Category Archive for "Marketing To Moms"

If the hand that rocks the cradle rules the world, that same hand could also choose the next US president. With almost 40 million moms heading to the polls in a little more than one year, it’s time for presidential candidates to pay attention to the issues and expectations of this powerful voting bloc. In a recent survey by Maria Bailey, author of “Millennial Moms: 202 Facts Marketers Need to Know to Drive Sales and Build Brands” (Wyatt-McKenzie, 2015)  and BSM Media, more than 89% of moms – Millennials, Gen X and Boomers alike – plan to vote in the 2016 election but 60% of these same moms feel that the current presidential candidates are not focusing on the mom vote.

Four candidates are early favorites among moms: Hilary Clinton (26%), Donald Trump (23%), Ben Carson (21%) and Bernie Sanders (19%).  “The more important number for politicians to focus on is the 32% of moms who are undecided at this point,” says the survey author and marketing to moms expert Maria Bailey, adding, “that’s 12 million votes or more that can make or break a campaign.”

HOW THE CANDIDATES STACK UP

• More moms think Donald Trump is offensive (37%), although 31% think “it’s refreshing to hear a candidate speak their mind, whether it’s politically correct or not.”
• Millennial moms favor Bernie Sanders above all other candidates, while Gen X moms favor Hilary Clinton and more Boomer moms would cast their vote for Donald Trump.
• Of the two female candidates, 27% of moms think Carly Fiorina is trustworthy and 31% favor Hilary Clinton with that characteristic. The Clinton email controversy does not affect 29% of moms who supporting Clinton despite the situation.
• If moms had a write-in candidate, Jon Stewart’s name would be on the ballot, as well as Oprah, Elizabeth Warren and George Clooney.

Based on their own personal experiences and their roles as mothers, moms in the survey indicated that they would, as one mom says, “tend to look at the larger picture of what their stance is on all things.”  From reduction in college tuition for 68% of moms to equal pay for women for another 51%, mothers represent a challenging array of views along with a valuable opportunity for the candidates to win the White House.

5 WAYS TO WIN MOM VOTES

• Make millions of new friends online. Across generations, moms are more connected than ever and 68% say they consume political coverage at least a few times each week or daily. If a candidate engages with moms through social media, 23% (roughly nine million mom voters) say they would be more likely to vote for them.

• Engage with moms where they are shopping and playing. If the power of social media was obvious in the 2012 election, then the 2016 election will be in overdrive. Almost 32% of moms say the discuss politics over social media at least weekly and often every day.

• Address the important issues for moms as women. Just shy of half (49.5%) of moms surveyed feel the economy is the most influential issue that will affect their votes, followed closely by education at 44%. Healthcare and Immigration round out the top issues.

• When women put on their mom hats, the top issues switch with education taking the top spot for 65% of moms and the economy following at 28%. Gun control (22%) and healthcare (20%) complete the top issues for moms.

• Pay attention to the swing voters. An even 40% of moms say they will vote for the candidate within their registered party. However, candidates will do well to pay attention to the larger group of moms (42%), or about 16 million potential voters, who say they are only “somewhat likely” to “extremely unlikely” to vote party lines.

On the lighter side of politics, moms would like to instill these personal characteristics in their children: the confidence and ambition of Hilary Clinton and Carly Fiorina, the honesty of Bernie Sanders, Ben Carson’s intelligence and Donald Trump’s honesty. The best first spouse is a clear favorite with Bill Clinton at 39%. When homework help is needed, Ben Carson is the top choice for 30% of moms.

For more survey results or to interview Maria Bailey, please email Amy Sobel at amy@bsmmedia.com.

About Maria Bailey

Maria Bailey is the CEO of BSM Media and the foremost authority on marketing to moms. Bailey was the first person to quantify the annual spending of U.S. mothers in 1998. Since then, government agencies, media outlets, global brands and even competitors have used her $1.7 trillion number and subsequent increases as a means to drive budgets and sales. Her first book, Marketing to Moms: Getting Your Share of the Trillion Dollar Market, was the first study to focus on this lucrative market and educate brands on tapping into the wallets of mothers. Millennial Moms: 202 Facts Marketers Need To Know To Build Brands and Drive Sales is the latest in a string of mom-focused titles she has authored. For information, visit MariaBailey.com.  She has been featured on ESPN: Outside the Lines, CNBC, CNN Money, ABC New York and Lifetime TV and in the Wall Street Journal, New York Times and O Magazine.

