Father’s Day 2024 presents a prime opportunity for brands to make their mark, tapping into the inherent sentimentality and appreciation for dads everywhere. In 2023, Father’s Day spending in the US reached $22.9 billion, setting new records for this cherished holiday. As we approach Father’s Day 2024, brands must seize this occasion to its fullest potential. If you haven’t begun planning your Father’s Day advertising campaigns, now is the time to start.
The quest for the perfect Father’s Day gifts starts early, with searches spiking as early as the first week of June. Whether you’re a seasoned marketer or a newly-fledged media buyer, there’s ample opportunity to build up your ads before the Father’s Day frenzy reaches its peak. From consumer behavior to advertising strategies, we’ll cover what you need to know to maximize this retail opportunity.
What Consumers Will Be Looking For This Father’s Day 2024
While trends may evolve, the timeless nature of our fathers’ preferences often remains constant. If you’ve ever assumed that shopping for dads is a breeze compared to shopping for moms, think again.
Take a look at the 2023 Father’s Day advertising trends and observe how consumer behavior has shaped over the years:
As you gear up for Father’s Day advertising this 2024, it’s evident that online platforms will continue to reign as the top shopping destination for consumers. Social media platforms are already buzzing with anticipation for this retail event, making it an opportune moment for advertisers to capitalize on the paid social media advertising space:
Drawing parallels to trends observed during Mother’s Day, “gifts of experience” are increasingly valued during these celebratory occasions. These experiences may include tickets to sporting events, concerts, or indulgent dinners and brunches.
However, for Father’s Day 2023, special outings took precedence, followed closely by clothing and gift cards as the top two choices. Subscription boxes have also emerged as a top pick, offering curated selections ranging from specialty cocktails and shaving sets to golf gear and apparel.
Drawing parallels to trends observed during Mother’s Day, “gifts of experience” are increasingly valued during these celebratory occasions. These experiences may include tickets to sporting events, concerts, or indulgent dinners and brunches.
However, for Father’s Day 2023, special outings took precedence, followed closely by clothing and gift cards as the top two choices. Subscription boxes have also emerged as a top pick, offering curated selections ranging from specialty cocktails and shaving sets to golf gear and apparel.
Ad Spotlight:
Catch a glimpse of The Personal Barber’s video ad promoting a shaving subscription set. The ad showcases the set’s contents and provides audiences with a vivid depiction of what they can gift their dads this Father’s Day.
Subscription boxes allow dads to explore new products and experiences tailored to their interests, making them thoughtful and convenient Father’s Day gift options that continue to delight throughout the year.
Father’s Day Advertising Ideas to Lead Your 2024 Campaigns
Now that you’ve gained insights into Father’s Day 2024 shopper preferences, it’s time to translate this knowledge into actionable strategies. Not all brands will have the same offers; thus, you can certainly use these tips to ensure your brand remains at the top of customer’s minds when they see your ads on social media.
Strategic Targeting
Specify your audience
Utilize the advanced targeting options provided by paid social media ad platforms. You can reach highly relevant audiences by leveraging user demographics, interests, purchase history, and even life events (such as getting married).
On YouTube, you can target your video ads to users experiencing specific life events, such as recently getting married or planning to get married soon. Additionally, you can target users who have identified as parents, allowing their spouses or children to see your ads as part of the Father’s Day advertising campaign. Here are the estimated weekly impressions for these audience demographics related to Father’s Day:
Line up the lookalikes
If you have a robust customer file, upload it onto your chosen ad platform to create lookalike audiences. Platforms like TikTok utilize AI to identify similar Father’s Day audiences with shared characteristics, boosting the chances of driving purchase intent.
Bonus Tip: Retargeting your website visitors
Remember to retarget website visitors who have shown interest in Father’s Day-related products or categories. Targeted ads can serve as reminders to complete their purchases.
On TikTok, you can utilize the Website Traffic type of Custom Audience to retarget individuals who have performed specific actions on your website. If you have installed the TikTok Pixel on your website, you can also enable retargeting on your specific ad group based on their previous actions.
Shifting family dynamics
Move beyond traditional dad stereotypes and tailor your Father’s Day advertising campaigns to resonate with people buying for single dads, stepdads, grandfathers, or other father figures.
According to NRF’s 2023 data, half of those celebrating Father’s Day purchased gifts for a father or stepfather, followed by a husband (27%), son (11%), brother (9%), friend (8%), or grandfather (7%).
Platform-Specific Strategies
Interactive Instagram ads
Create engaging video ads in the form of Instagram Stories. Use interactive features like polls, quizzes, and product demos to captivate your audience. Some examples of Father’s Day creative ideas include running a poll asking users to vote on their favorite Father’s Day gift or including a quiz about their dad’s preferences.
Alternatively, you can showcase your product in action on Instagram Reels ads. Include direct links to your e-commerce site, allowing users to shop instantly from your ads.
Under a Clicks objective, you can see how your ad drives traffic to your website. Here are the benchmarks for Clicks-focused campaigns on Instagram to gauge your success during the Father’s Day advertising period:
Capture attention on TikTok
60% of consumers trust brands that feature user-generated content (UGC) because it offers social proof from influencers and content creators who share genuine experiences with your product or service.
Incorporate UGC into your TikTok ads by highlighting your Father’s Day gift packages or showing how creators celebrate Father’s Day using your exclusive service. If your main objective is to boost brand awareness, here are some CPM benchmarks to guide your campaign evaluation:
Get Insider Tips on Father’s Day 2024 and More
Father’s Day 2024 is another excellent chance to boost your brand’s visibility on social media. Even though it’s only halfway through the year, you don’t want to miss out on this profitable opportunity. Onto the rest of 2024, we’ll continue to track and share insights on peak advertising trends for upcoming seasons.
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