For Mother’s Day, retailers are selling experience – and shiny things
By Jay Keller
While flowers are generally top-of-mind for mom each year, merchants in 2013 are working harder than ever to entice shoppers with something different by providing extra incentives to buy certain products.
With the rise in health-conscious shoppers comes a recent surge in the popularity of fresh fruit as a snack over sugary sweets.
Offering a twist on the traditional gift of flowers, Edible Arrangements said earlier this week that moms “want to be wowed by something delicious and smart,” a trend that has helped company set sales records over the past 11 years straight during Mother’s Day weekend.
“Healthy living is a top priority for consumers,” Edible Arrangements CEO Tariq Farid said in a statement.
Other retailers, however, are using strategic partnerships to offer gift guides that feature co-branded online storefronts with expert-selected merchandise and feedback.
ProFlowers, and sister brand RedEnvelope, are partnering with the editors at Woman’s Day and REDBOOK to offer special online storefronts that feature the “editor’s choices” for gift ideas, tips and other specialty items for shoppers.
This massive collection, which is also promoted in the May issues of the print magazine, seeks to create a special place that appeals to mothers, a destination to which they will return.
“Our new Mother’s Day collection will help customers create an unforgettable experience for moms,” ProFlowers and RedEnvelope spokesman Greg Chapman said in a statement.
On a local level, while retailers continue the trend of partnering up with traditional news and information outlets, other rising stars are working to create a hyperlocal online presence in honor of mom.
DNAinfo.com New York, a self-described leading neighborhood news source, launched a Mother’s Day Gift Guide that features their shopping aficionado Victoria Floethe who scoured the city’s neighborhoods to find the most-coveted, unique presents at a range of prices.
“Rather than simply sending another bouquet of flowers, New Yorkers can find interesting gifts tailor-made for their moms,” DNAinfo.com managing editor Michael P. Ventura said in a statement.
The idea is to shop local for the coolest gifts and trusty classics for all types of moms, whether they love gardening, fashion, music.
Some mothers and grandmother, on the other hand, prefer to not be pampered but instead be given a gift that gives back to a cause.
Charities, both local and national, offer a many ways to mark the vital role a mother plays in her child’s life and UNICEF is marking 2013 with a special effort as well with its newly-released, special line of gifts that “help provide children in developing countries with a healthier childhood.”
Customers can donate $93 in honor of mom to have a “Safe Birthing Kit” delivered to an area of the world where access to health care for expecting mothers is limited.
Other traditional gifts like cards and jewelry that support UNICEF can also be purchased online or at select retailers including Barnes and Noble, Hallmark Gold Crown, Wal-Mart, CVS, Walgreens, Kroger, Kohl’s and Safeway.