A Guide to Maximising Mother’s Day Retail Revenue in 2023
We’ll take a look at how retailers can maximise revenue this Mother’s Day
It’s that wonderful time of year approaching with spring on the horizon, and of course - Mother’s Day soon! Mothering Sunday, traditionally rooted in Christianity, is now universally observed all over the world as a celebration of mothers. Today, Mother’s Day is big business, with the UK spending a staggering £1.34 billion in 2021.
If you’re a seasoned retailer looking for fresh ideas or the new kid on the block promoting Mother’s Day for the very first time, we’re here with our 5 top tips to maximise your Mother’s Day revenue.
1. Think about your audience
As far as promotions go, think carefully about who you are trying to reach with your marketing and what your customers are trying to achieve. As well as mother’s themselves, your audience may include children, siblings, partners and parents. Once you know this, you can target your audience more effectively.
Equally important is considering that Mother’s Day is not always a happy holiday for some. It’s important to note that some people in your mailing list may wish to avoid Mother’s Day altogether and giving them the opportunity to pause Mother’s Day marketing may be a wise move and keep customers loyal to your brand.
Providing your customers the option to opt-out- of Mother’s Day messaging shows that your brand prioritises the customer's needs and resonates on a human level.
Saledock provides sophisticated customer management functions with options to personalise shopping experiences and target marketing campaigns effectively.
2. Use your mailing list to remind existing customers about Mother’s Day
This may be a simple case of ‘the early bird catches the worm’. Those brands that put their marketing in the minds of their customers soonest, place their products in the spotlight early on. Those arriving last minute may miss the boat when decisions have already been made.
Email marketing can be very effective when promoting tailored Mother’s Day content and special deals. Even if you don’t have a promotion running, you can drive sales by marketing with a Mother’s Day theme.
Consider your products which lend themselves well to Mother’s Day marketing and promote them. Highlighting your most popular products will ensure you can meet demand but be sure to remind customers of any cut off dates when ordering for guaranteed delivery.
Saledock allows you to stay in control of stock levels with its powerful stock control app. In our previous blog, we shared our guide on avoiding stockouts with effective inventory management. By automating reorder points, you can be sure that your best-sellers remain so - especially at peak times.
3. Create a Guide to buying a gift for Mother’s Day
As with gift-buying for any occasion, it can be difficult to find exactly what you need. The best retailers make it easy by allowing customers to sift through products to find what they are looking for.
Some ideas to guide customers could be:
- Shopping by budget (e.g. gifts under £20)
- Shopping by recipient (e.g. mum, partner, friend)
- Shopping by interest (e.g. gardening, tech, leisure etc.)
- Shopping by category (e.g. homeware, clothing, jewellery etc.)
Customers finding it hard to navigate your products are likely to give up their search without making a purchase. Setting different parameters by which customers can filter your products makes it easy to find the perfect gift.
As well as being able to filter products, it can be helpful to create a special Mother’s day section on your website to to help customers find what they’re looking for. This is also a helpful tip for bricks and mortar stores to create attractive window displays with a Mother’s Day theme.
With Saledock’s inventory management tools you can create product collections, making it easy for customers to find what they need in an instant.
4. Encourage User-Generated Content
User-generated content (UGC) is where the people who form your online audience create content about your brand or products. It could be images, reviews, TikTok videos, reels or really any content made by the people rather than the brand itself. If you can encourage mum-focused content through hashtags specific to your business, you can gain additional and priceless Mother’s Day promotion for your audience.
An example of this might be to ask users to submit a photo under a specific hashtag for a chance to win a gift card, product or experience. Creating a community around your brand is marketing magic and especially useful around sentimental holidays like Mother’s Day.
5. Collaborate with Local Businesses
Collaborating with local businesses can help retailers create a unique and memorable shopping experience for their customers. For instance, a florist can provide beautiful floral arrangements while a bakery can offer delectable desserts.
This sort of arrangement can be mutually beneficial. Build up relationships with other businesses that typically see high volumes of sales for Mother’s Day (e.g. florists, restaurants and spas). By providing them with free gift cards and promotional offers to their customers, you can help to drive traffic to your own business and offer something to them in return.
Mother’s Day is an enormously profitable holiday in the UK calendar so it’s essential to be a part of it. With our top tips, you can make the most of Mother’s Day and ensure that your retail business is maximising revenue.
- Know your customers well and target your marketing accordingly - even if this means allowing customers to ‘opt-out’ of Mother’s Day.
- Utilise your mailing list and send out timely reminders to get your products seen early.
- Create a guide to buying Mother’s Day gifts and filter your products accordingly - making them easy to find.
- Encourage user-generated content to build a trusted community around your brand.
- Collaborate with local businesses to drive traffic to your location.
All Saledock plans include customer profiles to ensure that you can market effectively and maximise every selling opportunity. Our integrated inventory management software keeps you at optimal stock levels for holidays and peak times with zero hassle.
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