Capitalize on Mother’s Day with contests and deals store

As well as being one of the biggest gift-giving days of the year, Mother’s Day (on May 12, 2013) is a huge opportunity for media companies. Take advantage of the holiday to run some online promotions and capture a share of the seasonal revenue.


Consumer spending for Mother’s Day was expected to reach $18.6 billion in 2012, with the average person spending around $152 on gifts for their mothers, wives, grandmothers, sisters, and friends. Men spend even more, with an average $190. Popular gift choices included flowers (66.4%), clothing (32.8%), electronics (12.7%), gift cards, and massages or spa services. Over half of those who celebrated the holiday (54.3%) treated a mother to a nice dinner or brunch out. The best part? In 2012 a full quarter (25.6%) of shoppers bought their gifts online.

A great way to capitalize on the holiday is by running a deals store or Mother’s Day contest. A deals store in particular is a great opportunity to include a variety of advertisers around a central theme. Based on the numbers above, advertisers in the restaurant, beauty, and retail categories would be great to target. A few ideas?

• Fine dining establishments (especially seafood restaurants)
• Florists
• Clothing and department stores
• Spa and massage
• Jewelry stores

For the most value, run a contest in conjunction with your deals store. Any mom-related contest is a natural fit for Mother’s Day, and photo contests are huge engagement drivers. Include an opt-in on the registration page to grow your deal email list and amp up your reach for your deals store promotion. Another idea? Have the prize sponsor also offer a deal in the store, since you know the entrants are interested in what they have to offer and not everyone can win the grand prize.

To learn all about selling and administering promotions around Mother’s Day, check out the recording and top takeaways from our How to Sell Mother’s Day Promotions webinar!

Source: Radio Advertising Bureau