E-Commerce Tips to Boost Father's Day Sales
Even though moms will be celebrated in a few weeks, the time is right for e-commerce businesses to start planning for a successful Father’s Day selling experience. The holiday presents a prime opportunity for online businesses to produce new sales and increase customer retention.
According to the National Retail Federation (NRF), three-quarters of consumers celebrated Father’s Day last year, spending a record $196.23 on average. Half of those celebrating the holiday bought for a father or stepfather, followed by a husband (27 percent), son (11 percent), brother (9 percent), friend (8 percent) or grandfather (7 percent). Forty-three percent of consumers shopped online with the most popular gifts being greeting cards, purchased by 61percent, clothing (55 percent), a special outing such as dinner (52 percent), gift cards (48 percent) and personal care items (32 percent).
Whether your e-commerce business already has a solid infrastructure and a marketing machine ready or you’re relatively new in trying to tap into a chunk of the Father’s Day spend, there are some key strategies to implement to ensure a successful online retail experience.
Start Now
Begin planning and promoting your Father’s Day specials today. Consumers typically begin searching for Father’s Day gifts around three weeks to four weeks before the actual day.
Gift Guides and Bundles
Create curated gift guides and bundles tailored specifically for fathers. This can simplify the shopping process for customers and increase average order value.
Personalization
Incorporate personalization options into your product offerings. Personalized gifts tend to resonate more with recipients and are perceived as more thoughtful.
Mobile Optimization
Ensure that your e-commerce platform is optimized for mobile devices. A significant portion of online shopping for Father’s Day occurs via smartphones and tablets.
Social Media Promotion
Leverage social media platforms to promote your Father’s Day specials. Visual platforms like TikTok, Instagram, and Pinterest are particularly effective for showcasing gift ideas.
Email Marketing
Send out targeted email campaigns to your subscriber list highlighting your Father’s Day offerings. Include compelling visuals and persuasive copy to entice recipients to make a purchase.
Offer Gift Cards
Provide the option for consumers to purchase gift cards if they're unsure about specific gifts. This can appeal to last-minute shoppers and those who prefer to let the recipient choose their own gift.
Free Shipping and Discounts
Consider offering free shipping or discounts on Father’s Day purchases to incentivize consumers to buy from your e-commerce store. Put an eligibility deadline on placing orders for free shipping. Doing so incentivizes earlier purchases and alerts customers that they’ll need to pay for shipping for purchases completed after the free shipping deadline.
Post-Purchase Follow-Up
After the sale, follow up with customers to gather feedback and encourage them to share their experience on social media or review platforms. Positive reviews and testimonials boost future sales.
Inventory Management
Make sure to manage your inventory effectively to avoid stock-outs of popular Father’s Day items. Monitor sales trends and adjust your inventory levels accordingly. Review last year’s Father’s Day sales to learn the impacts of this seasonal holiday on your inventory levels and sales velocity. Then, plan accordingly for this year.
Budget for Father’s Day 2025
If you set aside a budget for this year’s Father’s Day, once the holiday is over, review if funds were allocated appropriately and make any necessary adjustments for next year. If you didn’t have a budget, imagine how much more successful you’d be if you didn’t “wing it.” Adding Father’s Day line items to a budget or seeking a loan for a holiday marketing strategy will help ensure you're set up for retail success. Upon completing your review, save those notes to streamline next year’s Father’s Day go-to-market efforts.
No matter what you sell — greeting cards, jewelry, vitamins/supplements, clothing, food, personalized items, candy, WHATEVER — Father’s Day, like Christmas, Valentine’s Day, Black Friday, Back-to-School, Mother’s Day, and other holidays present business-building opportunities you must take advantage of.
Eric S. Youngstrom is founder and CEO of Austin-based Onramp Funds, an innovative funding provider that supports the growth of e-commerce businesses.
Eric S. Youngstrom is founder and CEO of Austin-based Onramp Funds, an innovative funding provider that supports the growth of eCommerce businesses. Eric leads a team steeped in eCommerce, providing financing and other resources to empower online merchants to scale their businesses and achieve their dreams.
