With Mother’s Day just around the corner, marketers are ramping up their efforts to cash in on the $35.7 billion (National Retail Federation) spending occasion. For many however, dads will be the focus of digital ads, television commercials, and emails all ignoring the largest group of Mother’s Day consumer- Moms. Eighty percent of mothers in the U.S purchase a gift for 1 or more other moms in their life, according to BSM Media research of 505 mothers. Moms are purchasing gifts for their own mother and their mothers-in-law but 36% of moms say they buy a gift for themselves during the Mother’s Day shopping season. Moms admit to also purchasing gifts for aunts, Godmothers, friends and grandmothers. It may seem counter-intuitive to market Mother’s Day gifts to Moms but as the Chief Household Spender, it’s mom who has Dad’s back when it comes to gifting.
Here’s a few must know facts about marketing to moms during Mother’s Day season.
- Price matters but personalization matters more. Moms want their gift to be as unique as the person she’s buying it for and 33% of moms say this is the greatest burden in shopping for the right gift. Brands should add ways for Mothers to customize their product in some way whether it’s special packaging or customized product combinations.
- Moms want gifts that demonstrate effort. Whether she’s buying the gift or receiving it, 40% of moms said that a Mother’s Day gift that shows effort means the most. Consider this when creating social content meant to drive sales. Find ways to show how your products can be integrated with homemade gifts or presented in a new way to moms. For instance, instead of engaging influencers to post a review about your product, have them demonstrate how to deliver a child’s artwork to mom tied to a balloon bouquet or add a gift card to her favorite store to the “chore coupon book” your child made at school.
- Eighty percent of moms say affordability and price are the biggest obstacle to Mother’s Day shopping. As a brand who recognizes that moms purchase for multiple moms as well as themselves, entice her to purchase your product with multi-product discounts. A buy one get one offer should speak to buying one for someone else and keeping one for yourself to enjoy. Relevant messaging will speak to the heart of your mom consumer and win you the sale.
- Make it easy for moms to cross things off their list. Time is always a factor in what and if moms purchase a product. Speak to easy curbside pick-up, delivery options and grab and go gifts in your social content, digital ads, and email marketing.
Mother’s Day offers brands the opportunity to boost sales if the focus is on the right consumer, relevant messaging, and timely delivery. Done right, everyone including brands can have a Happy Mother’s Day.
BSM Media, Inc. is an award-winning and internationally recognized Marketing to Moms agency specializing in strategic outreach, influencer engagement, and content creation. BSM Media also owns and operates MomSelect Influencer Network, MillennialInfluencers.com, GenZInfluencers.com, and Mommyparties.com.
Maria Bailey is the CEO of BSM Media and the author of “Marketing to Moms: Getting Your Share of the Trillion Dollar Market,” “Power Moms,” “Millennial Moms: 202 Facts Marketers Need to Know to Build Brands and Drive Sales,” and the soon to be released “Marketing to Gen Z Moms.” She is a frequent keynote speaker and media expert. She can be reached at Maria@bsmmedia.com. Learn more about Maria Bailey at www.MariaBailey.com.
