It’s not even two weeks before Father’s Day, so if you’re planning on doing a marketing push for your company, you should get on it if you haven’t already. High gas and food prices likely will take a bite out of Father’s Day gift giving; a recent survey done by the National Retailers Association (NRF) says their estimates put the loss as much as 8% versus last year, which leaves many local retailers wondering for what people are really looking for good ole Dad. Here are some promotional ideas to get you started:
- More than 40% of consumers plan on spending their time with Dad by treating him to a special outing, so a “Bring Your Kids” event or promotion for Father’s Day weekend would likely help sales. A good time with Dad at your establishment also will go a long way towards their recall of your brand and business. But, no one is having fun if the kids are bored and acting up – especially Dads on their “special” day. So remember to provide activities – bubbles, balloons, entertainment – as well as kid-friendly (and healthy) refreshments like water, juice, fruit or pretzels for the kids so they have fun with their Dad.
- Or offer a free “Daddy and Me” picture – a Polaroid in a paper frame with your store’s name and website on it, for example – to everyone who makes a purchase. This will create a concrete memory of your business that they will take home with them and, if you’re lucky, keep on the ‘fridge for months and in scrapbooks for years.
- Offer some sort of discount or gift card when a purchase is made for Dad – say, a 10% discount for July or a $10 gift card good for their next visit. Make sure it’s good for the next time the customer visits your store, however, to encourage a repeat visit.
- Donate a portion of your Father’s Day sales to an organization that supports and furthers the role of men in children’s lives…like Big Brothers, Big Sisters for example.
Once you’ve decided on your promotion, support it with paid advertising (if you can afford it), fliers and posters in your store, an email blast to your subscribers, on your website, etc.
Send a news release to the local media, particularly the photo desk of your local newspaper, who will have roving photographers out and about on Father’s Day looking for an image that captures Father’s Day locally.
If you make a donation to a local charity, try to extend your media coverage by presenting the check to the charity’s officials during a media event orchestrated after Father’s Day.
2008 Father’s Day Gift Trends
Gift cards for all occasions have blossomed in the past year and will account for more than 30% of the Father’s Day gifts that are given, which is 5% higher than last year. People also are shopping at discount stores instead of department stores. The NRF survey found many consumers (41.4%) will still treat dad to a special outing and will spend an average of $20.19. Other popular gifts include:
- clothing (36.5%),
- books and/or CDs (22.6%),
- gift certificates and gift cards (32.7%),
- sporting goods (13.3%), and
- consumer electronics or computer related accessories (18.5%).
- The large majority of consumers (68.4%) will invest in a greeting card for dad, spending an average of $7.49.
