Home and garden businesses tend to get excited in the months leading up to spring. In areas of the United States hit by cold winter weather, it’s the first chance people have to start working outdoors and gardening again. Almost everywhere, regardless of climate, spring is a time for cleaning, redecorating, and change.
But the season also offers an extra opportunity for home and garden businesses. It’s one that, if harnessed correctly, could help you see an influx of new sales. We’re talking about Mother’s Day.
Opportunities for home and garden businesses
Mother’s Day always falls on the second Sunday in May. And the holiday provides several important sales-building opportunities for home and garden businesses, including:
Each year, Americans spend about $2.4 billion on floral arrangements for the mothers in their lives, on or around Mother’s Day. If your business sells flowers, vases, or anything related to this incredibly common gift, you can get a piece of this action.
Gardening as a hobby
There are more than 117 million gardeners in the United States, many of whom are mothers. Depending on which products you promote, this could be a perfect time to capitalize on both the impending allure of spring, and on consumer tendencies to purchase gifts for their mothers around this time.
Home improvements and décor
For husbands or children who want to treat their mothers to a quality-of-life upgrade, almost any aesthetic upgrade to the home can be a great gift. This might mean a light renovation of a heavily trafficked room, a new piece of furniture, or tasteful decorations.
These are just some of the most important opportunities home and garden businesses have around Mother’s Day. But you’re not limited to these ideas — use your creativity and brainstorm other categories of products or services you sell that family members might like to purchase as a gift.
Tips to increase sales
Let’s assume you’ve successfully come up with a list of products that will see increased relevance and consumer interest around Mother’s Day. What strategies should home and garden businesses adopt to get the most out of the holiday?
1. Start early
While there’s certainly no shortage of last-minute Mother’s Day shoppers, it’s in your best interest as a company to start marketing for the holiday as early as possible.
Planting the seed early, ideally a month in advance or more, helps you prime your audience so they start paying closer attention to sales, deals and special offers.
This will make your future pushes more effective and encourage your target customers to start buying earlier. Starting early is also advantageous because it might allow you to develop some long-term strategies, like search engine optimization (SEO), in plenty of time to reap the results.
2. Plan and automate a series of emails
Email is an especially useful marketing tool for Mother’s Day because you can plan and automate a series of emails to be sent to your target audience, with increasing urgency as you get closer to the big day.
For example, you could start by giving your recipients a heads-up that Mother’s Day is fast approaching, introduce new products and sales, then eventually warn recipients that Mother’s Day is this weekend, and make a push for last-minute gift ideas.
3. Push your anticipated top-sellers
Prepare your warehouse or store with additional stock of your anticipated top-sellers. Depending on the nature of your store, this might be floral arrangements, home décor, or other products that make good personal gifts. Take detailed photography of these items and update your online product pages to make sure the information is as relevant as possible. Make plans to push these items in your upcoming marketing and advertising strategies.
4. Add a new page to your site
Create a new page or category for your site centered around Mother’s Day. Talk about the nature of the upcoming holiday, and list some of your anticipated hottest sellers (or, if you have the data, your top-sellers from previous years). Make sure to include several hundred words of content, so the page is detailed enough to hook a reader’s interest and optimized for search engines.
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5. Optimize for Mother’s Day keywords
You’ll need a boost in traffic if you want to see a boost in sales. Consider optimizing several of your pages for keywords related to Mother’s Day. Write and publish new blog posts about gift ideas or buying guides for Mother’s Day, and change some of your page titles and descriptions to fit your new strategy. For help conducting keyword research, see my keyword research guide here.
6. Cater to emotions
Mother’s Day is an emotional holiday for many, so take advantage of those emotions in your campaigns. Use imagery and clever wording to evoke nostalgia, or inspire thoughts of familial love. If you have the budget for it, consider creating a video ad or product showcase — visual mediums tend to convey emotions better.
7. Take advantage of urgency
Include a countdown timer on your website to instill a sense of urgency and encourage more on-site conversions. As the day approaches, consumers will be more and more likely to finalize their purchases, and during the last few days, you’ll see a spike in last-minute gift purchasers.
8. Revisit your CTAs
Take this opportunity to audit the calls-to-action (CTAs) you have throughout your site. How compelling are your prompts? Are they well-suited to customers looking for gifts? How easy is it for a user to find a product they’re looking for? How fast is your checkout process? Now is the time to optimize these CTAs to maximize conversions.
If you’re interested in learning more about how home and garden businesses can increase sales, make sure to check out GoDaddy’s content archives specific to this niche. You also can learn more about GoDaddy’s custom-tailored marketing services here.