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3 Sales Increasing Tips for Merchants on Mother’s Day

Posted by Brandon Weaver | Thu, May 08, 2014 @ 10:00 AM

Merchant SalesMother’s Day is one of the most celebrated holidays and retailers try to capitalize on it with various promotions. Surprisingly enough, a lot of the Mother’s Day marketing does not tap into the emotional side of the consumer’s buying behavior. Most of the marketing efforts remind consumers “Mother’s Day is …” So just in case you need one last reminder, Mother’s Day is this Sunday, May 11th.

Whether your customers spend on grandma, mom, wife, sister, and/or daughter this year, the average amount spent is expected to decline by $6 to about $162, according to the National Retail Federation. Total spending is anticipated to reach nearly $20 billion.

With overall spending down this year, tablets, smartphones, and jewelry are not as popular. This makes lower ticket items such as greeting cards, gift cards, and flowers more attractive for shoppers. Even brunch, dinner, and spa gifts are increasing in popularity. As a merchant looking to recognize moms and increase sales, here are 3 sales tips you might want to consider:

Gift Registry? Absolutely

These are not exclusive to weddings and baby showers. Since gift cards are more popular this year, think of this option as gift cards on steroids. Instead of moms getting cash to purchase an item of their choice, they can tell their family members exactly what they want. Using a registry virtually eliminates the “I never know what to get her” and “she’s so hard to shop for” excuses. Besides, opening gifts is more fun than opening envelopes.

Don’t Forget About Dad

Holiday SalesPossibly the most underrated tip is packaging gifts for mom and dad. Plus, merchants enjoy higher average sales when combining Mother’s Day and Father’s Day gifts.

Father’s Day is within a month from Mother’s Day so it’s a great way for merchants to bundle items for both parents. In doing so you can save your customers time and money… a win-win they will appreciate! Make this holiday’s shopping a family affair by combining purchases for husband and wife, sisters and daughters, brothers and sons, everyone.

Offer shopping discounts for Father’s Day if the customer purchases a minimum dollar amount for Mother’s Day. Furthermore, this helps ensure you will enjoy repeat customers … any retailer’s dream.

Tug Those Heart Strings

With many companies looking to capitalize on holidays on social media, how can your brand draw the right attention? It is okay to promote a sale on social media, but it’s important not to be perceived as tawdry with no earnest thoughts towards moms. Social media is not a one-way street. It’s in a brand’s best interest to engage its followers and customers with two-way dialogue. But brands and retailers also need to stand out in the eyes of the consumer, in the right way, and tug at the heart strings. American Greetings has done just that. 

 

However you celebrate, however you promote, make it about thanking, appreciating, and loving those moms that taught us so many lessons.

Topics: Retail, Increase Sales

Written by Brandon Weaver