The first Father’s Day was celebrated in Spokane in 1910, but it wasn’t until President Calvin Coolidge officially established Father’s Day as a national event in 1924 that it became a dedicated holiday to “establish more intimate relations between fathers and their children and to impress upon fathers the full measure of their obligations” (U.S. Census). Now a day of celebration and – yes – gift giving, here are some tips to get your campaigns ready for the upcoming shopping rush to honor dear ol’ dads!
1. Know Your Numbers
We’ll help you out with this one. According to the U.S. Census Bureau, roughly 6 in 10 men in the U.S. are fathers – that’s 75 million! Of those, 54% have adult children who are at least 18 years old and 1 in 4 men are grandfathers.
2. Who’s Shopping?
An estimated 77% of Americans will celebrate Father’s Day (NRF) and each celebrant will spend $133. That’s a lot of money to spend! Especially since 33.8% of Father’s Day celebrants will shop online (NRF). And with such a vast number of shoppers cross-generation and regions, don’t restrict inventory if you’re using a DSP like Bidtellect! Scale is your friend.
⇒ For a great breakdown of E-Commerce Best Practices to drive sales, check out this post! How To Drive Awareness and Sales: E-Commerce + Native Best Practices.
3. Get Your KPIs Down
According to our 2H 2018 Native Report: 1. Drive Sales, 2. Drive Traffic to Blog Content, and 3. Offer-Driven Creative. Get your ad campaigns ready: make sure your creative is relevant and up-to-date, reflecting the holiday and any sales or special offers (some tips in here: What NOT To Do: 6 Creative Practices to AVOID When Writing Your Next Native Headlines!). If you’re working with a platform like Bidtellect, we can optimize towards these goals for you, ensuring that your Father’s Day campaigns are bringing consumers to high-quality content and – most importantly – helping your bottom line.
4. What Kind of Gifts Are They Buying?
According to NRF spending data, here’s a ranking of Father’s Day Gifts based on highest spend:
- “Special Outing” gift (concert, sporting event or dinner) ($3.2 billion)
- Clothing ($2.2 billion)
- Gift cards ($2.1 billion)
- Consumer electronic ($1.8 billion)
- Home improvement supplies ($878 million)
Offer some gift ideas within each of these categories in a blog post or article and distribute it as Native Ads! For example, in the category of home improvement, you might go for some of the best acrylic prints to advertise as decorations within the home. This does two things: establishes you as a thought leader during the holiday and increases the likelihood of engagement and sales! (Just see those stats below).
⇒ Wondering what kind of article? Try a Listicle!
5. Content Matters
As we always say… Content matters. Consumers are much more likely to buy from a brand they trust, are an expert, or they have built a relationship with – especially when it comes to gifts for someone they care about! Content makes consumers 131% more likely to buy (Twitter via Nudge); content can help double website conversion rates from 6% to 12% (Shopify) and marketers who prioritize blogging are 13x more likely to generate a positive ROI (Shopify).
Happy Father’s Day!