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Mother’s Day celebrates not only moms, but also sisters, girlfriends, wives, daughters, and grandmothers.  The holiday presents a prime opportunity for ecommerce businesses to produce new sales and increase customer retention. 

According to the National Retail Federation (NRF), expenditure for the Mother's Day holiday has increased each year since 2019. And, in a 2023 NRF survey, 84% of respondents said they celebrate Mother’s Day. There are no indications that this year’s Mother’s Day (May 12) won’t follow suit.

Whether your ecommerce business already has a solid infrastructure and a marketing machine ready or you’re relatively new in trying to tap into a chunk of the Mother’s Day spend, there are some key strategies to implement to ensure a successful online retail experience.

Start Now

Begin planning and promoting your Mother's Day specials today. Consumers typically begin searching for Mother's Day gifts around 3-4 weeks before the actual day.

Gift Guides And Bundles

Create curated gift guides and bundles tailored specifically for mothers. This can simplify the shopping process for customers and increase average order value.

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Personalization

Incorporate personalization options into your product offerings. Personalized gifts tend to resonate more with recipients and are perceived as more thoughtful.

Mobile Optimization

Ensure that your ecommerce platform is optimized for mobile devices. A significant portion of online shopping for Mother's Day occurs via smartphones and tablets.

Social Media Promotion

Leverage social media platforms to promote your Mother's Day specials. Visual platforms like TikTok, Instagram, and Pinterest are particularly effective for showcasing gift ideas.

Email Marketing

Send out targeted email campaigns to your subscriber list, highlighting your Mother's Day offerings. Include compelling visuals and persuasive copy to entice recipients to make a purchase.

Offer Gift Cards

Provide the option for customers to purchase gift cards if they're unsure about specific gifts. This can appeal to last-minute shoppers and those who prefer to let the recipient choose their own gift.

Free Shipping And Discounts

Consider offering free shipping or discounts on Mother's Day purchases to incentivize customers to buy from your ecommerce store.  Put an eligibility deadline on placing orders for free shipping.  This incentivizes earlier purchases and alerts buyers that they’ll need to pay for shipping for purchases completed after the free shipping deadline.  

Post-Purchase Follow-Up

After the sale, follow up with customers to gather feedback and encourage them to share their experience on social media or review platforms. Positive reviews and testimonials boost future sales.

Inventory Management

Make sure to manage your inventory effectively to avoid stockouts of popular Mother's Day items. Monitor sales trends and adjust your inventory levels accordingly.  Review last year’s Mother’s Day sales to learn the impacts of this seasonal holiday on your inventory levels and sales velocity.  Then, plan accordingly for this year.

Budget For Mother’s Day 2025

If you set aside a budget for this year’s Mother’s Day, once the holiday is over, review if funds were allocated appropriately and make any necessary adjustments for next year. If you didn’t have a budget, imagine how much more successful you’d be if you didn’t “wing it.” Adding Mother’s Day line items to a budget or seeking a loan for a holiday marketing strategy will help ensure you are set up for retail success.   Upon completing your review, save those notes to streamline next year’s Mother’s Day go-to-market efforts.

Conclusion

No matter what you sell . . .  flowers, greeting cards, jewelry, vitamins / supplements, clothing, beauty care, electronics, food, personalized items, candy, décor, garden supplies – WHATEVER, Mother’s Day, like Christmas, Valentine’s Day, Black Friday, Back to School and others, presents business-building opportunities you must take advantage of.  Implement the tips above for this Mother’s Day, and then turn it right around, and do it again for Father’s Day in June. 

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Eric Youngstrom
By Eric Youngstrom

Eric S. Youngstrom is Founder and CEO of Austin-based Onramp Funds, an innovative funding provider that supports the growth of ecommerce businesses. Eric leads a team steeped in ecommerce, providing financing and other resources to empower online merchants to scale their businesses and achieve their dreams.