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7 Marketing Ideas That Can Help Boost Your Profits this Father’s Day

7 Marketing Ideas That Can Help Boost Your Profits this Father’s Day

By Caron_Beesley, Contributor
Published: June 6, 2013 Updated: June 6, 2013

Father’s Day is right around the corner, providing another opportunity for small businesses to reach out to customers with an incentive to visit their stores, restaurants or websites and make a purchase.

Who’s your target market? Wives, moms, children and even grandparents are all about to start thinking about gift giving and doing something special for the fathers in their lives. And they spend big; according to a National Retail Federation survey, the average person will shell out $117 on a gift for Dad – that’s $12.7 billion in total spending.

What gifts can Dad expect? According to the survey, special outings, such as golfing, eating out or heading to a sporting event, are the most popular ways to celebrate. Electronic gift items and apparel are also big draws. Gift cards are another favorite, followed by sporting goods, books or music.

Let’s face it: choosing the right gift isn’t easy. Dads can be tricky to buy for. So what can you do to help them out and make their choices easy and the day special for fathers everywhere? Here are seven Father’s Day sales and marketing tips to help you boost your profits – regardless of your business.

Make it Easy for Buyers

Dad has it all, right? So think of ways to help make the gift-giving choice easy for your customers. If you run a store or website, a gift guide is a great way to do this. Offer suggestions by price and/or interest and use emails, social media and e-newsletters to group and highlight inventory along the same lines that appeals to Dad (and perhaps more importantly, women – who are often the buyers this holiday).

Offer complimentary gift-wrapping too (and don’t forget to promote it) – this is a big time saver for busy moms. Online stores can offer free shipping or offer free upgrades (regular to expedited shipping) as Father’s Day draws nearer.

Make Dad’s Life Easier

Could you offer a Father’s Day special that frees up Dad’s time so he can spend more of it with the family? This is an idea that works best for service businesses. Get creative. For example, a restaurant could do a promotional tie-in with a local car wash, so Dad can enjoy a Father’s Day brunch and the gift of a car wash bundled in.

Give Dad a Reason to Visit Your Business – Indulge and Pamper Him!

Think of ways to entice dads into your store or business over Father’s Day weekend. This is something that can work for all types of businesses – from health care practices to hair salons. Offer a demo or complimentary service. For example, if a chiropractor could offer a free spine or posture evaluation – we all want our dads to be healthy, after all! If you sell technology or home / DIY goods, hold an open house and give Dad a hands-on demo of popular products. Offer an incentive to make a purchase in the next seven days.

Target Kids (and Mom)!

Kids are part of the buying decision, so think of ways to entice children into your store or restaurant. Whether it’s a special offer for kids who actually make a purchase using their own pocket money, or a special event or offering that attracts kids (and their parents) to your business – such as “kids eat free on Father’s Day,” or free giveaways for kids when mom makes a purchase.

Alternatively, look for ways to help Mom make a purchase while her kids have a designated play area, or vice versa!

Offer Something That Dad Can Do With His Kids

We tend to think of Father’s Day gifts as a treat for Dad that he can enjoy away from home (golfing, fishing, etc.). Be unique – offer gifts that Dad and the kids can enjoy together. It could be a class that they could take together or a discount on a combo product that Dad can enjoy with his kid(s).

Generate Buzz

Even if you don’t have specific Father’s Day specials, don’t pass over the occasion. Recognize the day in other ways. Host a contest on Facebook – ask your fans to submit their silliest Dad pictures or host a Dad-themed contest or raffle in your store.

Honor Dads Across Demographics

No one dad is the same. Some are overseas serving their country; others may be dads for the first time. Think of ways to honor these fathers. Develop a theme and make sure it runs through all your marketing and promotions.

About the Author:

Caron Beesley


Caron Beesley is a small business owner, a writer, and marketing communications consultant. Caron works with the team to promote essential government resources that help entrepreneurs and small business owners start-up, grow and succeed. Follow Caron on Twitter: @caronbeesley