Father’s Day is June 16 and fast approaching. Father’s Day is one of the most last-minute shopped holidays of our year…which is not necessarily a sign of diminished love or appreciation for all that fathers do—only evidence that some holidays are most remembered when they are practically upon us. Businesses that sell items or services that appeal to fathers can boost sales by marketing their promotions now and getting a jump on the competition: a timely start reminds consumers who may not be aware that Father’s Day is almost here.
Popular gift categories for Father’s Day:
Tools
Sporting goods
Electronics and tech gadgets
Grills
Outdoor equipment
Clothing
Home improvement items
Gift cards
Since Father’s Day comes and goes quickly, good marketing that is well-targeted and well-timed can help a small business stand out in the crowded field. Hoping to boost sales this Father’s Day? Consider some things that Father’s Day shoppers often look for:
Everyone likes sales, and those shopping in the days or weeks before Father’s Day are often looking for pricey items that men can use at home or with their families: electronics, grills, tools, outdoor equipment, sporting goods, and home improvement and landscaping items are among the popular choices. These tend to be big-ticket items, and therefore, discounts are heavily appreciated. Many shoppers wait until they see designated items go on sale before they consider making a purchase. Placing popular items on sale in early June may increase traffic and sales before time runs out.
There is virtually no one who doesn’t like the sound of “free.” But free items are not always good items—consumers want value, too, and not just a free trinket that will be forgotten or discarded. Items that can be given for free with purchase or given in tandem with participation in a promotional event should be high-quality items that consumers value, including good quality electronic items, clothing, outdoor items, sporting equipment, and attire. Father’s Day is also a huge day for restaurants and retail outlets, so don’t let the opportunity pass. Freebies and giveaways help get people in the door, and they may compel many consumers to spend more money while they are there.
Rebate programs don’t always fare well, but they can be very popular when they are properly run and they make their payouts as promised. Rebates programs work best when they are short-term and not overly confusing and burdensome with their requirements. Keeping the forms simple, with straightforward ways to prove purchase, can help assure consumers that the campaign has value.
When people shop last-minute, they tend to greatly appreciate shipping that is fast and free. A business that sells items that would usually incur high shipping fees—like electronics or tools—can stand apart from the competition by offering free, expedited shipping to help attract that high volume of last-minute shoppers who will need a gift quickly.
Not all gifts are physical objects. Some of the things fathers appreciate most are things they can do and enjoy with their families, including trips, concerts, water and beach activities, movies, dining out, and outdoor recreation. And since Father’s Day is not just about fathers, but also grandfathers, stepfathers, uncles, brothers, godfathers, and close family friends, experiences that can be enjoyed by a large and inclusive group allow the entire family to honor simultaneously the important men in their lives.
Offering free shipping, rebates, discounted gifts, and memorable experiences are all ways to help make a brand resonate with consumer values and encourage people to share recommendations, reviews, and pictures of their purchases online, thus expanding the company’s marketing reach to other interested consumers.