Americans will spend about $19.9 billion dollars on Mother’s Day this year. Do you want to get in on some of those sales?  If yes, target those who forgot Mother’s Day.

No one wants to be the child that forgot mom. This Mother’s Day you are going to come to their rescue. You will remind your customers about Mother’s Day and offer them a convenient way to purchase a gift for darling mom. Here’s how to run a late Mother’s Day sale:

Prep

1. Create a Mother’s Day Gift Guide for the child that procrastinated: make it really easy for the forgetful buyer to select and buy a gift for mom. By creating a gift guide you’ve conveniently curated a list of potential gifts from your online store and they all happen to be perfect for mom. You can post this gift guide on your blog, a new page on your website, Facebook, or create a catalog exclusively for Mother’s Day.

2. Use messaging that will appeal to the emotions: for example,

If you sell handmade jewelry try: “Mom’s outgrown macaroni necklaces”

If you sell crocheted couture beanies try:  “Who was always reminding you to stay warm?”

There are certain Mother’s Day themes that ring true and touch the heart: sacrifice: the nights she stayed up when you were sick, never missing a soccer game, lessons: reminding you to wash up, not snacking before dinner, and good ole love: making everything okay.

Promotion

3. Write out an attention grabbing headline: for example,

“It’s not too late to get a gift for mom”

“Did you forget Mother’s Day?”

“How to make mom feel extra special…even if you’re late!”

This will be your headline if you promote on Facebook and Twitter. And your subject line in an email.

4. Make the “path to purchase” easy: In your promotion, include a button, link, or graphics that leads the potential customer directly to your gift guide. For example:

Include a large call to action: A big red button in the email that says “Click Here for Mother’s Day Gifts”

Make it obvious: In a Facebook post use a large arrow to point to the link.

Like this “———> www.mylink.com”

Make it Special

5. Personalization: offer to wrap the gift and write a card.

6. Shipping: Offer expedited shipping at a higher cost.

7. Other avenues: Post the link to your gift guide on  Etsy forums and on relevant Facebook groups.

And that’s it. Good luck with your Mother’s Day promotions.

Every week we pick a few catalogs to show off. Here are some examples of catalogs:

Create or update your catalog today!

-Divya H. Pahwa

Divya is the community manager for Now In Store , where she builds marketing game plans and authors content to help small businesses grow. She has been featured on the Crew Blog, Life Hacker, Thought Catalog, PsychCentral, and FastCompany.