This year, May 14 marks the day that kids, spouses and grandparents give mom a break. And if you own a small business, Mother’s Day is also the mother of all marketing opportunities. Here are some simple, creative strategies to help you take advantage of this important holiday.
Cater to little shoppers.
Your Mother’s Day customers might be a bit younger than your usual clientele. Make life easier for little shoppers by offering free gift wrapping and organizing your products by price (create an under-$20 basket of small gifts, for example). Make sure you’re well-stocked with popular items and keep them within easy reach of little kids.
Provide gift cards for last-minute shoppers.
Offer gift cards near your point of sale for the mom who has everything, and make things simple for last-minute gift grabbers.
Upgrade your shipping options.
While you probably can’t afford to offer free shipping to everyone, you might consider offering expedited shipping when customers spend above a certain amount. Try a Square-integrated app like Shipstation to keep things moving smoothly.
Offer in-store treats.
Moms don’t always get a day off for Mother’s Day so offer them a special treat — a complimentary cookie, a salon add-on, or a small bouquet — while they’re in your store. If you want to go big, you could create an event with in-store pampering such as express manicures, chair massages and touch-up makeovers, plus sweet treats, bubbly and shopping discounts. You’ll also want to create a kid-friendly area for any little ones in tow.
Get social online.
Spread the love (and boost your followers) on social media — promote Mother’s Day by asking your fans for user-generated content, such as videos thanking their mom, or funny mom memes. Social media can also be used to let people know about in-store events and special treats.
Organize an experience.
An opportunity to make memories with her children is one of the most thoughtful gifts you can give a mom. Think about partnering with another local business to organize a workshop or activity that moms and their adult children can do together at your location. Try beer tasting, an adventure game, a cooking class, a “crafternoon,” or anything else hands-on that might spark a new shared passion.
Give back to moms in need.
Consider donating a percentage of your in-store or online sales over Mother’s Day week to a charitable organization that benefits mothers and children. Help a local family shelter by holding a drive for clothes or food, or support a local charity like Vancouver’s Cause We Care Foundation for families led by single mothers or Toronto’s New Mom Project, which helps marginalized families give their babies the best start in life.