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Mothers Day marketing

Posted by Michael Bloch in web marketing (Sunday May 7, 2006 )

Ah, Hallmark Holidays, bless them all, especially if you’re a retailer :). I’m not a great fan of the thinly veiled commercial exploitation of such events, which is rather odd given my chosen career, but business is business I guess.

In a recent survey of nearly 500 USA small businesses, 66% of respondents were anticipating strong Mothers Day sales this year. Participating online retailers also stated that based on historical data, 84% of Mother’s day shoppers spend upwards of $25 each on gifts for Mom.

This year, the vast majority of retailers surveyed are planning promotional offers, and 81% will be marketing via email – the most popular off-site strategy by far according to the Constant Contact study.

If you’re a florist, it appears that mixed-flower bouquets will be the hot item, comprising 80% of Mother’s Day purchases in past years.

Sell jewellery? – Necklaces and earrings are the most popular choice and if you own a spa/beauty salon, push coupons for facials, massages and manicure/pedicures on your web sites.

An interesting snippet – Mother’s Day in the USA wasn’t conjured up by corporate America as I originally thought. Mother’s Day was first suggested in 1872 by Julia Ward Howe as a day dedicated to peace. That’s just like a good Mom, always thinking of others.

My own mother was never a huge one for the day – but if anything, she liked something from us that we made ourselves. Ain’t that sweet :). Anyway, if Mother’s Day is an important part of your online business, I wish you healthy sales this year – and give my regards to your Mom!

Read more of the Constant Contact Mother’s Day survey

Learn more about mailing list and email marketing solutions


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