Father’s Day is a beautiful tradition celebrated across the world to honor fathers and father figures for their contribution to the family. Fathers are integral to family life; modern fathers not only epitomize strength, but they have also taken a more active role in caring and nurturing their children.
Therefore it’s no surprise that Father’s Day is being commemorated more enthusiastically than in previous years. In America, 76% of people said that they are going to celebrate Father’s Day in 2020.
Gift-giving is an essential part of Father’s Day; it is a way to show fathers that their contributions are appreciated and that they are loved. In 2019, spending on Father Day gifts rose 70% to a booming $16 billion in the US.
Other parts of the world experienced a similar rise in gift spending, including UK, Europe, and Asian countries.
In this blog post, we are going to provide you detailed information that will help you develop a winning Father’s Day email campaign. We will discuss spending patterns, demographic information, and the most popular purchase spots.
Especially, we will discuss the expected changes in online shopping trends amid Coronavirus pandemic.
When Father’s Day is Celebrated Around the World?
Father’s Day is not celebrated on a fixed date; it is celebrated on a variety of dates worldwide. Most popularly, Father’s Day is celebrated on the third Sunday in June.
More than 40 countries, including the USA, the UK, Canada, most European countries, and several African countries, among others, observe Father’s Day on this date.
As an Email marketer, you have to be careful about the date before scheduling your email marketing campaign. A business may have a presence in multiple geographical areas, and so it is critical that the time of the event is confirmed before sending promotional emails.
To help you out, here is a list of dates on which major consumer economies will be celebrating Father’s Day in 2020:
|Friday||March 19, 2020||– Spain|
|Friday||May 8, 2020||– South Korea|
|Thursday||May 21, 2020||– Germany|
|Sunday||June 7, 2020||– Switzerland|
|Sunday||June 14, 2020|
|Sunday||June 21, 2020||– USA|
– Sri Lanka
– South Africa
– Hong Kong
& 30 others
|Tuesday||June 23, 2020||– Poland|
|Sunday||August 9, 2020||– Brazil|
|Sunday||September 6, 2020||– Australia|
– New Zealand
|Sunday||November 8, 2020||– Finland|
|Thursday||November 12, 2020||– Indonesia|
The Tradition of Gift Giving – Spending Trends on Father’s Day
In this section, we will shed light on the people celebrating Father’s Day and the way they celebrate it. Specifically, we will discuss the following:
- Father’s Day Gift Categories
- Who is Buying Gifts & Who Are They Buying For?
- Where are the Gifts Being Bought?
- Are People Shopping for Gifts Online?
Father’s Day Gift Categories
The National Retail Federation (NRF) found that, on average, an individual spends $139 on gifts for Father’s Day.
Here, we will present data on the Gift and Gift-adjacent items that people spend on for Father’s Day:
Father’s Day Gift Trends
The research found that people desire to buy the following types of gifts:
- 47% of people spent more than $3billion (highest spending category) on special outings as or along with a gift.
- 45% of people expressed their desire to purchase something unique/symbolic.
- 34% of the population was interested in buying a subscription box as a present
- 28% of gift buyers said they looked at vendors to take inspiration
Who is Buying Gifts & for whom on Father’s Day?
According to the NRF, consumers aged between 35 and 44 are the highest spenders for Father’s Day gifts.
Other age brackets by the percentage of spending and the size of the demographic are given below:
Who Are The Gifts For?
You would think that Father’s Day gifts are only meant for fathers – that’s not true! Father’s Day is symbolic; people buy gifts for any father figure they may have in their life, including step-fathers, grandfathers, uncles, Godfathers, and even sons and nephews.
Parents and siblings may buy a Father’s Day gift for their son or brother, who is a father himself. Friends may purchase gifts for their friends who are fathers or have recently become one.
Here is a graphic to show who receives the most Father’s Day gifts:
What do Consumers Look for When Purchasing Father Day Gifts?
Research shows that consumers prefer qualities of uniqueness, convenience, cost-effectiveness, and personalization when they purchase a gift for Father’s Day.
Where are the Gifts Being Bought?
