On the Sunday, March 22, we celebrate Mother’s Day, a day dedicated to letting the most important women in our lives know how much we cherish and appreciate them.
In light of the circumstances that currently exist, today takes on an especially significant significance. Sending a unique token of appreciation to our mothers can seem like an insignificant but meaningful action, given that many of us are currently maintaining a safe distance from one another.
The total amount spent on Mother’s Day in 2017 was £1.6 billion. There is still a valuable opportunity available for brands to increase core marketing metrics such as brand awareness, new customer acquisition, and revenue around the occasion; however, in order to do so, they will need to present marketing campaigns that resonate with consumers.
The following are four trends that we predict will influence sales on Mother’s Day in the year 2020.
Personalisation
It’s nice to receive a stunning necklace, a bouquet of fresh flowers, or some gourmet biscuits. But an exquisite necklace with your mother’s initials engraved on it, a bouquet filled with all of her favourite flowers, or a selection of gourmet cookies that represent her cherished hobby are even more thoughtful gifts.
By 2021, it is anticipated that the global market for personalised gifts will be worth $31.63 billion. One in four customers are open to paying a higher price for products that have been personalised.
It doesn’t matter if you sell designer handbags, photo albums, edible gifts, or anything else in between; this trend is applicable to all of these categories and more. This is especially true if the target audience for your Mother’s Day campaign is millennials, as 37 percent of members of this generational group have given at least one individualised present in the preceding year.
Give customers the option to personalise their purchases, regardless of whether your company is an established e-commerce powerhouse like Photobox or an upstart challenger like Bloom & Wild. Your company can differentiate itself from the competition with something as simple as a handwritten note, even if it’s just one sentence long.
Social media
This weekend, #Mother’sDay will continue to trend across a variety of social media platforms despite the fact that not all mothers have a significant online presence on sites such as Facebook and Instagram. People enjoy taking pictures of the moment they surprise their loved ones, particularly when it involves giving them a unique present.
Retailers can capitalise on this trend by providing gifts in visually appealing packaging and by prominently displaying their brands. You can capitalise on the fact that aesthetically pleasing products are significantly more likely to be shared as user-generated content by encouraging happy customers and gift recipients to share online using your campaign hashtag. The likelihood of this occurring is significantly increased when the product in question is also aesthetically pleasing.
It is important to remind customers to share their unique referral link online if your company offers a refer-a-friend programme. This will allow you to turn Facebook likes into new customers for your company, which will result in increased revenue. Please get in touch with us if you do not already have a programme for referring friends. We are able to assist you with that.
Sustainability
A growing number of customers’ purchasing decisions are being influenced by their concern for the environment. Mother’s Day is not an exception (especially if Gen Z shoppers are doing the purchasing).
Consumers will place a higher priority on purchasing products from companies that actively demonstrate a commitment to preserving the environment. As part of your Mother’s Day marketing campaign, promote your brand’s values, such as its commitment to recyclable packaging, responsibly sourced products, or other environmental initiatives, in order to strengthen the connection between your company and its customers.
There is a good chance that mothers who are on the receiving end of gifts will also appreciate this consideration. According to the findings of our research on Customer Advocacy, consumers of all ages, and particularly women, place a high value on how brands behave in regards to issues of sustainability and social responsibility. 49% of consumers aged 55 and older have a greater level of engagement with companies that are committed to acting on environmental concerns.
Experiences
The market for experiences is one of the sectors that has exploded in size thanks to the rise of e-commerce. 76% of people would rather put their money toward an experience than something they can buy. Even though we are unable to make new memories with mom at the moment, there are a lot of service providers who offer vouchers with extended expiration dates and full flexibility, which means you can give someone an experience that they can look forward to in the future.
It doesn’t matter if your mother is the type to dress up for afternoon tea, or jump at the chance to go skydiving; brands like Virgin Experience Days build on this by creating truly memorable experiences.
And of course, telling others about an incredible experience is the best way to relive it, which is why word-of-mouth marketing is such an ideal marketing channel for this industry.
Source: promotion strategy , promotional strategies