As they have done with most aspects of life, Millennial Moms have put their own mark on the workplace and how they view employment. Millennials now compose 34% of the workforce according to the Department of Labor Statistics, outnumbering Boomers and Gen Xers who represent 32% combined. By 2020, they will represent 46% of all U.S. workers. They are entrepreneurial in spirit, mostly because they seek employment on their own terms.

Whether they work in an office or at home, Millennial Moms love partnerships and collaboration. Not afraid to tackle tasks where they have no direct experience, Millennial Moms prefer to work in teams at the office or by networking with other moms online from home. And the terms “working mom” and “stay-at-home mom” need to be banished from any discussion about employment. In a recent survey, we asked Millennial Moms who earn income at home to classify their work status. The exact same percentage of mothers claimed the title of stay-at-home mom as work-at-home mom, with another 10% taking on the title of working mother. Updating terms to fit Millennial Moms, four new classifications look like this:

• “In-home mothers” are moms who are in the home and generate no income.

• “Work-at-home mothers” and “working mothers” are earning income with the location being the point of differentiation.

• The “part-time working mother” is employed by someone else but works fewer than 40 hours a week.

Older Millennial Moms are more likely to be earning some kind of income even if they are at home with children. Younger Millennial Moms who choose to stay at home with their children have intentions to earn income sometime in the near future. These are women who are creative and confident in utilizing technology to find work-life integration. Notice I didn’t say “work-life balance” — Millennial Moms don’t seek balance in the same way as their parents did. They believe they can have it all without the Superwoman cape and on their own terms.

Interestingly, we asked our Millennial Moms if they felt most of their peers aspired to be what would be known as the traditional “stay-at-home mom.” The results showed that, two to one, our moms answered “No.”

Why is this of interest to marketers? If you work with mom influencers, it’s important to recognize that most of these moms are in the business to make money. They consider themselves business owners and work-at-home mothers. Remembering this fact will help you define business opportunities that meet your respective goals and establish a mutually beneficial relationship. They want you as a brand to respect them as a business owner and they will reward you for it.

What is your experience with work-at-home mothers whom you’ve employed for your brand? Comment here or tweet me at @momtalkradio with your thoughts.

I admit it; I’m crazy about Periscope. A relative newborn on the social media scene, Periscope is the iPhone app that lets you live stream video through Twitter from virtually anywhere in the world. An industry article earlier this month reports 10 million Periscope users with almost 2 million account holders opening the app on a daily basis. Hearing the buzz a few months ago, I downloaded the app to see what the hype was about with this new video tool.

At close to 50,000 Twitter followers, I decided to try Periscope to experiment with how well it worked and who would watch my videos. My content consisted of situations that moms face every day. Sitting in the DMV parking lot a few weeks ago while waiting for my teenager to finish a driver license test, I quickly opened the app and started to video the experience. My main motivation? Parents who were home running after toddlers or making lunches for their kids had nothing on the stress of a teen parent’s anxiety over a driving test.

My most recent video featured a plumbing mishap at my office. After rigging a quick fix until the plumber arrived, I thought it would make a funny video. The app certainly makes it easy to share, and my followers agree. My video views have increased consistently since I started Periscoping my summer experiences. As with anything, the more I used the app, the easier it was to use and share content.

Acquired for $100 million by Twitter earlier this year, the live-streaming video app is already popular in Europe with the U.S. quickly catching up. Currently, moms are experimenting with short five-minute chats and behind-the-scenes footage from special events, while brands are broadcasting from sponsored events.

I think the smartest users will begin to broadcast short informational segments with Periscope. For instance, I can envision TravelingMom.com broadcasting “City of the Week” each Tuesday at 5 p.m. and showcasing the flavors, sites and attractions of that city. Or a hotel brand might broadcast tips for the business traveler every Sunday at 6 p.m. Branded, scheduled content in very short form is where I see Periscope going in the near future.

While Periscope (and competitor Meerkat) show small numbers when it comes to brand awareness (both less than 10%) versus networks like Vine or Snapchat, the promise of these and other apps like it is something marketers need to watch closely.

