May 8, 2019

The Brands Winning Lasting Customers this Mother’s Day

Written By
Keely Stephens
How merchants are capitalizing on the highest expected consumer spend this Mother's Day.

Mother’s Day spending is forecasted to hit an all time high, with consumers expected to spend $25 billion on the holiday, up from $23.1 billion in 2018. That spend is attracting companies of all sizes, from subscription startups to quick-service stalwarts, looking for ways to grow their revenues based on the increased spend projections.

According to the NRF, spending during this holiday has been growing steadily over the last several years, and over that time, brands are getting more creative in delivering Mother’s Day offers and promotions. As a mom myself, I see firsthand how moms are interested in breaking the traditional mold of a bouquet of flowers and a card. As a result we are seeing different Mother’s Day gift categories grow rapidly, including special outings and personalized items. But ironically, don’t completely throw away the idea that mom doesn’t want the most iconic gifts like flowers, cards, and jewelry - those continue to grow in tandem. Afterall, where would Mother’s Day be without Hallmark?

As the holiday quickly approaches, let’s take a look at different ways brands are engaging shoppers and moms this Mother’s Day.

Subscriptions Thrive: Millenial and GenZ Shoppers Change Traditional Gifting

As younger Mother’s Day shoppers (shoppers under the age of 25) increasingly look to find gifts that are more unique, subscription boxes are proving to be an ideal option. With options tailored to every mom’s unique interest (check out the Amazing Bamboo Socks box), subscription or trunks are the gift that keeps on giving. From boxes like FabFitFun to more niche subscriptions like the House Plant Box, subscriptions have been growing as a gift option for a few years, and Mother’s Day is no exception.  One third of Mother’s Day shoppers say they’re interested in gifting a subscription service, and that jumps to over half with shoppers between the ages of 18-24.

As is the beauty of subscriptions, a Mother’s Day purchase means not only a new customer, but the potential to attract a returning customer for years to come. Looking to take advantage, subscription boxes from CrateJoy are offering discounts on more than 60 boxes, while favorites like BirchBox are offering special Mother’s Day themed boxes.

For the Foodies: Winning over the Stomachs of Moms Everywhere  

Last year, more than one in four Americans dined out on Mother’s Day according to the National Restaurant Association. Whether it be the traditional Mother’s Day brunch, dinner or takeout, below are some of the different promotions restaurants are serving up this year.

  • KFC: This year the fried chicken chain is thinking beyond its menu, offering not only a special on its new Cinnabon Dessert Biscuits, but also introducing its new Chickendale dancers, which are (you guessed it) Colonel-ized version of the Chippendales dancers. Customers can create a personalized Chickendales Mother’s Day video by going to http://chickendales.com, selecting their mom’s name, the state she lives in. From there, they can either download the video or share on social.
  • Einstein Bros. Bagels: Opting for a surprise breakfast-in-bed platter for your mom this Mother’s Day? Einstein Bagels has just the right touch. This year, the bagel shop is bringing back its boxes of heart-shaped bagels, meant for families to enjoy together on Mother’s Day.
  • Restaurants like The Capital Grille, The Melting Pot, Ruth's Chris Steakhouse, Fogo de Chão, and Seasons 52 are all offering special Mother’s Day brunch offers, including prix-fixe menus of specialty dishes and cocktails as well as limited time promotions that will keep customers coming back after Mother’s Day. Ruth's Chris Steakhouse is offering a $25 gift card promotion for future reservations.

The Classics: Mother’s Day’s Most Iconic Brands Continue to Shine

While shoppers continue to branch out from usual gift ideas, Mother’s Day gift mainstays continue to thrive in tandem. 1-800-Flowers.com, for example, expects to deliver 20 million stems and 160,000 plants and succulents this Mother’s Day. A staple for this holiday, one of the ways 1-800-Flowers.com keeps Mother’s Day shoppers coming back each year is its annual Local Artisan Collection, a special assortment of bouquets it offers once a year, giving shoppers the “exclusive” factor that makes their gift to mom feel that much more special.

Creating these annual, limited time collections of products or even discounts has proven a successful strategy for brands. Sephora, another Mother’s Day favorite, times its annual Beauty Insider Sale right before May 12. And, to make the deal even sweeter, Sephora is also offering shoppers 3% cash back with card-linked offers through Dosh, giving shoppers another reason to purchase their Mother’s Day gift from Sephora.

Meanwhile Hallmark, a brand largely thought of as synonymous with Mother’s Day, continues to win this holiday, with three in four shoppers expected to purchase a card for mom this Mother’s Day. Similarly, the brand offers an annual collection of both cards and gifts tailored just for mom each year, making it an easy choice for shoppers of all ages.

As spending for this spring holiday continues to grow, Mother’s Day has slated itself as a big opportunity for brands that invest in either special offers or promotions in theme with the holiday. Mother’s Day shoppers are looking to bring fun new ideas to their moms, while still honoring the traditions that have sustained the holiday for generations.


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