Planning for Mother's Day

With Mother’s Day just a few weeks away, it’s hard not to look forward to flowers, breakfast in bed, and that warm fuzzy feeling – regardless of whether you’re on the giving or receiving end. It’s no wonder that consumer passions are so vigorously ignited by this holiday; Mother’s Day taps into the core motivations of some of the most important shopping demographics, such as Millennials, Gen Z, and of course, Shopper Moms.

But for brands, Mother’s Day can present both a challenge and an opportunity to make a big impact from this one-day-a-year shopping event. All it takes is a little information and a lot of innovation, so keep this close to your heart to ensure Mother’s Day nurtures your marketing well into maturity.

LOTS TO LOVE ABOUT THE LANDSCAPE

• There are more than 85MM moms in the U.S.
• Mother’s Day is the 3rd largest retail holiday in the U.S.
• 34% of smartphone owners research gift ideas on mobile
• 19% use them to make a purchase
• Mothers Day spend is increasing. 2016 – $21.4BN, 2017 – $23.6BN

MOTHER’S DAY PURCHASES EXAMINED

WHAT CHANNELS ACTIVATE CONSUMERS

• 35% – Department Stores
• 31% Specialty Stores (gift stores, electronic stores, florists, jewelers)
• 30% Online Stores
• 24% Local Stores

LOYALTY AND REWARDS PERFORMANCE
(Conversion Rates During The Mother’s Day Shopping Period)

• 10.76% Loyalty & Rewards Programs
• 7.79% Coupons
• 2.33% Deal Sites

HOW BRANDS CAN SHARE THE LOVE 
(some exciting activation ideas)

• Co-Branded Promotions 
  “Buy our chocolates, get the flowers for free”
• Social Sweepstakes
  “Tweet using this #hashtag to win a free trip for two”
• Image Recognition Programs
  “Send in a picture of your Mother’s Day celebration for a coupon off your next purchase”
• CRM Initiatives
  “We’re glad you enjoyed our product on Mother’s Day. Look out for our special 4th of July Sale!”
• Experiential Rewards
  “Dinner at mom’s favorite restaurant… on us!”
• Loyalty Extensions
  “Earn double reward points on Mother’s Day”

– SNIPP MARKETING TEAM