May 8, 2008, 12:00 AM

E-retailers promote hearts, flowers and workout programs for Mother’s Day

From exercise programs to e-cards, there’s no shortage of options for online consumers who want to show their moms some love this Mother’s Day. E-retailers like Wal-Mart.com and American Greetings.com are fighting for a piece of Mother’s Day profit.

Katie Evans

Managing Editor, International Research

From exercise programs to e-cards, there’s no shortage of options for online consumers who want to show their moms some love this Mother’s Day. E-retailers like Wal-Mart.com, 1-800-Flowers.com and American Greetings.com are all fighting for a piece of Mother’s Day profit .

 

Wal-Mart is looking to get moms moving this Mother’s Day. It’s stepping up promotions for the Nintendo Wii Fit video exercise program and touting it as the ideal Mom’s Day gift. Through Sunday, shoppers who pre-order or pre-pay for the $89.74 game, which is slated for release later this month, will get a $10 Walmart.com gift card.

The Walmart.com home page prominently featured the Wii Fit over the past week, a Walmart.com spokesperson says, with links to a video demo and bundles that included the Wii gaming console, games and accessories. Wal-Mart also has been promoting the special offer in its circular and through e-mails.

 

The spokesperson declined to say how many Wii Fit orders Walmart.com has received, but says there has been “strong customer response” and that the Wii Fit has been one of the site’s top-selling items this past week.

 

Mother’s Day is a big day cards and flowers, and those specialty retailers are doing what they can to squeeze the most sales out of the holiday. 1-800-Flowers.com is offering $20 off certain orders, while American Greetings launched new photobook and greeting card designs to help ramp up Mother’s Day sales. Available at PhotoWorks (www.photoworks.com), American Greetings’ online personal photo publishing company and photography community, consumers can upload their favorite snapshots to create personal cards and gifts for moms.

The 11 new PhotoWorks greeting cards range in price from $2.07 to $3.47 per card and aren’t necessarily just for Mom. Along with “Mommy, You’re the Best” cards are those with cover lines like “What is a Grandma” and “You’re a Wonderful Sister.” New $39.95 photo books include floral-themed designs for mothers and grandmothers and scrapbook-themed designs.

The new offerings have been well received, an American Greetings spokesperson says, and the retailer plans to add special items for Father’s Day as well.

Electronics retailer JVC is using the web to increase brand awareness and buzz this Mother’s Day. The retailer’s `Here`s Looking At Me, Mom` video contest allows participants to send their moms video greetings for a chance to win two JVC Camcorders. Users will rate submissions and a panel of judges will select the winners based on entertainment, creativity and originality. So far about 12 videos showcase such themes as homesick college students and toddlers. JVC will announce winners on May 12.

Smaller businesses also have big plans for this Mother’s Day. A new survey by e-mail marketing firm Constant Contact found 63% of small businesses anticipate an increase in online purchases over the holiday, 74% are planning promotions and 88% will send special Mother’s Day marketing e-mails.

 

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