Did you know that Mother’s Day is the third biggest retail holiday? It falls only behind the winter holidays and back-to-school. Today’s guest post by Sabrina Fenster gives great insight for both marketers and brands alike. – Elena
In 2015, a whopping 21.2 billion dollars was spent on this special day when we honor the lovely ladies in our lives. Additionally, the spend per consumer is quite high, averaging out at $173. And for online stores, the average is even higher, at $225.87. Those numbers really can’t be ignored.
With all this in mind, Mother’s Day always manages to sneak up on us (both brands and consumers alike). Right now we’re in the home stretch for Mother’s Day marketing, but what you might not know is that the majority of purchases are actually made at the last minute, so there’s still plenty of time to really bring home the bacon!
13% of shoppers find their gifts one month ahead of the big day. They should all get a big gold star from mom! 12% are buying three weeks prior. 27% make their purchases two weeks in advance. And here’s the good news for marketers: the remaining 48% are made up of the procrastinators that we all know and love! 30% buy their gifts in the week before, while a surprising 18% will wait until the last possible minute and buy their gifts in the remaining 48 hours before the big day.
So really, now is the time to be whipping out all of your digital marketing ninja skills! And there are plenty of ways that marketers can still finish on a high note this year!
Mother’s Day is an interesting holiday in that most brands don’t realize what a huge opportunity it is for them. And that’s why we, The Shelf, have compiled a humongous infographic filled with all sorts of fun tidbits about this special day: how much is being spent, what’s being bought, who’s doing the buying, digital shoppers vs. in-store shoppers, and more. You can read all about it below and I’d love to hear what you think in the comments! Do some of these metrics surprise you as much as they did us?
Sabrina is the Marketing Manager for The Shelf, an influencer marketing platform that enables brands and agencies to connect with the most relevant influencers. They currently serve businesses in the fashion, beauty, lifestyle, travel, food and family space. She’s also the co-creator of fashion blog, StreetScoutMe.
Elena is founder of a technology PR agency that works with startups to billion-dollar companies. She is passionate about helping marketers and small business owners with practical publicity strategies, which she's also using for her own bling flip flop company.
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