Which marketing strategy for brands on Mother’s Day?
Mother's Day 2024 figures
Whether it takes place on March 10, 2024, in the United Kingdom, on May 26, 2024, in France, or on May 12, 2024, in the United States, Mother's Day remains a significant special event in over 50 countries worldwide this year (celebrated by 70.8% of adults).
This family moment generates a considerable economic impact each year, as it now represents the second most important celebration in terms of gift-giving, following Christmas. Therefore, it has a significant economic influence in many countries and serves as a real boost for sales. For example, Americans plan to spend around $35.7 billion for Mother's Day, with an average of $205 per person. In France, about 80% of individuals celebrate this day, and the average budget is €66 in 2023 (compared to €62 in 2022). In the UK: £1.23 billion.
Mother's Day is a fantastic opportunity for e-commerce shops to increase their online sales, boost visibility, and connect with their customers. But what strategies can they implement to achieve the best results?
"Customizing your brand for Mother's Day
Dedicated marketing campaign
Once consumers are effectively targeted, brands can launch their dedicated Mother's Day marketing campaign. This usually starts three weeks before the D-day and can involve sending emails to existing customers, for example, who will be delighted to see that their favorite brand is thinking of them.
Whether creating a specific menu, a dedicated Mother's Day shopping page, posting the ultimate gift guide, or promoting special offers, it's also an opportunity to create special visuals for the occasion that customers will remember. For example, Picard created a special Mother's Day menu to promote its products, and Sephora opted for a video featuring a professional artist from the brand, accompanied by her mother, discussing and trying out products.
Social media purchases: a growing channel
Today, nearly 77% of social media users have made a purchase through this channel. Social media platforms have evolved to the point where brands can offer users the option to buy their products and services directly on the platform without even having to leave it.
For Mother's Day, many consumers turn to social media to find gift ideas. It can be interesting to implement the option to buy directly on these platforms. This purchasing process is faster, smoother, and less intrusive for customers, which is significant considering that Mother's Day purchases typically start only three days before the D-day.
Contests are also organized to animate social media: last year, Marionnaud offered several products, as well as Truffaut, which focused on a beautiful bouquet of flowers.
An opportunity to build connections with customers
Mother's Day is synonymous with family, relationships, and closeness. It is a means for brands to forge closer bonds with their clientele by amplifying their emotions. Presenting real women with authentic stories on social media, for example, could help create a much more genuine emotional connection with customers. It is essential for brands during this period to show their audience that they understand what they are going through and offer them value rather than just products. This will transform occasional buyers into long-term loyal customers.
As an example, we have the brand émoi émoi, which created an ode to motherhood:
“To she who felt her heart fill with love the first time she saw it.
She who didn't understand what was happening to her, she who found it obvious, she who took her time.
To she for whom this miracle finally happened, she who struggled, she who knows by heart the false joys and complicated journeys. #hatsoff
To she who carried it for years in her heart before carrying it in her arms. She who adopted the craziest love #hellotoyou
Consider influencer marketing
Another crucial point is to integrate influencer marketing into a brand strategy. Working with influencers allows for a much more targeted approach, especially with millennials, who represent the primary target market. For this target group, which is much less responsive to traditional advertising, influencer marketing represents a relevant approach.
This faster and more affordable strategy also delivers strong social proof. By creating compelling content, influencers encourage their followers to take action. They have a significant impact on customer recommendations and contribute to generating word-of-mouth.
An example is Histoire d'Or, which collaborated with influencers on Instagram to pay tribute to the most important women in their lives through short videos.
Utilize mobile commerce
In recent years, the mobile commerce sector has experienced unprecedented growth. Retailers' traffic on mobile devices increased by 12.7% compared to the previous year, and today, 76% of purchases in France are made via mobile phones.
Therefore, mobile commerce is a significant aspect for brands during Mother's Day and is part of an omnichannel strategy. Consider promoting your mobile app and offer advantageous promotions for mobile purchases.
Investing in Mother's Day with gift card programs
Implementing a digital gift card program
Gift cards are on track to become consumers' favorite gift in many countries as they perfectly align with their needs and expectations. They are quick, easy to purchase, and allow buyers to get them up until the last minute for the digital version.
Those who used to spend hours choosing gifts for their loved ones appreciate this all-in-one solution that saves them time and effort. Moreover, the digital gift card is customizable, enabling brands to offer a personalized experience to their customers. Buyers are presented with a wide selection of brands, products, and services, and will certainly find the gift card that will please the woman they cherish, whether it's from a brand she loves or one she has yet to discover but might enjoy.
The top-performing brands with their gift cards on Mother's Day are:
· Food, Beverage & Restaurants
· Cosmetics and Perfumeries
· Home & Decoration
· Sports
Visibility of the program on brand channels
Before launching external marketing campaigns to promote your gift card service, it is crucial to make it visible on your channels first. On the e-commerce website, consider highlighting it in your main menu or in the menu dedicated to Mother's Day. If you have created a gift ideas page, it is important to reference your gift card, as seen with Nature & Découvertes.
Highlighting on the mobile application, banners, or pop-ups on the main page, organic posts on social media, and personalized stands in physical stores—all contribute to achieving omnichannel visibility to reach a maximum number of potential consumers.
Marketing campaigns around the gift card for Mother's Day
There are various types of marketing campaigns to execute around the gift card:
Email Campaign: A campaign targeting your customer database to showcase the gift card, with or without a promotion on it.
Paid Campaign on Social Media and Search Engines: A campaign to promote the Mother's Day gift card to potential consumers who are not yet customers.
Last-Minute Campaign, 3 Days Before the Peak: Via email and social media, emphasizing the immediacy of the e-gift card.
Promotion Among Employee Committees (CSE) and Professionals: If you distribute your gift card through distributors, conduct visibility campaigns on platforms, especially those of CSE solutions for Mother's Day. Knowing that this highlight, like Father's Day, is included in URSAFF-exempted events for social security contributions on employee benefits.
Leverage Your Loyalty Program: Offer additional points if customers purchase a gift card before Mother's Day.
Retargeting Abandoned Carts with the Gift Card: The undecided or uncertain may easily abandon their carts for fear of making a wrong choice. Why not propose a gift card as an alternative?
Media Relations with Press and Webzines: Feature your gift card in top Mother's Day gift idea rankings.
Messages to highlight based on customer typology for the gift card.
The gift card fan : Emphasize practical and emotional features (mobile wallet, personalized video, visuals, etc.)
Pragmatic/last-minute shoppers: Highlight convenience, a one-page purchase journey, completed in just a few clicks, and instant delivery
Indecisive shoppers: Emphasize the choice offered by the gift card. A gift that is sure to please
Bargain hunters or self-use : Seek promotions on gift cards to use for themselves and purchase products (for oneself or to gift)
Professional clients : Companies, smes, and institutions seek practical and personalized incentives, with possible charge exemptions (as is the case with the gift card for Mother's Day)
Gift cards as a marketing tool
Gift cards can also serve business objectives during Mother's Day.
If you want to acquire new customers:
· Run influencer campaigns, offering a gift card as compensation to influencers or as a prize in a contest organized by an influencer.
· Create your own contests, similar to what Galeries Lafayette did.
If you want to generate traffic to the e-commerce site and stores for Mother's Day:
· Launch commercial promotions, such as offering a €5 gift card for €50 purchases.
· Implement an email campaign targeting loyal customers with a small-value gift card to be spent before Mother's Day.
Mother's Day represents a significant opportunity for brands, and they should capitalize on the enthusiasm surrounding this celebration. To achieve this, various strategies can be employed, with a strong emphasis on digital channels to meet the needs of today's consumers.
