Mother’s Day is a time to shower mother figures with love and appreciation for all their hard work. While love languages may be diverse, the annual NRF Mother’s Day survey shows that 75% of people choose to buy a warm greeting card, 72% pick flowers and 57% focus on special outings.
Spending in general for this holiday has gone up for an individual's budget from around $179 in 2018 to an estimated $245 in 2022. On a national level these numbers are estimated to be up to $31.7 billion in total spending.
The breakdown of this spending can be seen with 30% choosing to shop primarily online, 30% choosing department stores, 27% at specialty stores, and 23% at local shops.
Marketing Tips
Marketing teams should approach Mother’s Day with an opportunistic perspective as the numbers show there is tremendous potential. Companies of all varieties can market and rebrand their narrative to be “on brand” for the holiday. Creating meaning in Mother’s Day experiences can be so broad and pushing those boundaries will allow for more potential purchases at this opportune moment.
Companies should invest strongly in keyword email campaigns as well as highlight their key products and services that can be utilized for the holiday. With distinct breakdowns of shoppers for online and in-person, marketing teams should ensure they have strategy implemented in both spheres. Online campaigns and sales targeted to Mother’s Day shoppers as well as in-store specific promotions on packaging will go a long way.
As long as the message gets across: for mom, it's worth it!