Picture frantic shoppers rushing through aisles. Customers wheeling shopping carts, buzzing through store shelves in search of the perfect gift. No, it isn’t a big box retailer on Black Friday. It’s the second Sunday in May – Mother’s Day. As the third most profitable driver of consumer spending among holidays according to The National Retail Federation’s 2013 Mother’s Day Consumer Intentions and Actions Survey, Mother’s Day falls behind only two other seasons: Christmas and Back to School. Last year, projected total Mother’s Day sales were on track to increase by 11 percent to nearly $20.7 billion according to the same survey. Yes. That’s a large amount of cash – and also, a large window of opportunity for small businesses. Marketing your business for Mother’s Day is crucial to secure your slice of this revenue-generating pie. Here are simple tips to better capitalize on Mother’s Day to improve your customer’s in-store experience and better promote and drive awareness of special offers and promotions.
- Give a little “extra” – Shopping experience varies during peak holiday seasons, from the savvy to the amateur. The difference is that the amateur shopper requires a more informational shopping experience.
They may not think of gift-giving extras like shipping, gift tags or holiday cards. Consider bundling your purchase offers by throwing in a free Mother’s Day card or 10 percent off coupon for gift wrap. An inexpensive card could equate to a $65 flower purchase. Whether the shopper is amateur or savvy, a good discount or special deal will win both customers over, and keep them coming back for more.[jetpack_subscription_form title="Subscribe to Out of Office:" subscribe_button="Sign Me Up"]
- Think with the Customer in Mind – Mother’s Day is typically less commercial than other major holidays. That being said, it can sneak up on your customers, leaving husbands, sisters, children and other loved ones scrambling for last-minute gift ideas.
Eliminate the stress for your customer by offering free gift wrapping or shipping services for the “eleventh hour” patrons. And don’t forget to drive awareness around your offers. Email newsletters, direct mail pieces and social media are all effective mediums to communicate special promotions and offers.
- Secure the Return – A quality customer experience can create customer retention. Capitalize on every purchase by not only providing a memorable shopping experience, but also by retaining, regaining or establishing loyalty with your customer. Promote special offers for an upcoming holiday by creating custom bag stuffers to place in shopping bags with purchase of Mother’s Day items.
Maximize the effectiveness of your bag stuffer by including company information such as website and contact information as well as social media handles to stay connected and keep top-of-mind with your customers. These simple, yet effective tips will not only help you master the Mother’s Day rush, but also create a memorable and positive experience for your customer. We wish everyone a safe and pleasant holiday! Happy Mother’s Day!