To make the most of Valentine's Day and Mother's Day, plan four to six weeks ahead: build a gift guide and landing page, show delivery cut-off dates clearly, add gift wrapping and gift messages, schedule emails and ads, and promote gift cards for last-minute shoppers. In Australia, Valentine's Day is 14 February and Mother's Day is the second Sunday in May.
Build a gift guide
Group products by recipient, price range or style, such as Gifts under $50 or For the mum who loves gardening. Gift guides make choosing easy and give you a page to promote.
Create a landing page
One focused page for each occasion, with your best gifts, delivery dates and gift options, works well for ads, emails and social posts. See what makes a high-converting landing page.
Be clear about delivery
Show order-by dates for standard and express shipping on product pages, in the cart and in a site banner. Missed deliveries create unhappy customers for you and the gift recipient.
Make gifting easy
Offer gift wrapping, a gift message field, and the option to send to a different address without showing prices on the packing slip.
Emails and ads
Schedule a gift guide email, a reminder before the delivery cut-off and a last-minute gift card email. Get ads approved early, as review times can stretch close to big dates.
Last-minute shoppers
After the delivery cut-off, promote digital gift cards and local pickup.
Learn for next time
After each occasion, review which products, emails and ads performed best, and note what to start earlier next year.
For the biggest sales events, see the Black Friday checklist and how to increase Christmas sales.
Promote gift cards properly
Gift cards solve the problem of late shoppers and uncertain choices. Feature them on your gift landing page, in your last emails and in a site banner after the delivery cut-off. Make sure digital gift cards are delivered instantly by email, ideally with the option to schedule delivery for the day itself.
Keep stock and staff ready
Check stock levels on your top gift products early and reorder if needed. Plan packing and customer service for the busy week before each date, and set clear expectations for response times.
Need a gift landing page?
The Landing Page: Design, Build and Go Live package builds a focused gift page for your next campaign.
Frequently asked questions
When is Mother's Day in Australia?
The second Sunday in May.
How early should I plan Mother's Day promotions?
About four to six weeks ahead, with emails starting two to three weeks before.
What should a gift guide include?
Products grouped by recipient, price or interest, with clear delivery dates.
How do I handle delivery cut-offs?
Show order-by dates on product pages, in the cart and in a site banner.
What can I offer last-minute shoppers?
Digital gift cards, local pickup and same-day delivery if available.
Should I offer gift wrapping?
Yes, if possible. Gift wrap and gift messages make your store the easy choice.