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Make Mother’s Day Profitable for Your Amazon Store

Last year, nearly one-third of Mother’s Day sales occurred online. With the holiday catered to mothers across the globe estimated to surpass $24 billion in spending, sellers need to establish a SKU-specific strategy so that they are adequately prepared for Sunday, May 13. By Catie Grasso April 20, 2018
Make Mother's Day Profitable for Your Amazon Store
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Catie Grasso is a content manager at Feedvisor where she oversees and executes on the company's content strategy. She enjoys running, trying new restaurants, and traveling.

Last year, nearly one-third of Mother’s Day sales occurred online.

With the holiday catered to mothers across the globe estimated to surpass $24 billion in spending, sellers need to establish a SKU-specific strategy so that they are adequately prepared for Sunday, May 13. While some Amazon sellers start their Mother’s Day prep in early Q1 and others two to three weeks before, it’s important for any holiday-inspired marketing campaign to appeal to the target demographic and instill a sense of urgency in order to rake in incremental purchases.

Most often on Mother’s Day, shoppers are buying for mothers and stepmothers. However, they are also buying for wives, daughters, grandmothers, godmothers, sisters, and friends, so sellers don’t need to overly limit their scope and can adapt their assortment to focus on gifts that will attract to those groups of people.

The most popular Mother’s Day gifts tend to be:

  • Flowers
  • Greeting cards
  • Clothing and accessories
  • Jewelry
  • Candy and sweets
  • Cosmetics, beauty supplies, and perfume
  • Consumer electronics
  • Books or CD’s
  • Houseware or gardening items

With mothers everywhere becoming more and more tech-savvy, combined with the rise of voice control technology, we expect consumer electronics to move higher up the list as a top, popular category for Mother’s Day. The key to converting Mother’s Day shoppers is to leverage the occasion to your advantage: if any of these items fall in your store’s wheelhouse and are high performers for you, it’s important to act appropriately to bring in the additional conversions.

You can bundle existing products that fall in the same category or that complement each other for cross-category promotion, you can create exclusive product editions that are only available leading up to or on the holiday itself, and you can run promotional pricing and deals to entice buyers to make a purchase. Bundling products offers convenience to the customer and therefore adds additional value to your store.

You can also add references to Mother’s Day within your product copy including titles and headlines in order to catch the attention of the buyers that you are working to target. Using references such as “last chance” and “buy now” will urge customers to take action sooner rather than later.

If you utilize Sponsored Product or Headline Search Ads, you should update the items in those advertising mediums to ones that are tailored toward mothers, can be given as gifts, or that perform well in the May timeframe so that you can play up your items’ seasonality during the Mother’s Day shopping period.

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