Ben Tang, head of data science and machine learning, Glassbox Digital
Father’s Day is just around the corner. Let’s take a look at retail trends to discover what consumers are looking for when they think of Dad.
“Dad’s So Hard to Shop For!” Father’s Day Retail Trends in the US
Mother’s Day has come and gone, and graduation season is in full swing. But Father’s Day is just around the corner, and it’s important to not forget about Dad in all the hustle and bustle.
Smart shoppers start early. We recently conducted some consumer data analysis to get a better sense of 2019 Father’s Day trends. What we found is that there was a 50% increase in online searches for “Father’s Day gift” and similar terms in the first week of May. 77% of those searches were on mobile, which is not surprising since approximately 50% of shoppers will ultimately use a mobile device to make their purchase decision, and 33.8% of purchases will happen online.
So how do we honor our fathers, and how can the retail sector help shoppers find the best gift?
What to Buy for Dad?
Fathers can be notoriously hard to shop for, especially if their hobbies involve specialty equipment and supplies that anyone outside the hobby might not really understand or know where to find.
The most popular gift categories for fathers are clothing, electronics, and gift cards.
Traditionally, clothing could have meant a nice tie. It’s a cliché for a reason! But as more workplaces have relaxed their dress codes, fathers (especially millennial dads) may have fewer reasons to wear a tie.
Instead, retailers may want to promote clothes that Dad can wear in his leisure time. Whether it’s active wear for his favorite sports and outdoor activities, or a novelty T-shirt, shoppers are looking for something that fits their father’s personality.
For electronics, consider promoting the fun gadgets that Dad might not otherwise splurge on, such as a drone, dash cam, or nice Bluetooth headphones. The average consumer spends $133 on Father’s Day gifting, but the coveted 25-34 group spends upwards of $188, so consider this when deciding which products to promote as “Perfect for Dad.”
Perhaps not surprisingly, gift cards remain a popular choice. This allows Dad to pick up the right supplies for his hobby, or a polo shirt in his favorite color. Specialty retailers should promote their gift card offerings, and consider the importance of digital gift cards, which can be sent across the country at the click of a button, perfect for adult kids who have moved away from home.
The Family Outing: A Father’s Day Tradition
Many families choose instead to celebrate Father’s Day with a family outing. With Father’s Day poised just on the cusp of summer, in many parts of the US it’s the perfect time to take Dad out for a round of golf, or for the whole family to go to the zoo or an amusement park. Families with adult children often enjoy meeting at Dad’s favorite restaurant to exchange gifts and toast the old man.
This is another perfect opportunity for promoting gift cards. Deals such as “$40 for a $50 gift card” can help adult kids treat Dad to dinner—after all, “No wait, I have a gift card!” is the perfect excuse to stop Dad from paying for his own Father’s Day dinner.
Is Your Business Ready for Father’s Day?
To prepare for Father’s Day or any other gift-giving holiday, it can be beneficial to perform a customer funnel analysis. How are you helping customers get from the initial thought “I need to get Dad a gift” to making the ultimate decision to purchase a Father’s Day gift on your website or in your store?
It can be as simple as making your “Gifts for Him” or “Menswear” sections more prominently displayed on your site, or as complicated as a multi-part marketing campaign with targeted advertisements directing customers to the must-have gifts for the dad in their life.
Dads can be hard to shop for. But with a well-designed customer funnel, you can help lead them to the gifts that will bring a smile to his face.
Glassbox Digital provides customer experience analytics software for online retailers.
Favorite