Mother’s Day marketing campaigns are a great opportunity to generate new sales while also tapping into your customer retention strategy to improve conversion rate optimisation.
For some ecommerce retailers Mother’s Day is one of the busiest months online, especially in the US where Mother’s Day is the third most popular retail holiday, so it’s important to maximise online traffic and take advantage of heightened buying pressure by optimising your Mother’s Day marketing campaigns.
Although not as valuable as Black Friday sales, it’s important to prepare your marketing campaigns and plan for your busy periods – especially when public holidays are becoming increasingly more commercialised.
When Is Mother’s Day?
In the UK, Mother’s Day will be celebrated on Sunday 19th March 2023, and online brands like Interflora are already promoting Mother’s Day deals. However, many countries celebrate Mother’s Day on the second Sunday in May (May 14th this year) including the U.S., Australia, Brazil, Canada, China, most of Europe, New Zealand, South Africa, and many others – so the event holds a long period of sales value for multiple target groups around the globe.
When we look at data data from SaleCycle’s 2023 Ecommerce Stats and Trends Report, we can see two peaks in sales volumes around the months mentioned (March and May), which can perhaps be attributed to high sales volumes across retail industries like online florists, greetings cards, fashion brands, and other Mother’s Day oriented markets.
Who Is The Target Audience For Mother’s Day?
In terms of marketing demographic, today’s ecommerce market has been commercialised to a much wider audience than just mothers for Mother’s Day. Today, you can also find cards and gifts targeted to grandmothers, step mothers, wives, sisters, daughters – even family friends.
With a much larger demographic to target, made up of a variety of consumers (and consumer behaviours), it’ important to optimise your marketing and sales tactics across the board. For example, tailoring targeted and personalised emails for a less active demographic, as well as implementing SMS remarketing for a wider audience.
What Does The Average Person Spend On Mother’s Day?
According to Statista, Americans were planning on spending a total of over $31billion on Mother’s Day in 2022. And in 2019, UK consumers spent around £1.23 billion on Mothers Day expenses, an increase of more than 25% from 2017. It’s clear that figures are expected to continually increase – considerably – as time goes on, but what are Mother’s Day shoppers purchasing?
What Is Sold Most On Mother’s Day?
We can only assume that the best Mother’s Day gifts include the most consistent items bought for the event, so if you’re wondering what your consumers want to purchase, recent marketing studies have found these most bought items among consumers over the years:
4 Conversion Rate Solutions To Include In Your Mother’s Day Marketing Campaigns
When there’s more digital footfall, it brings higher volumes of cart abandonment. It’s a natural trend for customers to abandon their items, but the key is to lure the customers back to their baskets using a range of tools, which can help to recover online sales.
With increased traffic sites will often experience more browse abandonments. For example, 43.8% of users will browse a product page and 14.5% of sessions will add an item to their cart. A key strategy to tempt customers back is using browse abandonment emails, which have over 50% higher CTR than traditional emails.
Below we explore how to increase your conversion rates, specifically on Mother’s Day, and overall maximise the ROI on your marketing campaigns:
1. Abandonment Emails
SaleCycle 2022 client data from the 2023 Ecommerce Stats and Trends Report found that the average abandonment rate across ecommerce was 79.53%. This creates a huge opportunity to encourage them to return.
Basket abandonment emails remind your users what they have left behind. These emails can include promo codes – for example, offering 10% off if the customer completes their purchase within a specific timeframe. Countdown timers can also be used to highlight when the Mother’s Day sale ends. These are just a few of the tools you can use to optimise your emails.
You can also optimise your abandonment emails using multi-cycle sends, which are A/B tested for the perfect time slot. According to SaleCycle data, in 2022 online sales spiked at 10:00 and and only slightly decreased until 20:00 – this is an online average, but can be used as a signal for your abandonment strategy.
2. Abandonment SMS
Send basket abandonment SMS to engage with your customers by the fastest means and remind them what they have left behind. Smartphones account for more than 75% of all web traffic, and online sales are catching up with the demand.
Mobile spending is also ever-increasing, taking up 55.25% (over half) of sales in 2022 compared to desktop shopping – a prime reason for utilising SMS marketing in your business plan.
3. Progress Bars
Introducing progress bars to your website can increase your conversion rate and average order value. They work by showing the customer how much more they need to spend to unlock extra benefits (like free delivery, for example). 9 out of 10 customers say free delivery is the most important online shopping factor, according to Invesp.
Progress bars can be shown as a trigger when a user shows exit intent or used as an on-site display tool. You can also integrate progress bars in your abandonment emails to entice customers to return to complete their purchase.
4. Upsell and Cross-Sell
Gift-buying holidays like Mother’s Day is a perfect opportunity to upsell and cross-sell. During the checkout journey you should offer complementary products and token gifts with low AOV.
These can include flowers or chocolates, however, at SaleCycle we use customer data to upsell relevant recommendations based on products already browsed. If you don’t have the data it’s a good idea to use the ‘people who bought this also bought’ pairings as your benchmark.
Mother’s Day is a large social media and engagement opportunity for brands to connect with their customers. Genuine emotions take place so be active on social media and show your audience that the brand understands Mother’s Day what it’s all about.
Preparing your abandonment strategy to back up your marketing campaigns will play a key role in the week before Mother’s Day. As traffic and interest begins to build the add-to-cart rate will increase and the abandonment rate will also increase. Be ready to capture your customers and entice them back to their baskets.
We have seen in the build up to Valentine’s Day and Black Friday that the increased online traffic is a great opportunity to increase your online sales.
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Casey is a Fashion Journalism graduate & ecommerce marketing executive at SaleCycle. Casey is committed to producing high quality content backed by in-depth research and data. She has experience developing content in a range of sectors including fashion, ecommerce and sports.