PUT DOWN THE MINIVAN KEYS. STEP AWAY FROM THE YOGA PANTS. MOMS DON’T JUST MAKE MOST OF THE PURCHASES, WE DEFY STEREOTYPES. LET’S DISCUSS WHO GETS THAT, AND WHO DOESN’T. AS BOTH MOMS AND MARKETERS OURSELVES.
Did you really think you could tame the stay-at-home mom? While you blinked, modern moms everywhere stepped outside their kitchens (and their comfort zones) to cross over to a category yet to be defined.
Consumers may not be quite as spendy for Father’s Day as they are for Mother’s Day, but with projections of more than $15 billion to be spent on dear old dad, brands are also spending big bucks to get their message in front of consumers on TV.
With Mother’s Day comes a whole lot of brands competing for a connection with mom all of a sudden. Sometimes the ads feel meaningful and memorable in message and insight, and sometimes they feel more like a last-minute drugstore scramble in the card aisle on the way to mom’s house.
Last year was my second Mother’s Day. Since one-year-olds aren’t traditionally the best at making purchases, my husband swooped in with a big bouquet of flowers. Honestly, I would have been happy with a mimosa and Netflix.
Moms, wives, sisters and daughters are celebrated by 87% of American adults each year on Mother’s Day. Gift giving in 2016 topped $21 billion in sales, but what moms really want may not be the “thing” you think.