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Expert answer · 2 min read

Is it better to discount individual products or create Mother's Day bundles?

You need to decide whether to apply discounts to existing individual products or to invest in building dedicated gift bundles for your Mother's Day campaign. Both approaches serve different customer segments and generate different average order values. This question provides a framework for choosing between them based on your product range, average order value, and the type of gift buyer your store attracts.
Muhammed Tüfekyapan

Muhammed Tüfekyapan

Founder & CEO, Growth Suite ·

The short answer

Individual product discounts serve browsers who already know what they want and need a price incentive to commit. Bundles serve gift buyers who need curation help and are willing to spend more for a complete gift set. Most Mother's Day campaigns benefit from both: individual discounts for returning customers who know your products, and bundles as the primary offer for new visitors and gift shoppers who arrive with a budget but no specific product in mind. Bundles consistently generate 25 to 40% higher average order value than individual product discounts for gift-purchase occasions.

In depth

Individual Discounts vs. Bundles for Mother's Day

The choice between individual discounts and bundles maps to two different customer journeys: the informed returning buyer versus the gift-seeking first-time visitor. A well-designed Mother's Day campaign serves both without forcing either into a suboptimal experience.

Which Approach Serves Which Customer

Customer TypeBetter FormatReasoning
Returning customer who knows the productIndividual discountAlready decided, just needs a price nudge
New visitor gift shoppingBundleNeeds curation help, willing to spend more for completeness
Gift buyer with a specific budgetPrice-tier bundleMultiple bundle options at different price points match the budget
Last-minute procrastinatorSingle curated gift setSimplicity and speed matter most when time is short

Combined Approach for Maximum Coverage

  • Homepage and landing page: feature bundles as the primary offer for new visitors
  • Email to existing customers: highlight individual product discounts for returning buyers who already have favorites
  • Retargeting ads: show bundles to visitors who viewed individual products but did not convert, suggesting that a complete set might resolve their indecision

Growth Suite: Advanced Behavioral Targeting

Advanced Behavioral Targeting identifies returning visitors with previous purchase history and presents them with individual product offers, while presenting bundle offers to first-time gift shoppers. This visitor-level differentiation delivers the most relevant offer to each customer type without requiring manual segmentation effort.

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