According to the National Retail Federation’s 2013 Shop.org Planning Guide: Spring and Summer, almost one-third of consumers shopping for Father’s Day in 2013 made at least some of their purchases online. Online shoppers expected to spend a combined average of $173 (44 percent more than all Father’s Day shoppers) on books, media, clothing, consumer electronics, gift cards and more for dad.
Here are some ways that you can get a bigger slice of the Father’s Day spending pie:
- Offer easy ways to find and buy gift cards. As half of online Father’s Day shoppers planned to buy gift cards, make sure to make the buying process as easy as possible. Promote gift cards on your home page, as well as through social media, e-mails and blogs. For last minute shoppers, offer print-at-home gift cards. Make sure it’s easy to find and purchase them through mobile devices as well.
- Take advantage of the Monday prior to the holiday. Mondays before a holiday tend to be the peak shopping day. Set aside this day to do e-mail blasts, social media and web site promotions, and be available for questions.
- Offer discounts to current customers. ShipStation customer Tom Dinh, President of Philadelphia, PA-based HDEtron, an electronics company, sends out an email in late May offering discounts to current customers. “Discounts get shoppers in the buying mind-set,” he says. Providing free shipping, of course, is always a motivator.
- Highlight Gift Items. Buying gifts for Dads is not always easy (case in point: the large number of gift cards bought for Father’s Day). Gift guides are a great way to help your customers pick out the right present. Consider creating Gift Guides for different interests, such as “Gifts for Dads That Love to Cook” or “Gifts for Sporty Dads,” as well as Gift Guides by price, such as “Top 10 Father’s Day Gifts Under $50.” This content is perfect for social media posts and also helps with SEO.
- Cater to last-minute shoppers. Procrastinators are less price-sensitive, don’t expect free shipping, and love to shop online. Send promotional emails, social media blasts and posts on your website that you offer express shipping for last-minute shoppers. If you offer print-at-home gift cards, remind shoppers of that.
These tips should make your slice of the Father’s Day spending pie large and sweet!
Onward and Upwards.