Video, video, video. It’s a topic I’ve posted about often, perhaps at the risk of sounding like a broken record. (Would Millennial Moms even know what that cliché refers to?) However, a recent study illustrates again the overwhelming use of video among moms of all generations, with higher numbers among Millennial Moms who love the “customized” viewing options that are instantaneous, shareable, informative and portable. Moms are more videos than ever on their phones or mobile devices, tuning in to YouTube, Facebook, Amazon and Vine to name a few.

• As the YouTube user base approaches one billion and YouTube celebrities are more popular than traditional television stars, 65% of Millennial Moms say they watch a YouTube video every week and 24% watch videos daily. 55% watch videos multiple times a week.

• Moms of all generations watch videos online at least a few times a week, with almost 25% of moms watching videos daily. 64% of Millennial Moms subscribe to YouTube channels, compared to 54% of GenX mothers.

• When Millennial Moms upload their own videos to YouTube, content centers on family and special moments. Almost 35% of these younger moms upload their own video to YouTube at least once each month.

• Product reviews and How-To videos are popular among moms, an important result for brand managers. “How-To” videos ranked second behind “Entertainment” as the top YouTube search categories for moms.

• Amazon has also seen the power of video product reviews, expanding their “Video Short” content. In fact, when asked where they watch videos outside of YouTube, 86% of moms responded that they watch videos on Amazon.

• In addition to YouTube and Amazon, it probably won’t surprise you that Millennial Moms watch hours of video on Facebook. Beauty and fashion videos, funny or cute clips and music videos are the preferred content on Facebook.

Reaching moms through video is more important than ever. If your marketing strategy does not include videos, make the change now. Moms are looking for product reviews before they buy, and expect to see product videos on manufacturer websites as well as on the popular sites mentioned above. Even more valuable are product reviews by “real” moms. Don’t be afraid to ask social media moms and bloggers if they would record a short video. Many mom influencers are migrating over to video and also trying their hand at live broadcasting. You can experiment by expanding your request to bloggers to include a video that you can use on your social media outlets and vice versa.

Populate your YouTube channel (get one if you don’t have one) with product reviews, how-to videos and relevant content. To get a feel of what’s out there, search YouTube channels, Facebook pages or popular Viners to gain a sense of who’s producing what in the realm of video. Finally, there are always new trends emerging in social media, particularly video. Periscope is a newcomer in live-streaming video, and an app that I love already. Stay tuned for updates as Periscope plays a big part in my summer plans.

As I watched a mom snap a picture of a BOGO cereal display in my local grocery store last week (that she most likely shared on Facebook and Instagram), it reminded me of the importance of offline social interactions with moms that become a two-for-one, or BOGO opportunity for marketers.

Face-to-face gatherings, formal or informal, allow brands to reach mothers who will then share their experiences on numerous social media sites. From play dates to parties, moms of every generation love social events where they can share their latest news and updates. The distinct difference that is the BOGO bonus for brands and products is the crossover of offline content that gets shared online quickly and easily, in the time it takes to tap a touch screen phone.

A common mistake for brands is to select mom influencers based on social media reach. This is certainly an important number to consider. However, brands should look at the big picture that includes offline channels of communication. In a recent survey we conducted:

• Over 54% of Millennial Moms say they belong to at least three offline groups, while 56% of GenX moms report that same number.

• 23% of Millennials get together with friends in person “a few times each week,” 20% say “weekly” and almost 25% socialize “a few times each month.”

• Of Gen X moms, 22% get together “a few times each week,” 27% gather “weekly” and 25% of the respondents say they meet other moms “a few times in a month.”

That’s a significant amount of time spent together where moms are talking about everything from their latest makeup finds to their easy dinner recipes or toddlers’ latest food choices.

Two recent events served as excellent reminders of the power of offline events with online reach. The first was a consumer event geared toward expecting and new parents, and the second event was an invitation-only conference hosted by a major entertainment company. The organizers of both events, very different in size and scope, offered moms an opportunity to interact with other moms, to learn about relevant products, brands and topics, and to share that information not only on their own social media sites, but also on each brand’s social media sites.

It’s fascinating to watch the interactions at mom-focused events. Picture any number of mom influencers enjoying each other’s company, talking about brands while posting on social media. It’s a marketer’s BOGO dream.

Let’s turn the spotlight on millennial dads. We all know that millennial moms are the hot topic right now, with this youngest generation of mothers (and all millennials) set to become the largest generation of consumers this year. Moving into the top spot of influence with moms are the dudes who, like moms, view fatherhood much differently than their own dads did. From parenting to finances, the traditional areas of responsibility for millennial dads have definitely been blurred and on most issues, redefined.

