Millions of consumers are about to start researching and buying gifts for the June 16 holiday. These tips will help make sure you’re prepared for them.
Mother’s Day may be right around the corner (May 12), but if you’re planning search campaigns, you need to be thinking ahead to Fathers’ Day on June 16, because millions of consumers will soon be shopping for dear ol’ Dad. Studies show that consumers will begin researching Father’s Day gifts a month before Father’s Day and that purchase activity will pick up on the third and second weeks before the event, so savvy marketers will be optimizing their plans now.
There’s a lot of retail revenue at stake. Last year, consumers spent a record $12.7 billion for Father’s Day, according to the National Retail Federation. The average consumer spent $117.14 on Father’s Day in 2012, a 10% increase from 2011. It’s important for retailers to understand the audience, timing, and trends around Father’s Day shopping to maximize search campaign ROI on the Yahoo! Bing Network. Here are some tips and best practices to help.
Demographics of Father’s Day shoppers
Here are some insights into who’s doing the shopping for Father’s Day, based on research by BIGinsight. Consider using demographic targeting and bid boosting to ensure your search ads are well positioned with these target consumers.
Purchase intent is highly influenced by consumers’ age:
- 90.4% of consumers ages 25-34 indicated they’d spend an average of $165.55
- 89.6% of consumers ages 18-24 indicated they’d spend an average of $157.41
Keep in mind that consumers will be shopping for a number of “types” of dads for Father’s Day:
- 53.9% will buy for their father or stepfather
- 29.2% will buy for husbands
- 9.7% will buy for sons
- 6.8% will buy for brothers
Be sure to include mobile shoppers in your Father’s Day SEM campaigns. Surveys show that tablet owners will be especially active this holiday:
- 54.6% of tablet owners will use their device to research products, compare prices, redeem coupons and look up retailers' information, such as store hours and location.
- 25% of tablet owners say they’ll use their devices to make a Father’s Day purchase
SEM best practices for Father’s Day
Here‘s a checklist of Father’s Day best practices:
- Make sure your ad copy promotes any free shipping, coupon, and discount offers
- Add the popular Father’s Day keywords like “Father’s Day Gift” to capture shoppers who are just starting their search and haven’t narrowed down their options yet (use Bing Ads Editor to suggest keywords)
- Revise your ad copy to explain why your products would make perfect Father’s Day gifts
- Consider gift card keywords to offer last-minute shoppers
- Update your Sitelink ads for your Father’s Day offers
- Review your campaign budget frequently to ensure you capture additional seasonal traffic
- Adjust bids for any Father’s Day keywords to maximize click through rates and stay competitive
Father’s Day gift trends
Here’s a look at the types of gifts consumers say they’ll buy for the Dads in their lives, based on a survey by PriceGrabber.
- 41% will purchase “practical” gifts, such as tools, auto accessories, and appliances
- 23% will choose hobby related gifts such as golf, baseball, or sporting goods equipment
- 21% said entertainment gifts such as consumer electronics, music, videos, games, or movies
- 21% will opt for clothing and accessories such as wallets, ties, shoes, or jackets
- 15% said they’ll get Dad outdoor items such as barbecue tools or patio furniture
Interestingly, only 18% said they planned to buy a tech-type gift for Father's Day, such as a computer, tablet, or smartphone. Those who did plan to give tech gifts said they’ll likely buy:
- Tablets: 48%
- Smartphones: 23%
- Computers: 20%
- Cameras: 13%
- TVs: 12%
Start using these insights and best practices now to create high-performing Father’s Day search campaigns that will make Dad proud.