Boosting Father's Day Sales: Insights and Advertising Strategies

2. Despite a good employment picture, a much-improved housing market and a 2.3% increase for Q1 2016 retail sales versus Q1 2015, overall economic growth for Q1 was an anemic +0.5%. Gallup’s US Economic Confidence Index for the week of April 18th was the lowest of the year, at -16, the lowest score since August 2015. The economic outlook index was off 25 points, which translates to 60% of consumers thinking the economy is worsening. Previous years have had sluggish first quarters, only to improve during the remainder of the year. The US Conference Board’s Q2 2016 forecast, as of April 13, is a 2.4% increase in real consumer spending compared to 1.7% for Q1. An Economy in Need of a Pick-Me-Up

3. The National Retail Federation (NRF) forecast that Americans would spend $12.7 billion for Father’s Day 2015, compared to $12.5 billion for 2014. (The NRF 2016 Father’s Day forecast and shopping survey is not yet available.) According to the US Census Bureau, total June 2015 adjusted retail sales was 0.2% less than May 2015, but increased 1.8%, compared to June 2014. A May-to-June increase was forecast, which suggests Father’s Day 2015 sales didn’t reach their goal. Footwear News reported, however, that retail traffic at shoe stores increased 4.1% the week before Father’s Day 2015. One shoe storeowner said more women were buying shoes for their husbands and boyfriends. Father’s Day 2015 Insights

4. Fatherhood has changed enormously since the mid-20th century. Many Generation Xers and Baby Boomers are fathers, but most of today’s fathers are Millennials. Their Father’s Day gifts are more likely to be electronic than a new tie or sweater. According to BabyCenter’s report, Millennial Dads: Equal Partners in Parenting, 38% of young fathers were more focused on their hobbies before they became a father. With the major change of life, 70% said their most important goal was their child’s wellbeing. Of the Millennial dads surveyed for the June 2015 report, 44% said they had changed their food/beverages/groceries brands since becoming a father; followed by 42%, household cleansers; 36%, personal care; and 27%, financial services. Millennial Dads Are Different

5. According to IBM’s Digital Analytics Benchmark report for the weeks prior to Father’s Day 2015, gift purchases via a smartphone increased 93.6%, compared to 2014. This was 12.3% of all online gift purchases; tablets accounted for 13.3% of online purchases. Although desktop computer sales were 74.3% of all online purchases, 48% of Internet traffic for Father’s Day 2015 was on mobile devices; the remaining 51.7% on desktop. The Mobile Commerce Index for the 3 weeks prior to Father’s Day 2015 reported that mobile shoppers were more than three times as likely to purchase from retailers who sent email blasts promoting sales than from email blasts without promoted sales. Buying Online for Dad

6. Although online gift purchasers spent more for Mother’s Day 2015 on average – $114.17 – than Father’s Day 2015 – $108.29 –, gift givers purchased an average of 4.2 gifts for Father’s Day compared to 3.8 for Mother’s Day. According to June 2015 data from Outbrain, there were 31.59 million page views of recommended Father’s Day online content compared to 19.96 million for Mother’s Day. Father’s Day also had more page views per article, or 3,787, compared to 2,431. Another interesting comparison from 2015 is that most Mother’s Day and Father’s Day online content was published during April; however, Mother’s Day content was read during April while Father’s Day content was more likely to be read during May and June. Looking for Dad’s Day Content in All the Right Places

7. Help restaurants maximize Father’s Day bookings and revenues by offering free family photos and ask for an opted-in email address to forward them; a Father’s Day gift – gift card, free adult beverage or free dessert item; and special complete dinners or menu items. With more Millennial fathers, day spas can promote male-oriented services, such as a sports massage, gender-neutral scents and oils and combination treatments for Mom and Dad to increase per-visit revenues. Other product categories that retailers should feature for Father’s Day include automotive accessories, sporting goods, mattresses, tickets to sporting events and concerts and special Father’s Day products and/or services bundles at a discounted price. Advertising Strategies

8. Retailers are likely to drive sales with a schedule of email blasts during the first three weeks of June. Each email features a specially priced Father’s Day gift, which could be linked to a product page on the retailer’s Website or Facebook page. Restaurants that offer a free family photo and obtain an opted-in email address to send them should include a coupon/discount in the email for a family dinner during July or August that can also be accessed on a mobile device. Promote in-store and on social media a children’s Father’s Day essay contest (children 12 and younger) in which they explain what makes their Dad great in 100 words or less. Essays are submitted with a photo of the child and Dad and prizes are awarded for the best. New Media Strategies