While it may not be the biggest holiday of the year, Mother’s Day is celebrated across the UK, showing the mums and special women in our lives how important they are. But how has Mother’s Day gifting changed over the years? And how can you adapt your digital presence to help families do something special this year? We’ll take a look in this month’s Better Insights.
Mother’s Day began in the 16th century as a tradition of people returning to their ‘mother church’ during Lent, where workers were allowed to return to their families – usually meaning their mothers too. Nowadays, the tradition has shifted to a day of celebrating the mothers and women in our lives.
The tradition of giving flowers is also intertwined with the history – many would pick flowers on their journeys to both their mother church and mothers, and gift them when they arrived. Many mums today still do enjoy being given a beautiful bouquet of flowers! But our recent research has shown that 36% of mums would prefer to be taken out for a meal while another 13% would prefer an experience or day out.
With shopping restrictions over the last two years, it’s no surprise that more people have been using ecommerce sites to buy cards, gifts, and even flowers for Mother’s Day. Great product photos and the ability to search and filter items can make online shopping even more accessible. But for real-life experiences, showcasing your offering online can feel more challenging. There’s often no single ‘product photo’ of what’s on offer, and it’s harder to describe the whole atmosphere and experience of a physical space than it is to describe the flowers in a bouquet.
However, experiences and restaurants are growing an effective online presence. Not only can people go online to buy gifts, but many are also using the web to find inspiration for Mother’s Day. So how can you boost engagement online this year?
1. Make sure your website is impactful but easy to navigate. Having a website that showcases what you offer is essential. It should have both a strong visual expression while ensuring users find what they’re looking for. Make sure your site navigation is working with your users’ needs – can people access the pages they want?
2. Fine-tune your social media presence. Many consumers scroll through social media to find ideas and inspiration. This is especially true when it comes to restaurants and experiences, which are often more emotional. You don’t have to do the latest, trendiest thing – simply expressing the heart and joy of what you do is enough to make people plan a visit.
3. Create blogs and lists. Creating content about your service, its history or people, as well as useful guides and lists can engage users as they browse. Users want authentic, rich content so make sure what you’re writing is going to add value.
4. Show the sentiment. Make sure that people can see the soul and personality behind what you do even in digital spaces. Including atmospheric photos, design that shouts your brand personality, and highlighting the feelings others have with your services can give users is a great way to show what a great experience you can bring mums for Mother’s Day.
Mother’s Day may have changed in it’s purpose over time, but one thing hasn’t; we still love our mums. With these insights, you can help more families give a celebration to remember.