How marketers can entice consumers for Mother's Day

This article was originally published on PR Daily in May 2016. 

Mother’s Day is Sunday, May 14—and if you’re like many people I know, you read that and thought, “Oh, shoot” (or something similar).

No matter how many marketing messages we receive, this is a holiday (along with its Father’s Day counterpart) always seems to sneak up on us.

The holiday isn’t just a chance to show your mom how you feel about her and thank her for raising you—it’s also a big business. Mother’s Day spending topped $21 billion in 2015—a huge increase from $13.7 billion in 2010.

Want proof that the America’s 84 million mothers are more adored than fathers? The Shelf created “the mother of all infographics” and revealed that spending on Father’s Day last year totaled a measly $12.5 billion. Sorry, guys: We’re spending an average of $163 on mothers, wives, sisters, grandmothers, etc. and only $114 on you.

Marketers, it’s not too late to highlight your Mother’s Day offerings on your websites and through social media. The Shelf reports that 30 percent of consumers buy their Mother’s Day gifts a week ahead and 18 percent wait to buy only 48 hours before giving those gifts to the women in their lives.

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Online shoppers spend 38 percent more on Mother’s Day gifts than their offline counterparts. Consumers are looking for a variety of products, too. Eighty percent of consumers spend their dough on greeting cards, 67 percent opt for flowers, 44 percent purchase gift cards, 36 percent buy clothing and 34 percent choose jewelry—so make sure your messages boost those popular products.

For more Mother’s Day-related figures and facts—along with how digital marketers can capitalize on the third-largest retail holiday of the year—check out the infographic below:

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