Marketing to last-minute Mother’s Day 2016 shoppers [infographic]

To Mom, From Your Online Store

Time is running out for Mother’s Day 2016 — unless you’re an online business. That’s because last-minute shoppers love e-commerce. About one-third of Mother’s Day shoppers wait until a week ahead of the big day to make their online purchases, while 18 percent hold off until the 48-hour mark.

And online shoppers spend 38 percent more than offline shoppers for Mother’s Day gifts, with an average spend of $225.87!

Mother's Day 2016 InfographicHow to capitalize on Mother’s Day 2016 online sales

If you run an online store, it’s not too late to get in the Mother’s Day 2016 gift-giving action. As illustrated in The Shelf’s infographic, here are six ways online businesses can connect with last-minute shoppers:

PPC campaigns

Mother’s Day clicks don’t start coming in until the final week, so reserve enough budget for one last push. Shoppers are buying gifts for more than just their moms, so target keywords like: stepmoms, grandmothers, aunts, sisters, wives, friends, and daughters.


The highest conversions are in clothing and accessories. No matter you’re your industry is, ensure you’re reaching the right audience by including Mother’s Day-specific CTAs. Your ads will convert much better!


Enlist an influential mommy blogger to post content or run an Instagram takeover that can get the ear of your target market. Allow her to curate her favorite Mother’s Day gifts from your product line to drum up interest.

User-generated content

Feature UGC of influencers or your customers directly on your website, in last-minute email campaigns, and on social media. UGC is highly effective in driving conversions because customers can envision the product in the context they would use it.

Email campaigns

If you sell anything gift-worthy, you should be sending out emails before the big day. Think guaranteed delivery and gift cards. A rushed shopper will gladly pay the price for their lack of planning!

Read on for more Mother’s Day insights in this infographic.

Courtesy of: The Shelf