Mother’s Day Roundup
A Great Day for Mom and eGift Cards
Coming in as the second biggest holiday for eGift Card sales, 2012 Mother’s Day proved that eGift Cards are gaining adoption with existing CashStar brands realizing a 62% year-over-year increase in eGift Card gross sales during the week of Mother’s Day. Gross sales were up over 100% across all CashStar Brands.
Here’s a behind-the-scenes look at Mother’s Day for CashStar and our partners.
First Annual CashStar Mother’s Day Survey: 12 Million Moms Prefer an eGift Card
In advance of the holiday, CashStar teamed up with Harris Interactive to survey mothers and those who buy for them to examine if mothers are truly getting what they want on their special day. While meals out at a restaurant with their family is the most popular choice with one-third (34 percent) of mothers selecting this, 12 million moms* (14 percent) indicated that they would most want to receive a personalized eGift or gift card – that’s almost as many as who wanted the traditional gift of flowers (15 percent). Moms of Millennials were most likely to have their wishes fulfilled when it comes to eGifting. Thirteen percent of U.S. adults with a mother planned to get them a gift card this year.
“The way we think about gifting is changing, and this survey really drives home the growing demand for personalized eGifts,” said David Stone CEO of CashStar.
Mother’s Day by Partner Verticals
Since the CashStar Mother’s Day Survey indicated meals out to be the hottest gift for moms it’s not surprising that our partner restaurant brands experienced solid year-over-year growth. But since eGift Cards are truly the most personalized gift one can give, the top performing partner categories may be a bit unexpected:
- Technology: +132%
- Clothing: +58%
- Pizza/QSR: +39%
- Restaurants: +29%
Mom Always Says to Plan Ahead – And She’s Right!
It was not by luck that our top performing brand partners significantly moved the needle during the mother’s day period. Strategic planning and smart marketing tactics positioned them perfectly for the holiday. How did they do it?
- Decision Tree Messaging: Leading up to Mother’s Day, this retailer changed messaging to promote eGift Cards as the way to “To Get It There In Time!” On the big day, the decision tree page copy was updated to read “Arrives TODAY via email.”
- Making eGifting Twice as Nice: Consumers can’t resist a “give one, get one” (GOGO) offer. In fact, CashStar retailers running GOGO promotions leading up to Mother’s Day realized on average a 92% incremental increase in eGift Card gross sales.
- Employing CashStar Connect Email Services: Three brands partnered with CashStar to send a Mother’s Day eGift Card email to prior purchasers and recipients. The result? A 5-10% sales increase during the peak gifting period. And, the emails triggered purchases in the 10 days that followed Mother’s Day. CashStar offers turnkey email services based on existing templates or the existing eGC template – all you have to provide is the list. Contact your CashStar Client Services representative to learn how we can create an email for you.
Going Mobile for Mom
During the week of Mother’s Day, one brand saw very impressive mobile sales with 9% of its eGift Cards purchased on the mobile optimized platform. On the day of Mother’s Day, 14% of that same brand’s eGift Card purchases were on the mobile platform.
On average, CashStar brands that utilize the mobile optimized platform saw 5% of eGift Card purchases made on the mobile optimized platform during the week of Mother’s Day. This number aligns well with industry data. The “State of Retail Online 2012” Shop.org study conducted by Forrester Research indicated that mobile sales were 1.5% of overall web sales and tablets sales were 3.2% in 2011. Specifically in the realm of eGift Cards across all CashStar brands, 7% of eGift cards were purchased using a mobile device in 2011, up from 1.2% of eGift cards in 2010.
Onward to Father’s Day
The third-ranked top eGift Card purchase holiday is just a few weeks away. For tips on how to optimize your eGift Card Marketing in time for Father’s Day and best practices for future holidays, download our Father’s Day Success Plan best practices document, or call your CashStar Client Services representative.
* Number derived from CashStar Harris Interactive responses extrapolated to U.S. Census 2010 data
Mother’s Day Survey Methodology
This survey was conducted online within the United States between April 27 – May 1, 2012, among 2,212 adults age 18+, of which 1,135 were women and 822 were identified as mothers. Figures for age, sex, race/ethnicity, education, region and household income were weighted where necessary to bring them into line with their actual proportions in the population. Propensity score weighting was used to adjust for respondents’ propensity to be online.