A prime gifting opportunity for doting children and partners, Mother’s Day is a date circled in everyone’s calendar. It’s a wonderful opportunity for retailers too, as those shopping for Mother’s Day tend have a 74% higher basket value than other customers. So, priming your shelves with the right stock and a considered approach will help you to create and capitalise on in-store theatre.
As many as 40% of shoppers who buy Mother’s Day gifts will do so impulsively. To make sure you can provide for and encourage these shoppers there are a few simple things you should keep in mind. Firstly you should plan ahead – this will ensure that your store is not only prepared for those that come looking, but helps to prompt those impulsive shoppers, too.
One way you can encourage shoppers is to catch their eye by building exciting displays. They’re much more likely to pick up a gift for Mum if they notice something that she would love! You can have the same effect on shoppers who aren’t even in-store, too! Advertising your lovingly created offering online will catch the attention of a much wider range of potential customers and plant the seed for when they next visit your store.
When it comes to building your range, there are some key areas that are worthwhile focussing on. Research from last year shows that 47% of shoppers who bought a gift and a card actually bought them from different shops. So, offering both makes the customer journey simpler and more appealing and will help to secure a higher portion of sales.
Filling your shelves with the most popular lines will do this, too! As Mothering Sunday comes around, boxed chocolate has long been the most popular type of gift. When shopping for others, consumers tend to prioritise quality and brands – two factors that go hand in hand. The fact that a brand is popular on gifting occasions shows that consumers trust them and their quality. Build your range with a mix of the biggest brands and most popular lines to provide what shoppers are looking for. Look to lines such as Cadbury chocolate boxes, Lindt Lindor, Ferrero Rocher and Terry’s Chocolate Oranges! Meals are a popular way to celebrate Mother’s Day and by offering a deal around this you can capture meals even further. Whether that’s with a box of chocolates to share after a main or chocolates and alcohol, you know that shoppers love a deal!
The layout of your promotional shelving can not only help shoppers to notice your Mother’s Day selection, but it can also be used to encourage trade-up options and additional sales. By pairing your range of chocolate gifting options and share bags with alcohol and flowers, you are reminding shoppers that they all pair together wonderfully. This will encourage shoppers – particularly those more impulsive ones – to supplement their chocolate gift with a drink and some flowers.
As with any other seasonal event throughout the year, Mother’s Day gives retailer the opportunity to meet the needs of shoppers and drive incremental sales in-store. By hitting the key requirements of shoppers and offering quality products from trusted brands is a great way to build an offering, whilst as always it is important to create excitement with your displays and by advertising your range online.
When it comes to choosing your wholesale gifts, you’ll find the brands that shoppers love here at Hancocks. Our range of chocolate boxes includes the stock that your customers want to see in store, available to order online and available with express delivery to ensure that you have it when you need it. From Cadbury Milk tray and Lindt chocolate to If you have any questions about our stock or delivery options, simply contact us and we’ll gladly help out however we can.