In a recent survey, millennial moms voiced their opinions on the roles of their spouses/partners, and dads chimed in as well, clearly stating their desire to demonstrate confidence in parenting tasks. Overwhelmingly, moms see today’s dads as “much more hands-on and involved.” Dads do more around the home and have no qualms about manning up to help with children.

• The number of stay-at-home fathers in the United States has tripled in the past 10 years to 154,000, according to the most recent Census data. Some experts argue that the real figure could actually be in the millions, if the definition is broadened to include dads who work part-time while remaining the primary caregivers.

• Among the daily to-do lists of parenting, the chores most often shared by both parents are diapering, homework, drop-off/pick-up and bedtime routines.

• Almost 26% of millennial moms feel they split the duties of a parent equally between her and her partner.

• More fathers are now doing the household grocery shopping, with almost 40% of moms saying that millennial dads will handle a major shopping trip and more (60%) will handle the smaller store runs for the basics.

• In a generational comparison, more than half (57%) of millennial moms believe the household and family workload rested mostly on their mothers, who assumed more than 60% of day-to-day tasks.

• For today’s couples, roles are often shared and also switched. As one mom summarizes, “My husband is so involved, working opposite shifts so one of us can always be with them. We each have our role. He does a.m. and I do p.m. parenting. On weekends everything is shared.”

• Mom-centric events like baby showers are being repurposed for millennial Dads. Whether you call them Man Showers or Dadchelor Parties, dads are celebrating their entry into fatherhood with their friends by hosting these casual events in places like their living rooms or at their favorite bars.

Even the phrase “mom influencer” can now include men who have built popular brands around their views as a dad. Popular dad influencers have built sites like DadaRocks and LunchboxDad that offer a different take on parenting that many fans, especially millennial moms, love to read for the unique perspectives of involved millennial dads.

Happy Father’s Day to the Millennial Dads, and dads from every generation.

There is probably no other word that holds as much importance in effective marketing to mothers than the word relationship, and no other generation places more value on the word than Millennial Moms. It’s a word that I typically tie to adjectives such as relevant, timely, meaningful and transparent. As marketers, while we know relationships are important to every generation of moms, the Millennial Moms have predictably upped the ante.

Knowing how these Millennials grew up (everything customized, on demand, a trophy or ribbon for participating) means that relationships are raised to a whole new level. Millennial Moms have enjoyed meaningful relationships since childhood. From the admiration of their parents to the faith and confidence instilled by coaches and educators, these women were raised to believe anything is possible. Their upbringing certainly carries over to how they view brands and which brands they choose to engage with on a regular basis.

With the media touting this group with labels like “the next great generation”, companies raced to be friends on Facebook. Millennials have relationships with Instagram followers that “like” their outfits, Pinterest followers who re-pin favorite foods and text groups who use emojis to express their feelings for each other. Relationships are everywhere these moms look and this creates a real challenge for brands; to not only establish a relationship with Millennial Moms but also create the type of relationship that is engaging, transparent and relevant. It seems like it should be easy with all the tools we have at our disposable.

Facebook allows us to see what posts and “Likes,” Twitter gives us the chance to follow conversations about our products and Pinterest and Instagram illustrates in almost real time how they are communicating. But herein lies the problem. There are thousands of brands using those same tools to get the attention of Millennial Moms. Some say that community chat apps like SnapChat will be the answer, allowing us to have one-on-one relationships with customers. Unfortunately, the analytics aren’t there yet and the required manpower required to individually monitor a SnapChat account with thousands of followers is costly and time prohibitive.

Instead, I suggest examining the tactics you are using and the content you are delivering to Millennial Moms. Marketers who are still spending thousands on gaining “Likes” on their Facebook page are wasting their money. “Likes” on Facebook reminds me of the data hubs once possessed by car manufacturers. Companies like Ford and Chrysler had tons and tons of data on individual customers, yet only used 2% of it to maintain current customers or obtain new ones. My opinion on data collection is very strong. If you don’t know what you are doing to do with the information, there’s no need in collecting it from the consumer. It’s that simple. If you can’t define how you will use the “Like” or what it means to your overall marketing plan, then it’s worthless.

