• by Holly Pavlika , Columnist, March 22, 2016

Even though Mother’s Day is two months away, holiday merchandise is starting to hit stores. Chocolates, flowers, restaurant dinners and spa certificates will be handed out to the tune of $22+ billion this Mother’s Day. That’s right: $22 billion with an average of $172+ being spent individually on each mom, according to the National Retail Federation’s 2015 Mother’s Day spending report. But are those things moms really want?

Moms like technology

Give the gift of tech and she’ll think of you every day as she uses that new smartphone, fitness tracker or tablet. But, moms also want your brand to be right alongside of her. If your brand isn’t mobile-friendly or doesn’t have a mobile app, you might want to think about this. According to Valassis, 53% of the highly coveted millennial parents want coupons or deals on their phones. Additionally, 78% of parents will use a smartphone for back-to-school shopping, according to Retale. Every day is Mother’s day and she needs all the help she can get. Tech toys help streamline mom’s to-do list and are where it’s at for today’s mom and something she will enjoy long after Mother’s Day. 

Moms like brands that create social movements or address social issues

Warc just released their top 100 campaigns and those that rose to the top for business impact centered on a social movement or general social issues. The Always campaign for #Like A Girl, The Dove Effect, and Under Amour’s “I will what I want” campaign all topped the list. Those campaigns underscore that every mom wants their daughter to be strong and be confident.
Millennial moms will support brands that reflect their values and that think beyond profits
Jeff Fromm’s book, Millennials with Kids: Marketing to This Powerful and Surprisingly Different Generation of Parents, identifies what sets Millennials apart from other generations: “The desire to have unique experiences that are completely customized to the individual. They don’t want to just buy your product; they want to be a part of it. They want to know your purpose, not just what you sell. They want brands that are transparent, embrace conspicuous capitalism, have disruptive schemas that are inherently more share-worthy.” So, if you’re going to buy mom chocolates or a spa certificate, think about the company and their story. Consider companies like Jcoco, for example, who donate a serving of fresh, healthy food to those in need. She’ll love you for it.

Give mom the gift of time

Lastly, a gift that costs nothing, but is priceless to any mom, is the gift of time. Regardless of age, the one thing moms have in common is the need for quality time. You may think it’s new moms, who have the most stress, and they do have stress, but Arizona State University just released a study this January revealing the most stressful time for moms is when their children are in middle school. A gift of time or allowing mom to have a regular girl’s night out is a gift that will keep on giving. And of course, a spa certificate will work wonders.