Since people are increasingly giving value to unique gifts, it is expected that they will purchase more from small businesses that offer exclusive and often customized merchandise. However, convenience may propel them towards departmental stores as well.
Here are the complete statistics:
Are People Shopping for Gifts Online?
Online shopping has grown exponentially in the past decade; online purchases make up 14.1% of retail sales worldwide, and this trend is predicted to grow even more in the coming years. In the USA, 91% shop online and spend an average of $1804 on online shopping. Therefore, it is no surprise that a lot of gift purchasing is going to be done online.
Given the Coronavirus pandemic, the trend may even grow as businesses are expected to remain under lockdown. Although European countries are reopening their economy, health experts are predicting a second wave of the virus, which can propel countries towards lockdown again.
Not much is known about the virus, and everything is uncertain. Therefore, it is safe to assume that consumers will prefer to shop online rather than to risk going outside.
What To Include In Your Father’s Day Email Campaign?
Now that you are aware of the types of gifts people want to purchase, how much money they spend, and how they spend it, it is time to devise an engaging email campaign that will encourage the consumer to buy Father’s Day gift from your business.
Here is what you should focus on:
- Uniqueness: one of a kind gifts such as luxury items, symbolic items, and customized items (engraved with recipient’s name, etc.)
- Convenience: online delivery, easy purchase process, easy-to-use website, etc.
- Cost-effectiveness: include sales promotion tactics to offer value to your clients. For instance, Father’s Day discounts and free shipping.
- Subscription boxes: monthly, bi-monthly, and quarterly subscription boxes have grown in popularity over the past 3 years. Offer a specially curated subscription box to increase sales on Father’s Day.
- Segmentation & Targeting: The 25 – 44 demographic spends the highest money, target them if they are compatible with your business niche.
Father’s Day Email Marketing Examples
In this section, we are going to include Father’s Day email campaigns from last year that stood out from the clutter.
Remember, your goal is to capture your target audience’s attention so that they open and read your email instead of tossing it in the trash without even a second glance.
Father’ Day Email Campaign Example for Special Outing: Promotional Email
Based on historical spending data, researchers expect consumers to spend more on a special outing and experience-based gifts in 2020. This trend was popular in 2019 as well, as evident by this attractive email by Airbnb, which encourages clients to purchase an Airbnb booking for their dad.
Pay special attention to:
- Father’s Day email subject line
- Product placement
- The use of colors
The layout of the graphic uses bright colors to attach travel with a fun experience. One look at this campaign and you will immediately want to book your dad a ticket.
You can also add a touch of uniqueness/personalization in this email by hinting at places that your dad might like to revisit.
For example: Take your Dad back to his Honeymooning Days, Visit Paris.
Product placement: in the graphic, the different Gift cards (worth $25, $100, and $500) are displayed front and center. This informs the consumer about the variety of gift cards you have available, so they can make their choice.
Email Marketing Campaign Example: A Simple Wish Goes a Long Way
You may stand out from your brand by simply wishing your customers a Happy Father’s Day. A heartfelt note from you can put you in your customer’s good books, and they may be inclined to buy more.
Add a link to your products, brand page, and other social media links to increase the chance of a conversion.
Companies can also use this Father’s Day email design to wish their employees. Whether you are a software development company or a clothing retailer, wishing your employees a Happy Father’s Day email is the right thing to do.
Email Marketing Campaign Example for Clothing: Emotional + Cost-effective
In this excellent email campaign example, the seller hooked the consumer with an emotional subject line: Support for the man who supported you and follows it up with a discount code, especially for Father’s Day.
Father’s Day is an emotional holiday; for many, it is a time to say thank you to their dad’s for their unconditional love and support. For others, Father’s Day is a chance to show their appreciation for men who influenced their lives and taught them valuable lessons. It is a way to encourage young fathers and show your support.
Brands can include themselves by capitalizing on the pathos of the event, attract people with uniqueness and sentimentality and convert them with the promise of cost-effectiveness and convenience.
Remember to be tactful throughout!
Did this guide to Father’s Day Email Campaign help? Let us know your thoughts.