Wednesday, July 01, 2015 2:42:00 PM

Mother's Day is the third largest retail holiday of the year, with shoppers spending nearly $21 billion on gifts in 2013. According to Prosper Discovery, Mother's Day spending has increased steadily over the past five years. Because this day represents so many opportunities for revenue generation, it is important for retailors to do everything they can to maximize sales on this active day of the year.

In 2014, Bing reports that shoppers spend an average of $169 per person on gifts for Mother's Day. Less than 53 percent spend less than $100 per person, while one-third of shoppers spend over $100 per person. Most shoppers are between the ages of 25 and 34. Shoppers are also more likely to be daughters than sons. Two-thirds of Mother's Day shoppers will head to small brick-and-mortar retail establishments to purchase their gifts, while 28.5 percent of shoppers will purchase their gifts online. Structuring your campaigns with these tips in mind will help you increase the effectiveness of your marketing efforts.

Tips for Success

  • Start early. To get the most out of Mother's Day, get ahead of the competition by planning your marketing strategies now. Planning early will give you more time to execute campaigns and attract consumers to your establishment.
  • Make shipping easy. Although consumers still prefer brick-and-mortar establishments for Mother's Day shopping, more than one in four will opt to purchase gifts online. Offering shipping promotions will help you tap into this segment of the market.
  • Create relevant, cohesive campaigns. Update your campaigns to highlight your Mother's Day promotions, and make sure that you send a strong, consistent message across all platforms.
  • Use targeted ads. Demographic, behavioral, and geotargeted ads allows you to reach the primary shoppers you want to sell to. Incorporate this strategy into your Mother's Day campaigns to increase their effectiveness.

Let us help you connect with shoppers who want to honor moms everywhere. Search volume peaks in the middle of April, but click-through rates peak 2 weeks before Mother’s Day. Place an ad with the LA Times today for the most effective ROI!

Categories: Small Business

Tags: mothers day, retail, holiday shoppers, SMBs, targeted ads