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Mother’s Day Spending Expected to Reach Record-High. Is Your Business Ready?

Altaf Shaikh | May 10, 2017 

Over the past decade, spending for Mother’s Day has increased nearly 70%. For 2017, spending is estimated to reach $23.6 billion.

With Mother’s Day upon us this coming Sunday, many consumers are searching for “the perfect” last minute gifts for Mom. According to the National Retail Federation, consumers are expected to spend more than ever on Mother’s Day this year. Spending is expected to reach a record-high of $23.6 billion beating the previous record of $21.4 billion last year. Over the past decade, spending for Mother’s Day has increased nearly 70%.

Retailers should capitalize on this opportunity and be ready with a range of gift options and promotions well ahead of Mother’s Day. And a marketing and advertising strategy to go with it!

Popular Gifts and Where to Get Them

Some of the most popular gifts for Mom this year include: Jewelry, Special Outings, Flowers, Gift Cards, Clothing, Consumer Electronics, Personal Services, and “Gifts of Experience.”

While many consumers still shop department stores, specialty shops, and local small businesses, 30% plan to shop online. Among smartphone owners, 34% will research gift ideas on their phones while 19% will use them to make a purchase.

Consumer Decision Journey

Shoppers’ online interactions or “micro-moments” (searches, clicks, and website visits) play an important role in influencing their ultimate purchasing decisions.

According to Google Consumer Search Trends, 90% of smartphone users aren’t sure of the brand they want to buy when they begin shopping. Buyers rarely search for a brand directly, unless they are already familiar with that brand. 66% of apparel smartphone shoppers turn to Google for ideas about what to buy. In order to have your brand considered for a purchase, it must show up when people search for terms that relate to the products and services you offer.

What you need to do to get noticed this Mother’s Day

  • Create relevant content that provides inspiration and ideas.
  • Use strong imagery that captures people’s attentions — and hearts.
  • Engage shoppers with video that inspires and provides useful information.
  • Target mobile users.
  • Use Native Video Ads on Facebook, Twitter, and LinkedIn.

Videos attract consumer attention and drive sales. Online shoppers who view a video on a web page are 1.6 times more likely to purchase than shoppers who did not view the video. And 83% of today’s moms search for answers to their questions online, with 3 in 5 seeking answers in online video. Here’s a great video on how moms use YouTube: https://youtu.be/OiMx0W_XI90.

We here at ListEngage would like to wish all the Moms out there a very Happy Mothers’ Day!

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Altaf Shaikh

Altaf Shaikh | Founder, CEO

Altaf Shaikh is ListEngage’s Founder and CEO. Altaf has been in software development and digital marketing for more than 25 years. He started ListEngage in 2003 to help businesses transform their email and digital marketing. ListEngage has supported the Salesforce Marketing Cloud since 2003 when it was ExactTarget. As a dedicated Salesforce Partner, ListEngage has served 900+ customers and earned multiple awards, such as: 2013 ExactTarget Global Services Award, the Inc. 5000 three consecutive years, and the Boston Business Journal's FAST 50 two years in a row. Contact Altaf at services@listengage.com.