• by Maria Bailey , Columnist, September 19, 2024

Let me explain. September captures at least four major buying seasons within its 30 days. First, moms are wrapping up their back-to-school shopping while cycling out summer bathing suits and flip flops for fall fashions. Second, 65% of mothers begin the family’s Halloween purchases, according to research conducted by BSM Media, and 58% begin seeking out high-in-demand items and clearance products for Christmas gifts. For those families adding another baby to the brood, September is also the month with the most births in the U.S, so purchases are being made by new moms, grandmothers, aunts, shower-goers and family members.

Finally, September represents “New Year’s Day” for moms.  It’s the month that the kids go back to school, extracurricular calendars are set, and new routines go into effect for the next nine months. While she’s setting goals for her family, she’s likely setting personal goals such as weight loss or organizational skills for herself.

All these occasions create massive opportunities to sell your products or services to Mom and win over her loyalty. Here are four ways to do so:

Sell moms a solution rather than a list of features. Moms are busy taskmasters, and they are looking for answers to quandaries like how to organize the school papers flooding her house, or how to clean stained baseball pants. Flip your product’s features on its head and describe them as the solutions created for everyday problems.

Be relevant to her life by presenting purchasing options that align with her lifestyle. For instance, allow her to preorder bulk packages of snacks for team events or college care packages with a discount for purchasing for multiple occasions. Or offer delivery/service windows so she’s not forced to wait all day for your arrival. 

Use mom influencers to showcase sale and clearance events. Moms love to tell other moms about a great deal. According to BSM Media holiday research, 77% of moms say finding a discounted item for the holiday is more important than ever, which motivates them to buy in September.

Create content that clearly tells her where to find it in the store. Moms are busy and don’t have time to search for your product all over a big box retailer. Shelf position matters, and making it easy to find your product will guarantee that your investment in marketing takes moms right to your product when she’s shopping for it.

There’s no time like September to launch a marketing campaign aimed at moms, so get out there and capture your share of the $3.1 trillion they spend annually.