Father’s Day is a special occasion to honor and celebrate fathers for their love, support, and guidance. In France, it is celebrated on the third Sunday of June. According to a survey by YouGov, about 55% of French people celebrate Father’s Day by giving gifts to their fathers. (La fête des pères est-elle importante en France ? – YouGov, 2020).
It’s a great opportunity for businesses to promote their products and services to potential customers.
According to a YouGov study, men and people under 35 are more likely to celebrate Father’s Day than others. Additionally, about 25% of men buy Father’s Day gifts on impulse and at the last minute, while the figure is about 18% for women.
The survey also revealed that about 39% of those surveyed planned to spend between 30 and 60 euros on a gift, while 26% planned to spend less than 30 euros, and 18% were willing to spend more than 60 euros. (La fête des pères est-elle importante en France ? – YouGov, 2020)
Father’s Day presents can range from traditional gifts such as ties, watches, and gadgets to personalized gifts such as photo albums and experiences such as wine tasting or adventure sports. The top 4 gifts for fathers are a bottle of alcohol (especially wine), perfume, a family restaurant and clothes. (Fête des mères, fête des pères : une opportunité business à saisir (solocal.com)). The French would spend around 50 euros on this occasion, which is a relatively significant average basket. 6 conseils marketing pour une Fête des Pères réussie (trustedshops.fr)
So, how can businesses take advantage of this opportunity to drive sales? Here are some ideas:
Retail: Retailers can create Father’s Day gift guides and offer discounts on gifts such as clothing, accessories, and electronics. According to an email benchmark report by Mailchimp, Father’s Day campaigns in retail industry had an average open rate of 15.8% and a click-through rate of 2.2% in 2020. (Email Marketing Benchmarks, Mailchimp)
Food and Beverage: Restaurants and bars can create Father’s Day menus and offer discounts on drinks and meals for the occasion. Breweries and wineries can offer gift packs and tasting experiences. According to a survey by OpenTable, 25% of Americans planned to dine out on Father’s Day in 2021, making it the third most popular dining occasion after Valentine’s Day and Mother’s Day. (OpenTable)
Health and Fitness: Fitness clubs and gyms can offer discounts on memberships and personal training sessions. Health and wellness companies can promote gift packs and products such as grooming kits and fitness equipment. According to a report by Klaviyo, email campaigns in the health and fitness industry had an average open rate of 28.8% and a click-through rate of 4.4% in 2020. (Email Marketing Benchmarks, Klaviyo)
Personal Care: Personal care brands can promote grooming kits and men’s skincare products. According to a report by Omnisend, subject lines that included the word “dad” had a 7% higher open rate than those that didn’t, and emails that included product recommendations had a 29% higher click-through rate than those that didn’t. (Omnisend)
Entertainment: Movie theaters, streaming services, and game developers can offer Father’s Day specials and promotions. According to an email benchmark report by Campaign Monitor, entertainment email campaigns had an average open rate of 22.3% and a click-through rate of 3.0% in 2020. (Email Marketing Benchmarks, Campaign Monitor)
Gifts: Retailers can promote gift ideas for Father’s Day, such as gadgets, books, or sports equipment. Email campaigns in the gifts industry had an average open rate of 18.7% and a click-through rate of 2.6% in 2020, according to Mailchimp.
Automotive: Car dealerships and auto parts retailers can offer special deals on cars or car accessories for Father’s Day. Email campaigns in the automotive industry had an average open rate of 16.8% and a click-through rate of 1.8% in 2020, according to Mailchimp.
Remember, subject lines and email content 📧 play a crucial role in the success of email campaigns. According to Omnisend, subject lines that included the words “Father’s Day” had a 5.9% higher open rate than those that didn’t. Personalization and segmentation can also improve email performance. (Omnisend)
At Adkomo Convert, we can help businesses create effective Father’s Day email campaigns that drive engagement and increase conversions. Our customized solutions, which include Emailing & SMS Marketing, Search & Social Media, Display, or Affiliate Marketing, can help businesses create compelling Father’s Day campaigns that resonate with their target audience.
Our performance-based approach ensures optimal outcomes that align with our clients’ unique needs and objectives. We can leverage our high-quality internal data, extensive network of direct publishers, fraud prevention measures, and in-house design team to create effective Father’s Day email campaigns that drive engagement and increase conversions.
In conclusion, email marketing can be an effective way to reach potential customers during Father’s Day. Retail, food and beverage, health and fitness, personal cares, entertainment or automotive industries can benefit from Father’s Day email campaigns by offering discounts, special deals, or gift ideas for the occasion. But, It is a fact: Father’s Day is far less successful than Mother’s Day. The conversion rate for Father’s Day campaigns is 68% lower than that recorded for equivalent campaigns on Mother’s Day ([Analyse] Campagnes de Fête des pères : ce que disent 100 millions de sessions sur les comportements utilisateurs | Contentsquare)
