According to an analysis by Finder, Father’s Day is observed in 111 countries globally. Like Mother’s Day and Valentine’s Day, Father’s Day is a major occasion for driving sales and ranks among the busiest shopping events of the year in both the US and Europe.
Father’s Day offers a prime opportunity for brands to connect with customers and increase sales, particularly within the Consumer Electronics sector, which is one of the most popular gifting categories for the special day. In this blog, we will explore Father’s Day shopping trends across the US, UK, and France, as all three countries celebrate Father’s Day on the same date: June 16th this year. We will focus on Consumer Electronics eCommerce insights to help you prepare for this year’s Father’s Day shopping, including best practices to enhance your marketing strategies.
There is a rise in online shopping for Father's Day across the US, UK, and France
Father's Day spending in the US increased by 14.5 percent in 2023, reaching a total of $22.9 billion. The average amount spent per person went up from $171.79 in 2022 to $196.23 in 2023. Most people (43 percent) shopped online for Father’s Day, while department stores (38 percent) and discount stores (24 percent) were also popular shopping choices. Consumer Electronics is in the 4th position for Father’s Day gifting in the US, with $2.6 billion spent last year.
In the UK, total retail sales increased by 4.9 percent in June 2023, supported by purchases related to Father’s Day celebration. The top retailers for gift purchases were Tesco, Amazon, and ASDA, and most people shopped online using their phones.
According to a Product of the Year poll in 2023 gadgets and tech (35 percent) are UK consumers' favorite Father’s Day gifts, followed by razors and grooming products (31 percent), chocolates and treats (29 percent), and other items such as wine. Most UK shoppers (68.23 percent) sought inspiration on Google, while 53.85 percent purchased in the week leading up to Father's Day.
In France, according to a study by Kantar Media, 39 percent of people buy gifts for Father's Day, with 40 percent making last-minute purchases. Last year, the average amount spent on gifts for Father's Day was 77 euros. Popular gift categories included high-tech products, alcohol, and personal care. Besides department stores, online shopping was the second most common way to buy gifts.
eCommerce traffic spikes for Consumer Electronics two weeks before Father’s Day
According to the MikMak Shopping Index, the US eCommerce traffic, measured by Purchase Intent Clicks, stayed rather stable for Consumer Electronics brands during the weeks preceding Father’s Day last year. However, we observed an increased activity from two weeks preceding Father’s Day up to two days before the special event (which took place June 18th last year), with peaks notably on June 1st, 6th, 8th, 14th, and 16th.
The top three retailers during this time for Consumer Electronics in the US were Amazon and Best Buy, both at a 15 percent share of Purchase Intent Clicks, and Provantage with a 5 percent share. Friday was the best day of the week in terms of shopper traffic in June.
In the UK, Purchase Intent Clicks peaked high in the days leading up to Father's Day, especially on June 6th, 7th, 13th, 17th, and 18th. The top three retailers in the UK during this period were Currys, with a 13 percent share of clicks, and John Lewis and Amazon, both at a 9 percent share. Tuesdays had the highest shopper traffic.
In France, Purchase Intent Clicks peaked on the weekend of Father’s Day, particularly on June 17th and 18th. The top three retailers during this period were Sonovente (14 percent), Woodbrass (13 percent), and Miss Numérique (10 percent). Shopper traffic was highest on Thursdays.
Checklist for driving Father’s Day marketing success
What do we learn from Father’s Day shopping trends to prepare successful marketing campaigns for this year’s special occasion?
Shopper preferences vary, but online product discovery and the use of mobile phones for online purchases are increasing. Shopping for Father’s Day peaks about two weeks before the celebration, but many people leave Father’s Day purchases to the last minute.
It is crucial to understand that consumers are key when it comes to marketing. Taking a look at the first-party data is the first step when it comes to developing your campaigns. Here are a few best practices to follow if you want to increase your brand’s marketing effectiveness:
- Increase convenience: Are your Consumer Electronics shoppers in the majority checking out on Amazon, or other specialized retailers? Don't forget to suggest options based on their preferences. Ensure you’re in stock and enable last-mile delivery options so they can get your products when needed.
- Accelerate sales on your brand website: Is your website optimized for shopping? By adding a Where-to-Buy Solution, your brand can give consumers a more pleasant experience, provide shoppers with more options, and bring in more loyal consumers.
- Create seamless social commerce experiences: Where is your audience discovering your products on social media? Be sure to tailor your advertising spend to reflect that and reach them when they’re ready to buy.
Above all, make sure shoppers can find and buy your products faster, online and in-store.
How to increase media effectiveness to boost Father’s Day shopping
To maximize the impact of your Father’s Day marketing, here are some creative best practices for effective media campaigns, based on MikMak’s experience with leading Consumer Electronics brands:
- Display the product within 3 seconds of the ad, as sooner exposure drives engagement.
- Align content with your Father’s Day campaign theme to create a cohesive and impactful message.
- Highlight products that stand out and appeal to your target audience.
- Encourage customers to shop with a clear CTA, such as "Click through" or "Swipe up to shop."
- Continuously measure the performance of your campaigns and optimize them based on data and insights.
- Experiment with different content formats such as lifestyle, carousel, GIFs, and videos to see which drives the most engagement.
- Utilize MikMak data signals on shopper engagement for real-time campaign optimization and future campaign planning.
Father’s Day is an opportunity for your brand to engage with customers and drive sales in the Consumer Electronics sector. If you want to improve your marketing effectiveness and make all your seasonal and occasion-marketing products shoppable at retailers, schedule a demo with MikMak today to learn more about our services and how we can help you succeed.
