Mother’s Day and Father’s Day, which fall in May and June in France, rank just behind Christmas and Easter among annual family gatherings. In fact, no fewer than 67% of French people celebrate Mother’s Day, and 38% Father’s Day, and consider both events important. It’s the occasion for grown-up children to break open their piggy banks to treat their parents.
On the budget side, you stand to benefit significantly. Today, an average of €60 is spent on gifts, amounting to revenue of €1.9 billion for Mother’s Day alone.
As beauty professionals, it’s well worth focusing your energy on preparing for these two highlights of the year.
So how can you make the most of the marketing potential of these two holidays?
We’ll walk you through it!
1. The key figures to remember
While these two holidays are first and foremost family gatherings, they are also a business opportunity for players in the beauty market.
There are 18 million parents in France. Among their children, 78% give them a gift for Mother’s Day and Father’s Day. In addition, 53% of fathers also give a gift to their wife. The potential customer base is therefore very large during this period.
These highlights represent another opportunity in the year to give gifts. While chocolates and flowers are the traditional gifts for moms, in recent years personal care, relaxation and wellness have taken center stage, with a particular focus on experiences.
Many children above all want to share moments with their parents by giving them original activities such as a thalassotherapy retreat, a treatment or even a trip.
2. The customer profile
Children are of course the first to play along and give gifts to their parents.
But don’t forget that parents also give each other gifts, and they generally have more purchasing power than their children.
Also worth noting: more than 50% of French people have already bought a wellness service as a gift for someone close to them.
Since the pandemic, consumers have been paying more and more attention to their personal well-being and are willing to spend more on it.
The share of the budget devoted to personal care and personal goods increases with age: people aged 66 and over spend 22.6 points more on it than those under 25, mainly on treatments performed by someone else. This is explained by greater purchasing power, but also by the desire to stay attractive even after 50.
3. Boost your revenue by planning your marketing ahead
Planning ahead for these two events with a solid marketing strategy gives you every chance of achieving excellent results.
To kick off your campaign, you first need to work precisely on your target audience by asking yourself the right questions:
- Who am I talking to?
- How will I reach them?
- How can they find me and discover my services?
- Who wants to give gifts? (parents, grandparents, children)
The idea is to sketch out the typical profiles of the people you want to reach and ask yourself which channel will let you reach them.
Next, you’ll need to understand your target’s needs and wishes in order to shape your offers. Before building those offers, choose the products that are most relevant to each target so you can feature them and catch people’s attention.
Finally, for your offers to work, you have to make them known to your contacts and clients by communicating through the various channels you have (social media, website, email campaign, text message campaign, in-store displays…). Don’t hesitate to build a reverse schedule to plan your communications and send them out at the best time.