In just a matter of weeks, consumers in almost every demographic will be getting online to look for Father’s Day gift ideas and every smart e-retailer will be getting ready to supply those consumers with just the thing.
Father’s Day, which falls this year on Sunday 19th June, is one of the many events in the gifting calendar that can generate significant eCommerce sales.
Google report that 48% of UK consumers now buy cards and gifts for dads and they spend more online than they do on the high street. In the last few years, consumer spending on treats for the man of the house has steadily increased and is now worth more than £519 million to the UK economy.
Although this is considerably less than spending on Mothers’ Day (sorry dads!) it still represents a real opportunity to increase traffic and conversions.
However, the market is competitive and any retailer hoping to be successful for this gifting event, (and the many others that follow) will need to capitalise on a few marketing tools and technologies to reach their audiences:
Optimise Your Content
Search Engine Optimisation (SEO) is one of the quickest and easiest ways to adapt your content for seasonal purchasing. Some of the most popular keywords for Father’s Day include:- Father’s Day gift ideas
- Father’s Day cards
- Father’s Day ideas
- Father’s Day activities
Go Social
A multi-channel marketing strategy will help you capitalise on as many eCommerce sales opportunities as possible and social media is one of the easiest and cheapest consumer hangouts that you can tap into. Twitter, Facebook and Instagram all represent opportunities for you to promote your Father’s Day gift ideas and build relationships with your customers. Apart from sharing posts about your products or services, encourage your followers to share your posts on their social networks. As Dove Men+Care showed in 2014, you can raise the profile of your brand by simply showing the nation’s dads a little love. Dove generated thousands of shares and interactions on Facebook and Twitter with a heart-warming video campaign titled #realdadmoments, which showcased the nurturing, playful nature of fathers. It’s been viewed on YouTube alone more than 13 million times since release.
