No sooner does the dust settle from Mother’s Day campaigns than marketers turn their attention to Father’s Day. But before setting Father’s Day activities in stone, can marketers learn anything from their Mother’s Day efforts that could help them boost sales in June?
After a careful analysis of Mother’s Day 2017 marketing and sales data, we believe the answer is yes.
In the month leading up to Mother’s Day, our team gathered data from more than 2,400 online retailers related to cart abandonment, email re-marketing, conversions, and sales. The e-tailers that we studied were in five industries – Clothing, Footwear & Personal; Department Stores; Food & Drink; Recreational Products & Services; and Specialty Retailers.
Our infographic below offers a full overview of the data, and here are a few key points that marketers should keep in mind as they’re running their 2017 Father’s Day campaigns.
Mother’s Day Sales Didn’t Peak Until Closer to the Holiday
While shopping for December’s big holidays gains significant momentum in October and November, the same can’t be said for Mother’s Day. Peak sales were on May 8th, one week before Mother’s Day. Interestingly, the most popular day for shoppers to buy on a mobile device was on May 13th, which was cutting it very close!
For marketers planning their Father’s Day efforts, the biggest Mother’s Day takeaway is to be patient. It’s certainly important to start Father’s Day marketing efforts sooner rather than later. But don’t be alarmed if sales don’t pick up until after Memorial Day.
Email Remarketing was Most Effective the Week Before Mother’s Day
Unsurprisingly, the peak sales day was also the day that email re-marketing open rates were the highest.
For Father’s Day, make sure you’re planning a “last chance” themed email campaign for the week before June 18. Shoppers clearly appreciated these reminders for Mother’s Day, and likely will for Father’s Day as well.
Abandonment Rates Spiked in the Days Leading Up to Mother’s Day
Desktop and mobile sales may have been at their highest in the week leading up to Mother’s Day, but so were cart abandonment rates. This year, May 11 saw the highest abandonment rate of all days in the month leading up to the holiday – a staggering 89%.
For Father’s Day, try to counter these high abandonment rates in the week leading up to the holiday by offering additional onsite incentives. If you can afford free, guaranteed delivery, it can help to alleviate last-minute shoppers’ concerns that their gifts won’t arrive on time.
Tuesdays Were the Least Popular Shopping Days, and Saturdays the Most
Mother’s Day shoppers clearly used weekdays for browsing, and weekends for purchasing. If you want to increase sales during the weekdays leading up to June 18, consider running weekday deals. For instance, a 24-hour promotion on the Tuesdays leading up to Father’s Day that offers a discount on all purchases, or a free gift, could go a long way toward boosting Tuesday sales.
Since people are already inclined to buy on the weekend, marketers could run campaigns on weekends that simply remind people to do their Father’s Day shopping, and not offer additional incentives for doing so.