your business to stand out from the norm. Some families don’t have a mom and some may have two moms, and this is a great opportunity to market to those consumers who may feel overlooked and underappreciated during this holiday.
Parenting.com is a great example of using content marketing to remind those that Mother’s Day isn’t a common holiday for everyone.
Bonus tip: create Mother’s Day content (without focusing on promotion)
It’s important to remember that not everyone who visits your website is ready to buy. Grab their attention with non-promotional Mother’s Day-related content to inspire them to come back to your store when they are ready to purchase.
Don’t forget to make a note of your favorite tactics so you can get a headstart on your marketing for next year, too!