Busy Phillips helps Zulily with mobile Mother’s Day promotion

Dan Berthiaume
Senior Editor, Technology
zulily
Zulily is adding Hollywood glitz to a new Mother’s Day offering.

A Hollywood actress is helping Zulily expand its initiative to focus on core “mom” shoppers.

To help shoppers find Mother’s Day gifts, the digitally native specialty retailer is partnering with TV/film star Busy Phillips to launch a personalized text service, For All Moms (FAM) Gifting Advisor. Zulily’s goal is to help shoppers, including moms looking to buy for themselves, find gifts through a mobile-friendly curated service.

The text service provides tailored purchase suggestions based on preferred ways a mom spends time with her family, such as sharing a meal, going on an adventure, being cozy at home, being creative together, and/or bringing family and friends together. Customers can sign up for the SMS service and receive a curated gift list through Tuesday, April 18.

Zulily caters to moms

In September 2022, Zulily began expanding its traditional focus on flash sales to better meet the changing online shopping needs of moms. The e-tailer introduced three shopping experiences specifically designed for customers who are moms:

  1. Virtual branded stores-within-a-store: This everyday offering features an always-available selection of value-priced, recognized brand names and current styles. Through a series of more than 300 curated "virtual brand experiences," customers can shop throughout the year with name brands.
  2. Everyday value: An everyday assortment offers a selection of daily essentials and basics across clothing, footwear, homewares, and other categories, at budget-friendly prices.
  3. Exclusive daily deals: Every day, Zulily will continue to launch exclusively priced deals across more than 100 limited-time events, curated for each customer with unique and brand name items.

"We want to dedicate Mother's Day to all those who 'mother': stepmoms, traditional moms, mothers-in-law, grandmas and all the mom figures who have loved and supported us,” said Denise Jaeschke, VP of integrated customer marketing at Zulily. “At Zulily, we want to offer the best savings so our customers can shop for and celebrate all the moms in their lives."

"I'm thrilled to be partnering with Zulily this Mother's Day," said Philipps. "As a mom myself, I know how many things are on our to-do lists and how much pressure there is to get everything done. All caregivers, regardless of gender or biological connection, who are working hard at raising and supporting the kids in their lives deserve to be celebrated for all that they do and I'm excited to be a part of this unique celebration."

Zulily is headquartered in Seattle, with locations in Nevada, Ohio, and China. It is a subsidiary of Qurate Retail Group, which is made up of QVC, HSN, Zulily, Ballard Designs, Frontgate, Garnet Hill, and Grandin Road.

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