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.
Papa. Pop. Pa. Dad. Whatever you call him, September 1 is his day: Father’s Day.
But Dad isn’t the only one set to celebrate this September. Father’s Day is also a great opportunity for retailers and businesses to generate excitement and drive sales.
In fact, figures suggest that Australians are likely to spend $950 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.
And it’s Gen Z that plans to spend the most. A 2023 survey found that the average Gen Z consumer planned to spend $109 on a gift, with women (51%) more likely than men ($36%) to splash out*.
This year, Father’s Day is on September 1.
To make your Father’s Day promotion stand out, don’t forget to let us know if you’re planning any special offers, so we can feature your brand on Afterpay’s Shop Directory. That way, you can reach even more customers.
Here are more tips to help you help your customers (and their Dads!)
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.
*Source: https://www.findershopping.com.au/australias-fathers-day-spending-statistics
All references to any registered trademarks are the property of their respective owners. Afterpay does not endorse or recommend any one particular supplier and the information provided is for educational purposes only.
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