Mother’s Day: Plan your campaign now to capitalise on this £1.34 billion-pound spend retail holiday

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March hails several dates for celebrating the women in our lives, with International Women’s Day on the 8th and Mothering Sunday on the 27th. The latter is one of the biggest e-commerce shopping holidays: in 2021, retail spending on Mother’s Day in the United Kingdom was projected to reach £1.34 billion.

Mother’s Day is just around the corner. If 2021’s Christmas spending is any kind of indicator (budgets increased by £200 to £1,108), you don’t want to miss out on this consumer holiday. Here are Lengow’s tips to help you plan your Mother’s Day campaigns.

Highlight your best Mother’s Day products for a smooth path to purchase

In 2021, Mothering Sunday fell on 14th March. Consumers began searching for and buying products at the beginning of the month. This means now is the time to identify products that will appeal to buyers as Mother’s Day gifts and create a category specifically to showcase them, accessible from your home page.

Make it easy for your customers to find their ideal gifts. While common culprits are luxury hampers, fragrance and beauty and flowers, spending also goes on fashion and electronicsSegment your products by category, price and size. Highlight your best selling products and create a “top sellers” for under £XX section… make site navigation as easy as possible to help shoppers find what they’re looking for quickly with a smooth path to purchase!

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Send a newsletter highlighting the best gifts from your store’s collection for mums and reminding customers that the date is approaching. Consider also using promotional offers with an expiry date, i.e.: order before the 23rd March for a 10% discount, free shipping, etc. Limited deals create a sense of urgency and can encourage potential buyers to make a decision.

While heavy marketing can result in robust sales, certain brands such as Etsy and Aesop offer opt-outs for Mother’s Day marketing content. Since, for some, this holiday can be a sensitive matter, you can connect with those customers and demonstrate that your care about their well-being by offering this option. In turn, the customer’s relationship with your brand will be strengthened.

Convenience is key for today’s shopper

While we rely on our mother’s to be organised, this isn’t always the case for today’s shoppers. Bear in mind, gift purchasing may be left a little last minute. Last-minute delivery is a great asset for any online shop and couldn’t be more helpful on a day like Mother’s Day. 

Making sure customers receive their orders on time and allowing them to return them easily is the best way to build customer loyalty. Differentiate yourself from the competition by guaranteeing delivery before Mother’s Day on your website. Don’t forget to mention this guarantee clearly in your newsletter to reassure your customer base. Guarantee shipping before the 27th if the products are ordered before a certain date. If you can offer next day delivery for last-minute gifts bought on the 25th, even better!

Offer different delivery methods (including click and collect, home delivery if you have a physical shop, and collection points). Provide shipment tracking and notification of any changes in the order status. You can also offer free delivery for purchases over a certain amount.

Save time and effort for your customers

To win at Mother’s Day 2021, make sure your gifting experience is optimised and personalised. Free themed packaging or gift wrapping for a set price and the option to personalise a note with the gift will add a nice touch to your service, and importantly, save time and effort for your customers! The ability to bill to a different address is also helpful. It allows consumers to have a gift delivered directly to the recipient.

Customer experience should be a key part of your strategy if you are a pure player since it is one of the best ways to create a long-term relationship with your customers online.

Boost product visibility via social commerce

77.9% of the British population is active on social media. Social commerce is, therefore, an essential lever to promote your products for this retail holiday. Time to inspire your customers to purchase! 

Instil a sense of urgency is with a countdown on your social network. Throughout the period leading up to Mother’s Day, promote your products on your social networks such as Instagram and TikTok. Don’t forget to target and adapt the tone and graphics to suit your target audience. If your brand is on Pinterest, make sure you create boards consolidating all of your gift ideas for Mum. By offering a list of products that have been specifically chosen to suit your target audience, you multiply your chance of converting visits to sales.

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Naomi Botting

Senior Communications Manager - UK, Northern Europe, China

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