Mother’s Day is fast approaching.

You have less than two weeks to sort your sh*t out if you haven’t already.

I’m not talking about gifts (however, you should be doing that too).

I’m talking about your campaign. Ya know, the marketing one… for Mother’s day… you’re not telling me you haven’t sorted it out yet, are you? Lord who raised you.

Fear not, I’m here to help get your A into G (with love, of course.)

For some businesses, Mother’s Day can act as a huge sales boost. Of course, it’s natural for businesses such as confectionary or flower shops, but we can look beyond that.

Some stats to get you thinking…

• Experience gifts were trending in 2023

• Personalised gifts are getting more popular, with 26% of consumers interested in gifts that can be personalised

• 57% of consumers agree that gift sets are a good value for money in regard to Mother’s Day gifts

Think about what your business can offer outside of the regular-degular. What is usually marketed as “for Mom” and what Mom really wants are quite often two different things.

Understanding her mindset is a hugely important, and an often missed aspect to crafting your campaign.

So, what does she want?

According to staff at Oprah Daily:

• Presence is her present. Consumers connect with brands that tell meaningful stories. So think about how you can emphasise the importance of "togetherness" in your campaign.

• Please don’t make me think. Moms are always having to think ahead--What’s for breakfast? Who’s getting who from soccer practice, etc. Not having to cook is great, but not having to think about ANYTHING is even better. So offer a practical solution with your campaign. Bite sized tutorials and how-to guides work a treat.

• What kids? "Me time" is something busy mums don’t often get. Offer something she can do by herself! Think a massage or a glass of wine and a book. If you’re a product-based business, try placing your product in a scenario like this. This will help both moms and the kids/dad that are purchasing from you.

A well-crafted Mother’s Day marketing campaign is a great way to drive brand loyalty and boost marketing KPIs, such as brand awareness and customer acquisition.

Regardless of your marketing goal, ensure that your Mother’s Day campaign is engaging. It has to focus on what matters to consumers in 2024 AND be relevant to your target audience.

-Sophie, Pop Culture Queen