Getting Ready for Father’s Day 2010

Photo courtesy of PhotoXpress.com

As Father's Day approaches on June 20th, you might have already thought about buying the card, purchasing the new golf clubs and maybe even some of his favourite chocolates. All for your special Dad. Your unique one-of-a-kind Dad. That’s right, just like your Dad is so unique, like all of the hundreds and thousands of fathers out there who people are trying to find special gifts for.

Looking back, consumers have historically spent around ₤63.67[1] on Father’s Day. Father’s day isn’t just for Dads however. Many gifts each year are given to husbands, sons and grandfathers on the day. For this reason it is important to segment and target each specific audience. Up to 20% of consumers are purchasing online for Father’s Day[1] so it is important to segment each category the consumer might be making their purchase for.

Try segmenting each category by ad group, ensuring the keywords and ad text are specific to Grandads, Dads, Sons and Husbands. Keep in mind gifts for the whole Father’s Day range from cards, music, chocolate and televisions to holidays.

According to an NRF report 2009 [1], Father’s day saw an increase in sales on greetings cards, clothing, book and cds, electronics, personal care, sporting goods and home improvement products. From looking at those search terms in Insights for Search, there have been rising searches over the last 30 days, in particular within electronics.

Other popular terms according to Insights for Search are "fathers day gifts", "fathers day cards", "fathers day presents" and "fathers day ideas".

Quick Tip: Graduations happen all year round from Universities all over the country. This time of year, many medical grads are graduating and what a perfect time for a special gift. So why not incorporate your display image ads with both ‘Dads & Grads’ referencing.

[1]Statistics and Figures from Emarketer

Posted by Trish McGinty, Dublin Retail Team