How to make the most of Father’s Day
Father’s Day is nearly here. Help shoppers celebrate Dad, and drive more sales with these tips.
Father’s Day is just around the corner, which means that across Australia, millions of sons and daughters, young and old, will soon be embarking on the search for the perfect Father’s Day gift.
In fact, figures suggest that Australians are likely to spend $860 million* celebrating their dads and father figures on Father’s Day, with data from Google Trends revealing that searches for “Father’s Day gifts” have doubled in Australia in the past five years.
Admittedly, Father’s Day spending still lags behind Mother’s Day, with only 40% of Aussies celebrating Father’s Day – and only spending $93 on average compared to $102 at Mother’s Day*. On the upside, these figures suggest that Father’s Day is a celebratory day with untapped potential.
This year, says Trent Rigby of Retail Oasis, cost-of-living pressures mean that consumers are likely to be especially price sensitive. “Consumers will be particularly keen to find the best deal available.”
Here are our top tips to help you help your customers.
1. Identify top Father's Day products
Dads are notoriously difficult to buy for, and, these days, novelty socks and power drills no longer cut it (if they ever did). As a retailer, your job is to help customers find the perfect gift and make the purchase process as simple as possible.
One way to do this is by showcasing gift ideas via banner ads, pop-ups or dedicated modules on your e-commerce site. You could also consider creating gift guides.
“Father’s day can be a challenge to shop for many consumers,” says Rigby. “It can be challenging to find something unique and special, and difficult for gift givers to know what the recipient truly wants (particularly compared to other holidays like Christmas, Easter or Mothers Day). Recognise that it can be difficult to shop for many, and offer plenty of guidance throughout the journey to purchase.”
“Traditional Father’s Day gifts can be predictable. Retailers who offer something different, unique and special will win customers."
To identify products that are likely to be popular as Father’s Day present, look back on previous sales data to determine which products and categories have performed well in the past and don’t forget to research wider market trends.
For example, visit eBay Best Sellers and Amazon Best Sellers or look through recent online gift guides from publishers and other retailers.
2. Make it meaningful
Don’t be afraid to think outside the box when it comes to gift ideas, says Rigby. “Traditional Father’s Day gifts can be predictable. Those retailers that offer something different, unique and special will ultimately win customers at the checkout,” says Rigby.
One way to make gifts more special and unique is to add personalisation. “What role can the buyer have in [your product’s] production? Can you personalise it with their name or another unique identifier? Is it a one-off product?”
3. Incentivise purchases with discounts and promotions
Once you know which products will be in demand for Father’s Day, a retail discounting strategy, including discounts and promotions, can convince customers to purchase.
Consider early-bird offers, percentage discounts or discounts for additional spending (for example, spend $80 and take 20 per cent off).
Another option is to create dedicated “Father’s Day bundles”, says e-commerce expert Matt Stevens from Chatham Oaks “A golf company could put together balls, tees, a glove, etc. That is where you can use the promotional code or coupon to a greater effect.”
Or consider partnering with another brand on a promotion, giveaway or gift pack. For example, a golf brand could partner with an apparel company or the publisher of golf books to offer a Father’s Day pack. Collaborating with an aligned, but non-competitive, brand will help you reach new customers if you both promote the partnership.
5. Remember timing is key
Timing counts when it comes to Father’s Day. “Start the campaign earlier than you think,” advises Stevens. “Do not wait until the last minute or else you will not capture a massive portion of your target market that does their shopping early.”
Google trends show that people start searching for gift ideas in late July and that searches peak in the days before Father’s Day. Remember that many people buy their Father’s Day presents online, and may shop early to allow for delivery time.
4. Consider free shipping
E-commerce is likely to be particularly important this year, believes Rigby, who says that cost-of-living pressures mean that consumers will be more willing to undertake research for the best deal – and this usually happens online.
“Given how important online will be this Father’s Day, offering free shipping – if you don’t already – is a no-brainer. Free shipping has constantly been proven to be one of the top purchasing factors, particularly among digital natives (Millennial and Gen Z consumers.”
6. Choose the right channels
The best channel for your Father’s Day promotion varies from business to business, depending on who you’re targeting and what you’re selling.
“Most businesses will want to develop some kind of blog or written content to develop SEO,” says Stevens. “This is extremely effective in growing your business organically over time.”
Social media – whether that’s Pinterest, Instagram, Facebook or another platform – is another option, and email marketing or a VIP subscriber list are a great way to remind customers about Father’s Day and the gifts that you offer.
7. Don’t miss the data opportunity
It’s one thing to make a sale, but in order to make the most of Father’s Day and transform buyers into loyal, long-term customers, it’s important to consider your post-purchase approach.
Gathering data on new customers is the first step, so don’t forget to collect email addresses at the point of purchase – or even via a pop-up when customers land on your website’s homepage. Then, create a post-purchase nurture email series to encourage a repeat purchase.
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