Father’s Day is just around the corner and shoppers should know that it’s not just BBQ tools and golf clubs that Dad has his eye on.
As it turns out, millennials aren’t the only shopper segment prioritizing experiences over goods: according to eMarketer, Dad wants experiences, too. Travel and event tickets are the categories fathers cited as their top choices for Father’s Day gifts.
The NRF projected record spending last year, which continued a 10-year upward trend toward $14B. That’s a lot of family members wanting to show their appreciation. We’ve curated a list of seven segments to help you connect with these audiences.
AddThis Seasonals – Father’s Day
DLX Seasonals – Father’s Day Shoppers
DLX Demo – Presence of Children
DLX Demo – Family Status – Female HOH
DLX Lifestyles – Moms
Oracle Technology Audiences – Validated Demos – Children in Household
In addition to trending revenue growth in 2016, brands leveraged social campaigns around Father’s Day delivering emotional content to drive engagement. Kleenex saw success with a 65-second video designed for Facebook called “My Dad My Hero.” The video garnered more than 2MM views.
General Mills capitalized on the “Cheerios Challenge,” which featured social content actually created by a customer. It went viral. Anne Simonds, General Mills CEO, revealed at Cannes Lions 2016 how brands benefit when they create deeper lasting connections with customers. “When you build a relationship that goes beyond the transactional, your community will begin to build experiences for you,” she explained.
Image: Tom Wang/Shutterstock