Because relationships between a brand and a Millennial Mom are important, I suggest that you don’t start one until you have a very clear plan on how you intend to maintain it. You only have one shot when it comes to the Millennial, so you’d better be transparent and it’d better be real.

The World Wide Web has created myriad opportunities for business from ecommerce to global insights within a keyboard’s distance. The business of marketing to moms has been untouched by the ability to share ideas and relationships. I’m often asked about the world of moms and marketing outside U.S. borders, especially if companies are contemplating an expansion into other countries.

I thought it would helpful to brands if I assembled a list of resources and observations I have collected while working around the globe.

1) Mom bloggers in the United States pave the way for social media. Everyone is watching what our moms are doing in social media, digital sharing and content creation. Companies and social media moms both read U.S. blogs in search of insights and the silver bullet of connecting with mothers.

2) For the most part, mom bloggers outside the U.S. are two to three years behind the curve of the mom blogosphere in the U.S. Paid reviews, press trips and development of networks of bloggers have been slow in being adopted by global moms. When I visit other countries and meet bloggers, it’s almost as if I’ve taken a trip back in time. The questions they ask and the challenges they face remind me of discussions in the halls of blogger events in 2012 and 2013. The fortunate thing for me is that I have the benefit of playing Monday morning quarterback and can warn them of successes and pitfalls that lie ahead. To be fair, there are cultural differences that slow the adoption of things such as paid reviews.

3) Italy rises among the leaders in mom marketing. Fattore Mamma is a niche mom marketing agency with the largest network of mom bloggers. Founded by Paolo and Jolanda Prestinari, it serves brands such as Peg Perego and Disney. The agency holds two very large blogger events each year that attract over 300 moms and their families. This May, Fattore Mamma will hold the first conference for brands that are interested in tapping the mom market.

4) France has the Marketing to Mummy Conference. Should you find yourself in Paris in October, you might want to stop in on this one-day conference. In its second year in 2015, the event attracted about 100 companies in 2014. Although there is no singular, niche (that’s a French word, isn’t it?) marketing to moms agency in France, traditional public relations and marketing firms are beginning to turn their attention to connecting brands with moms. I predict that a niche agency will emerge soon.

5) England’s Evolution PR, founded by Michele Bates, focuses on marketing to moms primarily in the toy space. The agency conducts an annual event in London called Christmas in July that gives companies the opportunity to showcase their products to media as well as mom bloggers.

6) South Korea, South Africa and Israel seem to have the greatest interest in mom marketing. Businesses have a deep interest in capturing the spending of mothers based on marketing campaigns and organized conferences.

It’s only a matter of time before the global blogosphere catches up with U.S. moms. Look to the recent past in the U.S. mom market to predict a very similar future in global communities. If you are a company with a product that crosses borders, moms in these countries are ready for you.

I’ve been in a nostalgic mood this week as my family and I celebrate the well-lived life of my father-in-law, who passed away last week at 88 years old. It certainly puts things in perspective as we approach the end of 2014 and reflect on all that has happened this year.

I decided to look back at my usual January marketing to moms trends post and see how the year stacked up to my predictions. Straight from the January 2014 post are the following headings, with the updates in italics:

1. Leverage the new holidays Millennial moms have created to new marketing occasions.
Babymoons, gender reveal parties and half-birthdays are all events created by Millennial moms. These Millennial Mom-created holidays are hotter than ever and will continue to get more creative as these mothers enjoy the limelight with their babies and toddlers on social media.

2. Get into video. Really. Get into video.
Maybe you have dabbled in video and uploaded a few YouTube videos, but you need to do more. Quick product commentary, mom video reviews and consumer-generated Vine videos are the types of videos that moms are watching. YouTube remains at the top of the video hill, but witness the explosion of short (as required by the sites) videos on Vine and Instagram. Make videos that are short and sweet; usually you have less than one minute to get your message across and that time frame is only going to get shorter. Remember to go mobile with everything video.

3. Hang back on jumping into Google+  and Google Hangout.
Mom bloggers aren’t as excited about Google+ as the media and Google+ would like you to believe. Mom bloggers in particular have spent years establishing their communities, and, as mothers, they are just too busy to re-establish them on a new platform. I’m still holding to this opinion. Over the year, I’ve worked with plenty of moms on many different campaigns, and I still don’t see the Google+ and Hangouts drawing expected crowds. Again, it’s not about the platform as much as it’s about the time. Busy moms aren’t looking for one more thing on their plate. 2015 may change that but time will tell.

