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5 Mother’s Day Jewelry Marketing Ideas to Increase Sales

Mother's Day Jewelry Marketing Ideas
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How ready are you for this year’s Mother’s Day celebration? Like last year, this year is going to be different. Some people in some parts of the world might be allowed already to visit for the celebration while others might not. As a jewelry retailer, you should be able to accommodate the needs of your shoppers regardless of the circumstance. Let’s help you kickstart your Mother’s Day sales with timely and relevant jewelry marketing ideas.

Celebrating Mother’s Day in the Time of Corona

Mother’s Day is just around the corner!

And while it might still be a little different this year, there’s no better time than this to appreciate the selfless women and the tremendous workload they have faced and are continuously facing in this difficult time. Fortunately, while the virus put the world to a halt, nothing can stop the celebrations of love. People have been good at adapting their spending and gifting plans in light of the ongoing health crisis.

According to the National Retail Federation (NRF), 86% planned to celebrate Mother’s day in 2020. This year might not be far from it as the year-long restrictions did not stifle the pre-pandemic demand for celebrations, especially that consumers now have found safer ways to express their love.

Jewelry has always been one of the top Mother’s Day gift categories. The pandemic did not change it at all, but you’re probably wondering how you can put your brand in the spotlight considering all the changes in consumer spending and plans this year.

Based on the NRF’s Annual 2020 Mother’s Day Spending Survey, there are four considerations that shoppers look out for when picking out a Mother’s Day gift.

Shoppers' Considerations When Picking Out a Gift for Mother's Day

Do you fall under any of these categories? If so, take your jewelry products and design a creative marketing strategy around them to put your brand in shoppers’ list of gift options. After all, shoppers often look to retailers for Mother’s Day gift inspiration.

Lets begin!

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5 Jewelry Marketing Ideas to Implement this Mother’s Day

1. Email your Mother’s Day gift ideas to your customers

Jewelry marketing ideas for mother's days
Mother’s Day jewelry catalog email by Wholesale Jewelry Website, jewelry photos captured with the GemLightbox

Put your brand in your customers’ radars by leveraging email marketing. Go to your email list and create a Mother’s Day campaign that’s tailored to the objectives of your target shoppers.

As we’ve mentioned, an email marketing list is important for your jewelry business because of the following reasons.

  • Emails are more personal, private, and intimate.
  • They allow more room for personalization; hence, they’re purposeful, which makes them more effective.
  • With emails, you’re not at the mercy of social media algorithms.
  • Customers favor custom content, which can increase their purchase intent and your conversion rate.
  • By putting your brand out there in your customers’ inbox, you’re one step forward to building top-of-mind awareness.

Your email communication can be varied. For instance, you can send a Mother’s Day gift catalog similar to the catalog created by the Wholesale Jewelry Website. This will help ingrain your brand in your customers’ memory; thereby, making them think about your business or products when the time comes for them to buy a Mother’s Day gift.

Other email communications may include store schedules, shipping options, and other relevant information that may affect their transactions.

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2. Create a Mother’s Day gift guide

Create a Mother's Day gift guide

Buying a gift can sometimes feel overwhelming, especially with numerous options online and offline. Simplify the gift-buying process for your customers by creating a Mother’s Day gift guide so that they can shop according to categories.

Some gift guide categories may include the following:

  • By price point (Jewelry gifts under $100, $50, etc.)
  • According to recipients (For moms, wife, sisters, friends)
  • Based on product categories (necklaces, bracelets, rings, earrings)

Make the gift guide categories as organized as possible to make customers’ browsing a breeze. This way, they can find the perfect gift for their loved ones without spending most of their time browsing through irrelevant product items.

3. If possible, partner with other local businesses

Mother's day jewelry marketing ideas

As customers favor a unique gift that creates a special memory, partner with other local businesses to provide not only a special tangible gift but also an experience, at once.

When partnering with other businesses, find a business that’s not a competitor but also complementary to your offering. For instance, if you can find a local entrepreneur that’s willing to hand out salon gift cards, then you can offer a jewelry package that includes two gifts in one. You can also collaborate with artists to give customers a chance to design a free custom greeting card that will come with every jewelry purchase.

This partnership is a win-win opportunity for both of you. It widens each other’s exposure while it increases customer engagement.

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4. Run a giveaway

jewelry marketing ideas for mother's day - run a giveaway

Don’t forget the reason for the occasion. More than the tangible gifts, it’s the heartwarming stories that capture the heart of the public. Elicit meaningful, loving reactions by running a giveaway infused with human emotions.

For instance, encourage your social media followers to share touching stories about or photos of their moms. Ask them questions like what makes their moms their heroes or what makes their moms special to allow them in a welcoming environment where they can honor their moms and tell you more about them. Then, pick your giveaway winner/s. It could be a pair of earrings or a gift card—whatever your business can afford to give.

When running a giveaway, lay out the rules as clearly as possible to avoid confusion and conflict along the way. A giveaway is one of the many jewelry marketing ideas that offers a lot of benefits. These benefits include the following.

  • Giveaways help you build your social media network.
  • They generate quality leads.
  • A carefully thought-out giveaway increases brand and product exposure.
  • And increases customer engagement with your brand.
  • They are fun, which gives life to your online community.

5. Add that extra little touch

Mother's day jewelry marketing ideas - add that extra little touch

Turn every Mother’s Day transaction into a relationship by adding a dash of fun but a wholly meaningful value.

Customers like extras and Mother’s Day is an ideal moment to pamper them with those extra little touches. Some extras you can offer are free gift wrapping, gift bags, small greeting cards, coupons that they can use for future purchases, and other little gifts that come with purchases. For example, offering a small pair of earrings for a minimum single-receipt purchase of earrings worth $300. These gifts with purchases can spark ideas of a mother-daughter earring pairing, which is cute, touching, and fun at the same time.

Extras leave a good impression with your customers, and these extra little touches can go a long way towards building positive customer shopping experiences—a feeling that they will always remember long after the checkout process.

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How are you connecting with your customers this Mother’s Day?

At the end of the day, a Mother’s Day campaign is more than just about increasing sales; it’s also about building a connection that will last you through the years. Be savvy and genuine with your marketing approach and you will be rewarded.

What other special plans do you have for Mother’s Day? Let us know more of your jewelry marketing ideas in the comment section below!

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