Last Minute Marketing Tips for Father's Day: What You Can Do Differently in 2019

International Father’s Day is on June 16, 2019. Celebrated worldwide on the third Sunday of June, it’s a day to commemorate fatherhood and male parenting. Today, we’re talking tips to help you make the most of this this Spring-end shopping event.

In the marketing world, International Father’s Day is not just a day to celebrate fathers, it’s a marketing challenge, considering the day isn’t as commercially lucrative as Mother’s Day – yet. Let’s understand what the buzz is like and how you can make the most of Father’s Day in 2019 and beyond.

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Figures You Need to See

“86% of Americans celebrate Mother’s Day, this is one of the first big gifting moments of the year,” says Dan Silver, VP of Marketing at GroundTruth. Contrary to this, Father’s Day is a last-minute gifting holiday, which increases marketers’ opportunities to influence potential undecided shoppers to make the purchase over the Saturday before the holiday.

GroundTruth, the location platform, shares some Father’s Day foot traffic insights from 2018 that reveal shopper insights and key takeaways for the marketing opportunity this weekend.

• 26% of consumers shop at department stores compared to 22% online
• Sporting Goods Stores and Department Stores saw a 78% and 64% increase in last minute shopping, respectively
• Major League Baseball stadiums foot traffic on Father’s Day weekend was 55% above average
• Restaurant foot traffic was 34% above average on Father’s Day in 2018
   

From these insights, you can infer that Saturday is the day that’s going to give you the returns you’ve been hoping for from your marketing activities over the past month. In case you haven’t done any marketing around Father’s Day yet, remember that marketing in and around Sporting Goods Stores and Department Stores on Friday and Saturday will definitely bring you some immediate results.

On Father’s Day, people are seen spending time with their fathers at sporting events and dining out at restaurants, so maybe some brand recall activities there as well?

Learn More: 6 Mother’s Day Campaigns to Inspire Your Emotional Marketing Strategy

Father’s Day 2019 Tips for Marketers

“Based on foot traffic patterns from Father’s Day last year, we expect this year that foot traffic to retailers will spike the day before the holiday (Saturday), as shoppers wait to purchase gifts last minute.”

~ Dan Silver, VP of Marketing at GroundTruth

Since the holiday is right around the corner, here are some insights and tips that will help you plan your marketing strategy for any last-minute father’s day gift shopping:

1. Millennials are expected to be the biggest spenders with an average spend of $188 in Father’s Day related items, compared to a $133 average. So,target millennials on social media sites such as Snapchat, TikTok, etc. with a sense of urgency to inspire them to shop.
2. Sporting goods stores’ foot traffic for last minute gifts soared to 78% above average last June. Take note of this significant increase in shoppers, and whether or not you have a sporting product to sell, using location-based marketing, you can tactfully influence your audience to make a purchase.
3. MLB stadiums see some of their highest foot traffic in the month of June, with foot traffic on Father’s Day weekend up 55% above average for the season. That’s where you’re going to find the dads and their kids, and this presents you with a major marketing opportunity – be it online or offline.
4. Since 53% of purchases are digitally influenced, marketers can leverage location data to identify potential customers when they’re on their devices and reach them as they begin shopping for dad.

We asked Dan Silver for some last-minute tips to help marketers make the most of this opportunity, he says, “Marketers looking to cash in on last-minute gift givers before Father’s Day should focus on convenience and making the buying process as simple and streamlined as possible for customers who might be overwhelmed by the number of choices available.”

Learn More: Last-minute Tips on How to Ace Black Friday and Cyber Monday Sales

Key Takeaways

Retailers across industries should take into account last minute gifting and plan promotional initiatives at these locations that tap into a host of consumer segments looking to find the perfect gift for their dad or even dads being pampered and treated to experiences they love.

This is sure to help you refine your marketing message and methodology and locate your audience this weekend. Make the most of social media and location-targeting to get the most mileage from last-minute shoppers.

We hope this last-minute guide helps fellow procrastinators, especially. If you enjoyed reading this, tell us on Facebook, Twitter or LinkedIn.