Note: We’ll continue to update this blog post as data for upcoming holidays is released.
This spring, there are 11 holidays—big and small—that provide e-commerce marketers the opportunity to engage with new and existing customers.
As behaviors have shifted over the last year and consumers are primarily shopping on their smartphones, e-commerce brands need to have a thoughtful mobile strategy in place. And more than ever, consumers want to interact with brands via text messaging, meaning marketers who’ve implemented SMS can rest assured knowing their messages will be seen.
Here are spring marketing ideas you can implement to connect with shoppers via personalized text messaging and drive revenue:
March spotlight: St. Patrick’s Day (March 17)According to NRF, 49% of US adults say they plan to celebrate St. Patrick’s Day this year. Of those celebrating, 92% plan to make St. Patrick’s Day purchases—including decorations, food, and apparel. Total spending is expected to reach $5.14 billion.
Make SMS subscribers feel lucky this year by sending them a mobile-exclusive mystery offer that’s only revealed after they apply it to their cart. Women’s footwear brand Dolce Vita took this approach with their “Season of Surprises” holiday campaign. “Instead of offering a special discount on boots or sneakers, for example, we surprised our subscribers with a code, but we didn’t tell them what it was for,” said Murphy McPherson, Marketing Director at Dolce Vita. “Once they entered the code at checkout, they’d get their surprise discount.”
April spotlight: Easter (April 4)Since many consumers won’t be able to celebrate Easter and other spring holidays with one another in person this year, they’ll be looking for unique ways to show loved ones they’re thinking about them. And more than likely, they’ll turn to their smartphones.
Don’t put all your marketing eggs in one basket. Consider sending a text message as part of your broader Easter promotion strategy. Last year, Draper James sent a text to their subscribers inviting them to join a virtual Easter egg hunt, creating an exciting and unique opportunity to engage subscribers.
Alternatively, offer gift wrapping options to subscribers to help them celebrate the holiday from afar. Western and work-related apparel retailer Boot Barn sent SMS subscribers a text message introducing their “Same Day Gifting” option, allowing consumers to shop online or in-store to find the perfect gift. Then, Boot Barn would gift wrap the purchase, add a personalized card from the giver, and deliver it—all in the same day.
May spotlight: Mother’s Day (May 9)Last year, almost 90% of US consumers celebrated Mother’s Day, contributing to a total spending of $26.7 billion. Top purchases included greeting cards, flowers, gift cards, and clothing/accessories. Give your SMS subscribers exclusive early access to shop before anyone else so they can purchase their Mother’s Day gift early and avoid the stress of last-minute shopping. If your subscribers are caught last-minute shopping, send them a text to let them know about BOPIS or curbside pickup options.
Another effective strategy is to curate thoughtful gift guides that inspire shoppers while promoting cross-selling initiatives. Create themed lists of complementary products—centered around personal styles, interests, or hobbies—to help shoppers find the perfect presents for the mom in their life.
Want more best-in-class text messaging examples & strategies? Explore our roundup!