4. Meet moms in their living rooms.
Disney is doing it. So are Morton, Leap Frog and Cadbury. This month alone, over 5,000 moms will be hosting a party on behalf of a brand. These in-home parties proved tremendously successful in 2014 and will continue in 2015. It meets moms’ needs on so many levels; socializing, sharing and empowering each other with information.

5. Engage with mom bloggers in a new way.
Moms are moving away from writing product reviews on their blogs. Brands need to leverage a mom’s Instagram followers, Pinterest boards and Facebook friends. Yes, yes, yes. Just this week, Instagram’s 300 million user number surpassed Twitter at 284 million active users. Find the moms who are active across several sites; they are your best influencers.

6. Recognize that the newest form of marketing hasn’t even been introduced yet.
Don’t believe that the marketing plan you set into place today will be fresh until my 2015 trend list is published. There are technologies and social media platforms that will spring up in the next 12 months that none of us can predict yet. Last year at this time, Snapchat wasn’t on my iPhone!Now it’s Snapchat, Instagram and Vine. What will I add to my phone in 2015?

It’s October, the start of the Fall season and the rapid arrival of Holiday 2014. Although if my inbox is any indication, Holiday 2014 started a few weeks ago with a steady stream of emails signaling the kickoff of what retailers hope is a busy holiday sales season. Marketers hope so, too.  We’re still three weeks away from Halloween and decor and costumes are already deeply discounted to make room for every holiday item imaginable.  If a recent U.S. News & World Report story is any indication, it will be a prosperous year for products and brands with major players like Wal-Mart, UPS and FedEx reporting sharp increases in holiday hiring (always a good indicator of a positive sales forecast).

Just today I received three “Best Holiday Toys of 2014” emails. As a marketer, I had to open them, of course. What I found interesting so far is that only one toy appeared on more than one list.  I can only presume that that brand had the budget to spend money with the sponsors of the lists.  Short of purchasing sponsored placements on consumer-targeted emails, what can companies do today to guarantee success tomorrow and throughout the shopping season?  I’ve taken the liberty to put together a few suggestions.

1) Pinterest– Millennial moms are very visual shoppers. They are also creative seekers.  These shoppers want their holiday gifts to be original and pack a “wow” for the recipient.  Create themes around your product and have social media moms join you in pinning images – with links – to your product page.

2) Video– Use videos to explain the problems your product helps to solve for busy moms.  For instance, if you are a lawn mower company, post videos titled “How To Cut Your Lawn in Less Than an Hour”.  Moms shop solutions as much as they do products.

3) Check out Etsy – It’s amazing for really creative and original ideas.  Perhaps there’s a crafter out there using your product in ways that you never intended, but she is selling a lot of product.  These clever women (and men) can be a resource for online content on your site that keeps your visitors there for a few extra seconds.

4) Good ol’ fashion email – So many marketers forget about e-news or promotional emails because they are chasing the silver bullet.  Well, guess what? There’s no silver bullet.  There are just well thought out, integrated mom marketing efforts that lead to success.

5) Coupons – Moms love a good deal, however, she’s smart.  Don’t tease her with a $1 off coupon on a $50 gift.  And by the way, she expects FREE SHIPPING. It’s the point of entry in 2014.

6) Expect More Cause-Related Gifting – Moms are a compassionate group and you can expect that they will want to support charitable organizations, from our troops wherever they are on the ground to food banks for the homeless. A partnership with a charity (or better yet, a choice of charities) that allows donations at checkout will appeal to a mom’s desire to give back to her community.

7) Instagram.  If your target market is between the ages of 13 and 55, you can be assured your market is on Instagram.  And when they aren’t on Instagram, they are on SnapChat.  Keep these social media platforms in mind.  You can use hashtags just as you do on Twitter.

If the upward trend in holiday sales continues (up 3.8% in 2013 to just over $600 billion* and an online increase of 10% to $46.5 billion**), Holiday 2014 will be a profitable season. It’s critical for marketers to meet moms where they shop, both in stores and online, using integrated strategies (see above) to attract moms’ holiday dollars. The estimated 20% of annual revenue covered in the few short weeks of the holiday season, coupled with positive economic forecasts should mean big business for brands.

It’s not too late to get your holiday marketing plan in place, particularly with social media strategies. You’ll be singing a happy tune on January 1st.