Mother’s Day is May 8th and Father’s Day is a little over a month later on June 19th. If executed strategically, your brand can position itself as a great source for gift-giving during these holidays.

With 84% of US consumers celebrating these holidays and 39% making their gift purchases online for these holidays, your marketing strategy needs to be solid.

At Rossman Media, we pride ourselves on being a helpful resource when it comes to all things digital marketing. So we’ve put together this post full of strategies on how to promote your brand for Mother’s Day and Father’s Day gifting. 

Gift Guides Have High Conversion Rates

There are two approaches to gift guides that we recommend you jump on board for.

The first is influencer-generated gift guides. Many influencers produce gift guides for each holiday usually in the form of a blog post. These gift guides highlight and link to their choice of gift options for any given holiday.

Gift guides have high conversion rates. Our theory is that it is because consumers read a gift guide with the intent to purchase. 

Another enticing component of working with influencers who produce gift guides is that the average gift guide costs $50 for placement.

You can reach out to targeted influencers directly or work with an influencer marketing freelancer who recruits the gift-guide influencers for your brand.

The second approach is putting together a branded gift guide. With this, you’ll create a gift guide of different product options from your brand and promote it heavily.

Implement both approaches and you’ll be golden!

Tap Into the Right Hashtags

Reverse engineer how consumers find your brand for holiday gifting. You’ll see that a lot of them stumble upon your brand when they are SEEKING out a gift. So instead of blatant ads, tap into hashtags you think your ideal consumer will search for and craft a series of social posts that use these hashtags.

If you’re stumped on which hashtags to use, there are a handful of hashtag generators out here and this list has a bunch. 

Hashtags expand your reach but keep your current audience in mind. Meaning, make your social posts relevant and helpful–don’t just hijack hashtags.

Work With Influencers

Influencers can get your brand in front of consumers that you can’t get in front of with your other advertising efforts.

Influencers make authentic brand recommendations and it’s wise to partner with them to promote your products during the Mother’s Day and Father’s Day shopping season.

Educate your influencers about your products but leave room for creative freedom. Influencers know how to engage their audience better than you do.

We could write about the benefits of partnering with influencers all day so for some further best practices on this strategy check out this post, this post and this post.

Offer a Time-Sensitive Discount

We are all guilty of seeing a product we want to buy and deciding we will purchase it later.

When promoting your brand for Mother’s Day and Father’s Day, offer discount codes and promotions that have a deadline to create some purchasing urgency.

Your discount can be for a percentage off a purchase, free shipping, free bonus product, etc. Just make it enticing enough that consumers will stop what they’re doing and buy your products for their parents.

Implement an Email Series

Email marketing still has high conversion rates. Use this to promote your brand as a viable option for Mother’s Day and Father’s Day gifting!

Map out your editorial calendar and send a promotional email at 6 weeks before the holiday, 4 weeks, 2 weeks and 1 week. So 4 emails total.

Sometimes consumers need to be touched a few times before they’re ready to purchase.

Promote UGC

Consumers love social proof. So instead of promoting “salesy” content about your brand, highlight consumers who love your brand. It’s more relatable.

UGC can be earned social posts, testimonials, videos, etc. and are a better use of your paid social budget than branded ads.

Do you have strategies for brands to promote themselves for Mother’s Day and Father’s Day gifting? We’d love to read all about your efforts in the comments below!