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Mum’s the Word: An Insider’s Guide for Maximising Mother’s Day in the UK


Mother’s Day is just around the corner, on Sunday, March 11 this year in the UK. From flowers, chocolates, and jewellry to gardening tools, vacuums, and washing machines, mums can look forward to all kinds of gifts. For retailers and brands, the month before offers an opportunity to capture even more revenue.

To win more families buying for mothers this season, be sure to start your marketing efforts early. We put together a Mother’s Day timeline to help you do just that. Here are our top tips on what to do (and when).

Feb. 18 — Three weeks out: Keep CPCs competitive.

Working with the right retargeting partner can drive better efficiency and solve your most pressing holiday marketing challenges. Criteo Dynamic Retargeting has the power to take advantage of growing shopper interest, and drive traffic to your site to build cookie pools. Apparel and accessories, especially purses, jewellery, and fragrances, are popular gift choices year after year. 


Feb. 25  Two weeks out: Broaden your reach in the run up to the holiday.

As Mother’s Day approaches and shoppers become more active, consider ways to achieve more visibility. Thanks to our direct relationships with thousands of publishers worldwide, Criteo Audience MatchBETA enables you to accurately target and re-engage your customer base with dynamic paid display ads across the web, mobile browsers, and apps.

To get even more out of your retargeting campaigns, increase CPCs and plan to run budgets uncapped throughout the final days before Mother’s Day. As gifters start thinking about honoring the lady of the house with more of the things she needs and wants, big ticket items like vacuum cleaners, washing machines, and refrigerators start heating up.


Mar. 4  One week out: Drive consideration on search and results pages.

Enhance visibility through Criteo Sponsored Products, and maintain high CPCs to win more revenue. This year, look for smart home tech that makes mum’s life easier (think Amazon Echos and Google Homes) to fly off shelves and into shoppers’ carts.


Mar. 7-10  Days leading up to Mother’s Day: Optimise your mobile strategy.

Take advantage of spontaneous, on-the-go buys through a comprehensive mobile strategy. Criteo’s Global Commerce Review indicates that app usage is a prominent indicator of higher conversion. As shoppers celebrate all the mums in their lives, be ready for last-minute wallets, watches, bags, blenders and more to go from smartphone search to shopping cart faster than a speeding Nutribullet.


Mar. 11  Make it a great Mother’s Day: Start early and stay active.

Actively managing your CPCs across categories throughout the month before will help you capture last-minute mobile shoppers and make the most holiday sales.

To maximise your Mother’s Day marketing efforts, download the timeline below.

Michelle is a content nerd who mostly writes about tech, trends, and culture. Her work has been featured in The Huffington Post, Insider, DuJour, Domino, Jetsetter, DrinkWire, Sunset, and Motto. Travel and culinary adventures are up on her blog, Texas born and raised, she’s lived in many places since but is proud to call Brooklyn, home.

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