Father’s Day Marketing – Wait till Dad Gets Your Direct Mail

Thanks to a strengthening economy, Father’s Day spending in 2017 hit a record $15.5 billion in estimated sales, or $134.75 per giver. Those amounts are expected to increase in 2018, so the time to get your Father’s Day marketing campaign planned is now.

Consumers can find any number of gift-giving ideas on the internet. But as a business owner, you need to know two things:

  1. What fathers want
  2. What people buy for fathers

Why? Because much of the time, what fathers want and what they receive are two different things. How does this affect businesses? Well, the businesses that offer what dads really want should use marketing to communicate weighty statistics or quotes from “real dads” that convince gift buyers to change how they typically shop for Father’s Day.

Where Shoppers are Shopping for Father’s Day

40% of shoppers plan to buy Father’s Day gifts at department stores, but they also shop at:

  • Discount stores (26%)
  • Specialty stores (24%)
  • Local/small businesses (19%)
  • Specialty clothing stores (11%)

Online gift buyers represent 34% of shoppers, so be sure your website is up-to-date and your digital marketing makes finding your site both desirable and simple.

What Dads Really Want for Father’s Day

Despite common dad humor and traditional assumptions, many dads really do want to spend more time with their children. But there are a couple of things dads really want on their special day:

  • Watch the U.S. Open (or TV) in peace
  • Enjoy their favorite food and drink
  • Do something fun that matches their personality
  • Relish peace and quiet

What Dads Typically Receive

It’s not that fathers aren’t getting any gifts on Father’s Day. Families really do care about Dad. Here’s what they typically plan to buy him for Father’s Day:

  • Greeting cards (64%)
  • Dinner or brunch at a restaurant (48%)
  • Clothing (46%)
  • Gift cards (43%)
  • Books or CDs (24%)
  • Electronics or tech gear (21%)
  • Personal care (21%)

The National Retail Federation predicts an increase in Father’s Day spending across the board with the highest growth for personal care, about 20%.

Using Direct Mail for Your Father’s Day Promotion

If your business offers products or services consumers typically buy on Father’s Day, consider promoting your sales event through print and digital coupon offers and direct mail. By sending a direct mail piece, such as a postcard or flyer, consumers have a tangible reminder about what to purchase for Father’s Day.

If your business offers experiences for Dad, get the word out early and often. For instance, offering specials on activities that get the kids out of the house can be a great gift for everyone! An adventure activity such as ziplining, whitewater rafting or weekend camping would make any adventure-seeking, outdoorsy dad happy. And how about concert tickets to see a favorite band for music-loving dads?

Gift of experiences often need planning and reservations. You’ll want to give consumers as much time as possible to buy into your suggestions for Father’s Day. Direct mail makes it easy for consumers to remember to plan early and reserve events now. In addition to direct mail, you can also use social media to promote your business. Try uploading videos and photos of the experiences you offer on social media, YouTube, and your website.

Speaking of planning, now is the time for your business to begin planning Father’s Day marketing. Valpak has been a leader in local marketing for 50 years. When you’re ready to get started, reach out to your local Valpak franchise office. There’s one in your neighborhood.

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