It’s a good year to be on top of your Mother’s Day game.
In 2019, 35 percent of Mother’s Day shoppers were buying gifts for grandmothers, sisters, friends and daughters, expanding the reach of the holiday. Gifts for grandmothers could be particularly popular this year, since many people have had limited time to spend with extended family.
Signs point to the appeal of pearls, as well as personalized gifts such as birthstones and initial engravings.
Consultant Kathleen Cutler suggests trying a Mother’s Day gift-giving campaign, offering flowers or gifts to your best clients who are also mothers.
Successfully marketing jewelry, especially in 2021, means connecting with customers in personal ways. Here are just a few standout ideas.
By Eileen McClelland