How does Mother's Day affect beauty product abandonment?

Every year, Mother's Day becomes this intense sales period where I'm simultaneously excited and stressed about my beauty product store. My typical conversion rates just... disappear. Customers browse extensively, add multiple items to cart, but then vanish. It's like they're overwhelmed by choices or waiting for the perfect moment. I've noticed mobile traffic spikes dramatically during this period—people shopping during lunch breaks or late at night—but my checkout completion rates drop. The frustration is real: I'm paying premium ad rates during a high-intent shopping period, but something's blocking those final purchases. My team and I have tried generic site-wide discounts, but they feel scattered and impersonal. We want a strategy that creates genuine urgency without looking desperate. The challenge isn't just about driving traffic; it's about converting those carefully considered gift purchases. Beauty products are emotional purchases, especially for Mother's Day. Customers want to feel they're making a meaningful, time-sensitive decision, not just grabbing a random discount.