Maximising sales on Mother’s Day

Posted on: 26 March 2014

The UK Mother’s Day market is worth an estimated £400 million. Last year, over £55 million was spent on Mother’s Day cards alone.

Mother’s Day is this Sunday, 30th March. Not only is it a day to celebrate how great our mums are, but for retailers it’s the biggest event of the spring season.

Here are our top tips for giving your retail business the best shot at reaping the benefits. Read our guide on maximising seasonal events for retails for other ideas.

Save dads time

After birthdays and Christmas, Mother’s Day is the most popular occasion for buying a card. However, even though over £55 million is spent on Mother’s Day cards every year, it’s not always easy for dads, husbands and partners to find the time to choose one for their own mum or one on behalf of their children.

Here are our tips to help encourage them to buy from your shop instead of your competitors’:

  • Promote your Mother’s day range in your shop window to entice people in and encourage impulse buying in your shop.
  • Position your Mother’s Day cards next to the door, organised into simple, visible collections so that those with mum on them are distinct from those with mummy, nan, grandma and granny.
  • Your buyer knows that he wants a humorous card for his partner and a more serious one for mum – so group your cards in styles as well.
  • Position gift ideas and associated purchases, such as stamps next to your cards. Hopefully your buyer will leave your shop with more than just a card.

The most common choice of gift on Mother’s Day is flowers, with 33% of respondents to a recent Valued Opinions online survey saying they’d chose them this year. So, if you sell fresh cut flowers or plants in store, focus on the presentation. This may mean investing extra time before you open on Saturday morning to arrange and display them in the best way that you can.

If you don’t sell fresh flowers but have invested in other Mother’s day gifts, promote them on the front page of your website and make sure they are visible if a visitor searches for ‘Mother’s Day’ on your website. Be clear about your delivery options and consider offering express delivery so that last minute buyers know that you’ll deliver on time. It’s also good to remember to mention the benefits of your products, not just the features, when describing what they are on your website.

Try using your Twitter account to motivate dads who are looking for inspiration through social media. Using the hashtag #MothersDay, you can include photos of gifts and offer inspiration for other Mother’s Day activities too, such as recipe ideas.

Save sons and daughters money

30% of Mother’s Day cards are homemade. So even if your shop doesn’t sell Mother’s Day cards, you can provide children with the tools and ideas to make their own for free. This provides you with a great opportunity to engage with them and their parents while they’re in store.

In today’s cash-strapped economy, more and more people are entering online competitions to win things for free. Those who have a Twitter account may be interested in entering a competition to win a present for their mum. Again using the hashtag #MothersDay, you can invite people to tell you why their mum deserves something special this Sunday for a chance to win one of your best selling products. Engaging with your customers in this way is a great opportunity to build customer loyalty longer term.

Inspire other mums

Of all the buyers on Mother’s Day, probably the most interested in finding something different are mums themselves. Because they know what it’s like to receive a Mother’s Day gift.

A recent survey by Nielsen found that 66% of UK consumers are more likely to purchase a new product having seen it in a shop, compared to 34% having seen it on a billboard or outdoor poster.

This means that retailers need to make themselves and their products noticeable to potential buyers who are also mums. Since 88% of the 4.1 million British mothers on Facebook log in almost every day, and on average they have 1.15x as many friends as other UK women, Facebook is a great channel through which to promote your business in the run up to Mother’s Day. Which is handy, because in the Nielsen survey, friend and family recommendation is another powerful purchasing influence (68%).

All this means that Facebook is a valuable tool for reaching your customers and spreading the word about the unique Mother’s Day products you sell in your shop. If you do, you will be interested to hear that Facebook says 12pm-3pm is the most popular time for mums to access Facebook in the week.

It’s not too late

You would be forgiven for thinking that it’s too late to be implementing the ideas in this article given that Mother’s Day is a matter of days away. However, 70% of consumers wait until the week of the event before buying a present. So our view is this: pick the strategies that you think will work best for your business and give it all you’ve got.

Sources:

http://www.mintel.com/press-centre/social-and-lifestyle/fathers-day-gift-market-analysis

http://www.greetingcardassociation.org.uk/resources/for-publishers/the-market/facts-and-figures


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