Do you promote your store as a great option for Mother's Day shoppers? It can be a little tricky. After all, trying to raise awareness on the radio or TV may not be cost-effective, given the short flight you'd need to run. Here's how I'd do it, if I owned a jewelry store:
- Change the home page of my website to feature "Affordable Mother's Day Gifts" for two weeks leading up to Mother's Day. Beautifully-shot jewelry plus price-points, with the implication that this is just the tip of the iceberg. If I had e-commerce capabilities, I would urge customers to buy now online. (The NRF stated that 25% of consumers would buy mom's gifts online, up from 21% last year.)
- Send out three emails – one two weeks in advance, one a week in advance, and one three days in advance – to customers highlighting three different affordable options for Mother's Day gifts (maybe in silver, gold, and pearls). I would ask the question: "Why spend on flowers or chocolate when you can give her something she can wear forever?"
- Promote a different piece on Facebook each day, describing the type of mom that would wear it. This would play to all the things people love about their moms.
The great news about this strategy is, it hardly costs anything… just what you'd pay your in-house marketing person or a service like Constant Contact to construct the emails and change the website. When the potential sales are so high ($18.6 billion nationally), it seems like it would be well worth the effort.
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