It probably won't come as much of a surprise that the top Google search regarding Mother's Day is "when is mother's day." For the record: it's the second Sunday in May, which in 2017 happens to be this Sunday, May 14th (you're welcome—go buy your mother a card). No doubt the shifting date of the holiday contributes to much of the forgetfulness, along with the fact that it is an occasion more likely to be celebrated with a card, flowers, and a phone call rather than a trip home. This doesn't mean, however, that brands should sit out the holiday: in 2016, the NRF estimated that U.S. consumers would spend $21.4-billion on Mother's Day. So how should brands engage with shoppers around a holiday that shoppers want to spend money on but can't seem to remember when it is?
Providing value increasingly means meeting shoppers on their own terms and addressing their pain points. CNN reported last year that 65% of Mother's Day cards are sold in the five days preceding the holiday. Coupled with the confusion depicted by their Google searches, we can reasonably assume that shoppers are looking for a way to remember in the first place, demonstrate they care, and do something relatively easy. One way brands can help with all three is do some of the work for shoppers. Purple Carrot, a meal-delivery service, recently sent Mother's Day cards in their subscribers' delivery boxes (images above and left). In addition to providing their members with a card to send, it offered a simple and thoughtful gift: one week of fresh, healthy meals delivered right to mom's door. This tactic delivers on the benefits of the service (saving time, providing convenience, and reducing cognitive load), strikes the right tone for the holiday, serves as a reminder, and does some of the work for the shopper. That's a win for the brand, the shopper, and hopefully...Mom.