Father’s Day is Something I Know a Lot About

Peter Wright, Client Marketing Director, Valassis
Published Monday, Apr 15, 2019



Father’s Day is Something I Know a Lot About

Father’s Day, 2019 marks the 23rd year I have been part of this club. It sure feels like each year gets better and better.

As a father, so much of the year is devoted to ensuring that your kids are safe and successful.  As the day of celebration actually approaches, the discussions inevitably turn to “…what are we going to get dad for Father’s Day?” Now, I am not worried about what I get for Father’s Day, but if anyone asks (hint, hint), a Chelsea Football Club home jersey, size – large would work well! That jersey would be a small portion of the huge retail sales influx that happens for Father Day.

Retail sales for Father’s Day 2019 should exceed $15 billion. Some of the other statistics affecting the retail category are staggering:

  • A total of 77 percent of Americans were projected to celebrate Father’s Day in 2018; and
  • Average spend of each American was expected to be $133.

fathers-day-chart1

Source: NRF’s Annual Father’s Day Survey 2018, conducted by Prosper Insights & Analytics

Retailers stand to gain significant sales if they are out in the market promoting their brand to likely consumers. Those likely consumers span a wide range of ages, but a couple of key age brackets are:

  • 18 to 24 year-olds (Spending on average over $160 on Father’s Day gifts); and
  • 25 to 34 year-olds (Spending on average $188 for gifts).

And there are several key categories where these celebrants plan to make purchases:

fathers-day-chart2

Source: NRF’s Annual Father’s Day Survey 2018, conducted by Prosper Insights & Analytics

With millennials being the strongest spenders for Father’s Day, retailers must look to find the best way to communicate to this group. Prosper Insights & Analytics data for the apparel category (essential to Father’s Day sales) shows that print and digital media are key communication vehicles that influence their purchases:

FATHERS-DAY-CHART3

Source: Media Influence, Prosper Insights & Analytics

FATHERS-DAY-CHART4

Source: Media Influence, Prosper Insights & Analytics

Integrated print and digital marketing strategies make sense, given the data. And when crafting a marketing strategy, brands should utilize valuable data to hone in on potential customers. Brands using data points like in-market signals or purchase behavior insights will have an advantage in capturing Father’s Day sales.  Brands that do not have this type of data should partner with the right data and media partner to drive marketing strategies.

And remember, to the specialty retailer who wants a few Father’s Day bucks, send my millennial children a digital ad so I can get that Chelsea Jersey!