• by Maria Bailey , Columnist, April 8, 2024

With Mother’s Day just around the corner, marketers are ramping up their efforts to cash in on the $35.7 billion (according to the National Retail Federation) spending occasion. For many however, dads will be the focus of digital ads, television commercials, and emails -- all ignoring the largest group of Mother’s Day consumer: moms.

Eighty percent of mothers in the U.S. purchase a gift for one or more other moms in their life, according to BSM Media research. Moms are purchasing gifts for their own mother and their mothers-in-law, but 36% of moms say they also buy a gift for themselves during the Mother’s Day shopping season. Moms admit to also purchasing gifts for aunts, godmothers, friends and grandmothers. It may seem counterintuitive to market Mother’s Day gifts to moms -- but as the Chief Household Spender, it’s Mom who has Dad’s back when it comes to gifting.

Here’s a few must-know facts about marketing to moms during Mother’s Day season.

Price matters, but personalization matters more. Moms want their gift to be as unique as the person they’re buying it for, and 33% of them say this is the greatest burden in shopping for the right gift. Brands should add ways to customize their product, whether it’s special packaging or customized product combinations.

Moms want gifts that demonstrate effort. Whether she’s buying the gift or receiving it, 40% of moms said that a Mother’s Day gift that shows effort means the most.

Consider this when creating social content meant to drive sales. Find ways to show how your products can be integrated with homemade gifts or presented in a new way. For instance, instead of engaging influencers to post a review about your product, have them demonstrate how to deliver a child’s artwork to Mom tied to a balloon bouquet, or add a gift card to her favorite store to the “chore coupon book” your child made at school.

Eighty percent of moms say affordability and price are the biggest obstacle to Mother’s Day shopping.  As a brand that recognizes moms purchase for multiple moms as well as themselves, entice her to purchase your product with multi-product discounts. A buy-one, get-one offer should speak to buying one for someone else and keeping one for yourself to enjoy. Relevant messaging will speak to the heart of your mom consumer and win you the sale.

Make it easy for moms to cross things off their list. Time is always a factor when moms purchase a product. Speak to easy curbside pick-up, delivery options and grab-and-go gifts in your social content, digital ads, and email marketing.

Mother’s Day offers brands the opportunity to boost sales if the focus is on the right consumer, relevant messaging, and timely delivery.   Done right, everyone -- including brands -- can have a happy Mother’s Day.