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Welcome to the SnapRetail Podcast! These bite-sized episodes will give you the email, social media, and website marketing advice you need to market your small business and get the most out of SnapRetail.  The information we present is delivered by our Customer Success Team, easy to understand, and Made for Main Street! 

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Apr 28, 2017

Mother's Day Marketing

Hosted by Shelby Klick and Vince Ventura


Mother’s Day is a major Holiday for Retailers in all industries.

  • In 2016, 21.4 Billion dollars spent for this holiday.
  • 2017 - Expected record high of $23.6 Billion spent for mother’s day.
  • 84% of Americans celebrated this holiday.
    • 24% of shoppers plan on going to local small businesses
    • Increasing to 30% will shop online
    • 31% in specialty stores like jewelry, florists, gift, electronics.
  • $172 Dollars spent per person in 2016 -    $186.39 per person in 2017
  • Ages 25-34 spent the most, followed by 35-55.


The Key to marketing for Mother’s Day this year is to stand out from the Crowd.


  • Many places rely on the holiday to do the marketing for them. “It’s Mother’s Day, Shop with Us”.
  • One sales tactic will be to market to the emotional side of your customers.
  • Attempt to create a memory, just not sell a product.
    • What do you get for the most important woman in your life?
    • You can never thank her enough for all she does, but a gift is a good place to start.
    • Years from now, you’ll always remember what her perfume smelled like.


  • Be a resource
    • Most people are lost when it comes to thinking of a gift for someone else. Be a resource with gift guides, helpful displays, specific products and services for mom, or creative events.
      • Events can be focused as a way for customers to spend time with mom, or an event to give dad and kids a chance to pick a gift.
      • Offer gift wrapping or a free Mother’s Day card with purchase
      • Offering services? Still give them something tangible that they can still wrap for Mom.


  • Who are you targeting?
    • There can be unexpected target audiences for a holiday like this.
      • Anyone shopping for their Mom
      • Spouses shopping for their wife
      • Spouses shopping with their kids for their wife
      • Grandchildren buying for Grandmothers
      • Moms who can take your gift guide and tell their family exactly what they want.
    • You’ll want to start marketing as soon as possible.
      • For events or pricey items, people may need some time to commit. Send initial email to get customers to start thinking about your store or your products.  Send a reminder email or an incentive closer to an event or to Mother’s Day to get them to commit.

Key Points:

  • Pick a target audience and commit an email to it. If you can segment your audience for this, your email will perform better.
  • Don’t be afraid to send a follow up email reminding people about the event or the sale you have going on, especially when time is running out.
  • Don’t skip out on being creative because the holiday “Sells Itself”. Be creative, stand out from the crowd, and work towards creative a memory, just not selling a product.