01 March 2023 | Published by Jodie Wilkinson
Mother's Day is just around the corner, and, if it's anything like last year, it's set to be a big day for consumer spending.
Data taken from takepayments card machines, online payments, and point-of-sale (POS) systems showed that, in 2022, our small business partners recorded nearly 200,000 transactions the week leading up to Mother’s Day. Survey research from Reach Solutions indicates that the average person plans to spend around £72 on their mum for Mother’s Day, meaning that customers could have spent as much as £14 million on Mother’s Day gifts at these businesses alone — and that could jump up even further in 2023.
With Mother’s Day remaining such a big opportunity for local businesses to win big if they play their cards right, we take a look at what you can do to prepare for the big day — and give your sales a well-deserved boost.
In the run-up to Mother’s Day, restaurants and cafes saw the most spending, accounting for almost a quarter of overall industry spending the week prior. On the day itself, these businesses claimed 2 in 5 of all transactions made, as Brits flocked to mum’s favourite local eatery to celebrate her day.
Surprisingly, nightclubs had some excellent results on Mother's Day, too, especially in the North. This sector saw the second most transactions after restaurants in regions like the North West, North East, and Wales — clearly the place to be for mums who love to dance long into the night!
It's clear that Mother's Day provides a huge opportunity for business owners to take advantage of consumer spending and drive sales. But what can you be doing to get your products out there? Let's take a look at some ideas that you can use right now.
If you're stocking up on Mother's Day-related gifts, then it's important that your customers know this. Shouting about your excellent products will get them on your customer’s radar, whether that’s online or in-store.
If you own a store, you could display your stock as people walk in so that potential customers can see it really easily. You could also add some marketing signage around your store to draw people's attention.
If you have an e-commerce website, remember to show on your homepage that you have stock for Mother's Day, with clear calls to action to take customers to the gifts.
We all know that finding the perfect gift takes hours of searching the internet. Why not help your customer out by pulling together a gift guide that showcases a selection of your products?
Here are a few guide title ideas, so your customer can shop by preference:
Top tip: Shout about your guide across your social media and email. Your customer probably won't just stumble across it!
Your promotion shouldn’t be limited just to where you sell your products. You could also be considering the type of marketing you’re creating so you can inform as many people as possible about what you’re doing.
If you have social media accounts for your business, use them to highlight everything you have going on in the lead-up to the big day. Remember to include links to your website, so your customers know where to shop.
In addition to social media, you could consider incorporating email marketing if you have a list of customers to contact. Free platforms like Hubspot and Mailchimp offer plenty of excellent templates that you can use to send to your customers. Read our guide to how to create a simple email marketing campaign to find out more.
Mother's Day is something that many businesses will be looking to get involved in. You may not be able to offer your customers everything they want, so why not look at other local businesses to promote and perhaps partner up with in the lead-up to the big day?
How could this work? Well, one example could be that you might own a nail salon. Why not ask a local hairdresser if they might be interested in offering a joint beauty package? Or, if you're a florist, you could look for businesses that sell chocolate, and together you could offer a discount if a customer purchases from both of you.
This is also excellent promotion, increasing awareness of your business when Mother's Day is over. You may even gain some new customers!
Promotions and discounts are a great way to encourage your shoppers to buy, boosting sales on Mother’s Day. Here are a few types of deals you could consider running for inspiration.
Now you know how to enhance your sales on Mother’s Day, it’s essential that you’ve got the right tools to accept payments. At takepayments, our card machines for small businesses are equipped to make payments easier.