Father's Day spending is a $12 billion business with the average shopper spending around $117 according to the National Retail Federation. Here's how your business can get a bigger share of those dollars this year.
1. Go Patriotic
With Father's Day sandwiched by Flag Day on June 14 and the Fourth of July, take a patriotic approach to your marketing and your displays so you can extend your campaign across all three holidays. Think red, white and blue merchandise.
2. Include Scads of Dads
Remember that there are grandfathers, stepfathers, first-time dads, households with two dads, godfathers and father figures. Some consider themselves as parents to their pets, too. Don't limit your marketing – and your corresponding sales – to just one type of relationship.
3. Use Google to See What Consumers Are Shopping For
Google's suggestion feature, shown to the right, will give you a good idea of who and what the rest of world is shopping for on Father's Day. Dig through some of Google's auto-complete recommendations for more market intelligence, such as exploring the results from "father's day gift guide" to see what others are doing in your niche. And look for unique audiences listed there--"new dad," for instance.
If you're looking for an easier way to see Google's picks, MangoCo, a web-design and SEO company, offers a Google autocomplete tool that can help. UberSuggest.org also shows variations on Google's suggestions.
Other Google sites for looking up Father's Day keywords include Google's AdWords Keyword Tool for paid search terms, Google Insights for Search to break out results by geography, and Google Trends to compare phrases over time.
4. Window Displays and Walk-in Traffic
Take advantage of nicer weather that can bring in more foot traffic to your store. Independent Retailer magazine recommends an updated window display. Other ways to boost walk-in traffic include adjusting your hours, offering classes and leveraging location-based apps.
5. Lists and Top Selling Ideas
Shoppers are looking for the best ideas. Why not make a list of your own most popular or best selling gifts for dad? A top 10 list makes great content whether you're trying to get attention online or guide shoppers as they enter your store.
6. Baskets and Bundles
Group related items into one larger package to increase sales. We've seen above that searches for father's day baskets are hot in search. You don't have to put your goods into a formal basket, but grouping complementary items into a packaged set can help. You're giving shoppers the opportunity to save some time with a more impressive looking gift and you can boost your sales in the process.
7. Email Your Customers
Informing current customers that you are in the "Father's Day spirit" can drive excitement and fresh traffic to your shop. Let them know about some of the other promotions you are running from this list. Here are some more email tips to get you started.
8. Run a Father's Day Contest
Whether you ask your customers to share why their dad is the best or give away something manly on Facebook, a Father's Day contest can get prospective buyers thinking about your business. Here are some more tips about running a successful contest.
9. Get Mobile Friendly
More consumers than ever are searching for deals on their smartphones. If you aren't showing up there, your wonderful Father's Day promotion might as well not exist. Pick at least one mobile channel where you can appear before Father's Day, starting with claiming your business on Google Maps. Already there? Move onto using Facebook Places, try working with Foursquare, or getting local reviews. And don't forget mobile phone picture marketing with Instagram.
Whatever you decide to do, act now. You want to give shoppers and the search engines time to find you on Father's Day. How are you getting ready? Share your best tip below..