9 Timely Tips for Father's Day Marketing

by Sorilbran Stone, head of content marketing at The Shelf

Father's Day is approaching, and it's time to rev up those marketing engines to celebrate the awesome dads in our lives! 🎩

Last year, Father’s Day spending hit nearly $23 billion, and with 7 in 10 Americans planning to celebrate, it's a marketing opportunity you don't want to miss. But hey, let's steer clear of the typical "World's Best Dad" clichés and e-cards, shall we? Dads are looking for experiences and quality time over material goods. 

🎁 Shop Beyond Boundaries. First thing you need to know is that regardless of the relationship, men are more likely than women to shop for Father's Day gifts. It's true! 54% of men shop for their father/stepfather compared to 45% of women. And it doesn't stop there - 9% of men shop for their brothers versus 5% of women, while 12% of men shop for their sons compared to 10% of women. So, when planning your Father's Day campaigns, consider targeting both men and women as potential gift-givers for the special dads in their lives.

🎣 Reel In Father’s Day Shoppers With Experiences. Okay, we already talked about how another tie isn’t the answer. So, consider crafting experiences for dads. Whether it's a fishing trip, tickets to a sporting event, or concert tickets (Chris Stapleton’s touring everywhere and with everybody this year, so…).  Experiences make memories. And that’s how winning is done.

🛠️ Emphasize Quality over Quantity.  Did you know more dads research products than moms? Yup, dads tend to be discerning shoppers who value quality. Dads are also loyal to the brands they know and trust, according to Adweek. Nearly half (48 percent) of dads say they are loyal to brands compared with just 39 percent of moms. So, if you're marketing a product, focus on its quality and value prop to grab that trust. 

📲 Harness the Power of Social Media. With 43% of Americans shopping online for Father's Day gifts, social media is your playground. Worth noting that while big names get lots of eyes, you may want to consider leveraging the growing army of dad influencers who will likely resonate a bit more with your target audience.

🤝 Partner with Influencers. This is the perfect time to seek out creators who are a great fit for your brand. And doing this ahead of the big year-end, holiday rush is going to pay off in a big way very soon. When it comes to partnering with influencers, it's not just about follower count. Look for engagement rates, authenticity, and relevance to your brand. And a great way to do that is to work with influencers who are masters at creating interest graph content. From daddy bloggers to YouTube creators like Dude Dad, there's a myriad of influencers waiting to tell your brand's story.

📌 Identify the Right Audience. Isn’t this the one tip that shows up in every single “how-to-influencer-market list? The basics you probably know - make sure your values are aligned, check for weird activity that may signal influencer fraud, find an influencer whose previous content is in line with the concept of the current campaign so that your product can be embedded contextually and the content doesn’t feel sponsored.  BUT here’s the thing you need to know about finding the right audience: your influencer partner doesn’t need to be a member of your target audience. Your influencer partner just needs to have the attention of your audience. Father's Day isn't one-size-fits-all. No marketing campaign is. Know your audience demographics, spending habits, and preferences so that you can partner with a creator whose audience includes your target audience, then tailor your campaigns to grab pockets of your target audience by addressing very specific concerns.

🌟 Creativity is Key.  Stand out from the crowd with creative storytelling. It’s the only way to keep attention and boost that all-important watch time on your sponsored content. Focus on crafting campaigns that are highly entertaining, quirky, offbeat, or content that tugs at the heartstrings or spark laughter. Remember, personalization wins every time.

📆 Timing is Everything. Whether you're targeting gift-givers or dads themselves, timing is crucial. Start your campaign early to capture those pre-Father's Day shoppers, or go live Father’s Day weekend for last-minute gift ideas.

👨👧👦 Celebrating Manhood. Father's Day isn't just about dads; it's about celebrating all facets of manhood. Think beyond traditional gifts and tap into hobbies, interests, and experiences.

So, as you gear up for Father's Day, remember to keep it personal, creative, and authentic. Let's make this Father's Day one to remember for dads everywhere!

Need a little help planning your Father’s Day campaign? We can help with that.