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How to Capture the Father’s Day Gift Market

June 13th, 2012 ::

By Rieva Lesonsky

Father’s Day is just days away, and while this holiday may not capture the dollars that Mother’s Day does, there is still money to be made by providing gifts for the nation’s 70.1 million dads. In fact, the National Retail Federation’s 2012 Father’s Day Survey projects Americans will spend an average of $117.14 on Dad, for a total of $12.7 billion.

What do you need to know to successfully market for Father’s Day sales?

Market to Mom. While older kids and adult children may buy their own gifts for Dad, moms get involved in most purchases, so it’s important to think about how Mom likes to shop. Today’s moms are mobile-savvy, active on social media and constantly searching for bargains via daily deal sites like Groupon and LivingSocial. If you’ve got a product or service that would make a great Father’s Day gift, make sure you’re spreading the word on social media and making it easy for moms to share with their friends. Also try offering deals and discounts on your website or through online couponing sites.

Think un-traditional. Up your marketing message by reminding your customers of the many men in their lives who might fill the role of “father.” In today’s less-traditional world, an uncle, older brother or even a family friend may be the father figure who deserves special treatment on Father’s Day.

Don’t forget Grandpa. Grandparents are more active and involved in grandchildren’s lives than ever before. Since many grandparents prefer experiences to things, consider how your service could lend itself to an unforgettable family experience—whether that’s a great restaurant meal, an exciting family vacation or a fishing trip.

Whet their appetites. A meal out is always a popular Father’s Day gift for the dad who has everything. If you own a restaurant, consider offering special Father’s Day packages, menus or seatings. Make it kid-friendly and they will come. Don’t forget gift cards or certificates as another option to capture sales and keep customers coming in after Father’s Day is over.

Know what dads like. If you’re a retailer, know that tech gadgets like smartphones and tablets, apparel, and home and garden products are perennially popular gifts for Father’s Day. Create a special Father’s Day display in your store and/or on your website home page.  Play off favorite themes like golf, grilling, fishing or sports in a clever, attention-getting way.

Be nimble. Shoppers are used to buying last-minute now, so there’s still time to capture customers right up until (and on) June 17. Provide the perfect last-minute gift, and customers will remember you with gratitude next year, too.

Image by Flickr user Woodley Wonderworks (Creative Commons)

The views expressed here are the author's alone and not those of Network Solutions or its partners.

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