While Father’s Day sales numbers might not beat Mother’s Day, Easter or Valentine’s Day sales numbers, it’s still a major shopping holiday you can capitalize on.
Father’s day 2022 falls on June 19th, Sunday, so the time to prep your Amazon store is now or never. We’ve listed a few last-minute tweaks brands can make to their Amazon strategy to gear up for a successful Father’s Day.
#1: Stop taking Father’s Day for granted
We don’t see a lot of guides helping Amazon sellers prep their products and their store for Father’s Day sales. While not as big as Prime Day, Black Friday, or Easter, Father’s Day is yet another opportunity to move more products off the digital shelves.
Here are some of the stats that prove why Amazon sellers should start taking Father’s Day seriously:
- In 2020, shoppers spent about $17 billion on Father’s Day
- 40% of Americans are shopping online for father’s day gifts
- 36% of adults between the ages of 18 and 44 are planning to gift Dad experiences this year
#2: Market the right products
If you are selling knitting supplies or spa gift kits, you might wanna skip prepping your store for Father’s Day. The most popular categories for Father’s Day include:
- Home and gardening
- Tools and appliances
- Electronic gadgets
- Sporting goods
- Personal care items
- Automotive accessories
- Grill and grilling accessories
Don’t have a lot of merchandise for men? Consider selling greeting cards shoppers can give to their dads.
#3: Your detail page should scream Father’s Day!
One of the most effective ways to position your products as an ideal dad’s gift is by dressing your copy, images, A+ Content and Storefront for the occasion.
- Create an additional banner in your Amazon A Plus Content highlighting how your product can be the perfect Father’s Day gift.
- Create an Amazon infographic image highlighting the discount running on the product.
- Edit your copy and add catchy phrases like “Perfect gift for the grill master” or “A high-tech present for your high-tech dad.”
- Using the Store Versions feature, highlight the products from your brand that are on sale.
#4: Understand that your target customers aren’t dads
Examine your copy and creatives to determine if they would resonate with your target audience. Your ultimate target audience is dads, but mothers and children would be your primary customer for this holiday.
Figure out their perception about their dads and be mindful of the dad images you are portraying on your detail page.
#5: Promote off-Amazon
Off Amazon traffic lets you make sales before any extra noise comes in. Here are some of the ways you can bring external traffic to your listing:
- Create a Father’s Day gift guide on your website. Dads are notoriously difficult to shop for. That’s why people are usually looking for inspiration when picking the perfect Father’s Day present. Providing shoppers with a gift guide that promotes products from your Amazon store is a win-win situation for both. Leverage social media and email marketing to promote the guide.
- Run a Father’s Day centric contest on social media. You can ask your followers to share a funny story about their dads, an emotional moment, quirky habits their dads have, or the best thing they love about their dads. Prizes for participating or winning can include an Amazon coupon or promotion code.
- Unlike Valentine’s Day and Mother’s Day, Father’s Day is easily forgotten. Your customers may need a gentle reminder to purchase gifts for their dads and grandads. Leverage your email list to let them know that Father’s Day is getting closer and show how few units are left to create urgency and encourage shoppers to make a purchase.
#6: Bundle your dad-products
Products like beer glass sets, wallets, grill and grilling accessories sell like hot cakes on Father’s Day.
If you happen to sell in any of these categories, bundle the complimentary products to increase the total order value. For example, if you are selling grills, bundle your grilling accessories along with your bestselling grill to promote your products while also getting rid of slow-moving inventory.
#7: Make sure your dad-centric products are Prime eligible
“Oh shoot! I forgot to buy a gift for dad!” This happens a lot on Father’s Day. You want to ensure that your products are eligible for Prime to target the last-minute shoppers. Additionally, gift-wrapping services can be offered to reduce the number of things on a last-minute shopper’s to-do list.
If you are able to provide these customers the ease and convenience and ease they are looking for, you’re more likely to win their sales.
#8: Market Father’s Day eligible products using PPC
While you should start Father’s Day promotion four weeks prior to the holiday, you can still make your presence felt by aggressively marketing your products.
- Look at the Father’s Day 2021 data and identify which eligible products performed well around the holiday.
- Launch individual campaigns utilizing high-performance Father’s Day related keywords.
- Promote 3-4 products together using Sponsored Brand campaign. You can make the campaign more appealing by adding an appropriate headline and a custom image.
- Boost the budget of Father’s Day PPC campaigns to let them perform at their full potential.
- Ensure your campaigns do not go out of budget on Father’s Day week.
Schedule a meeting with one of our Amazon PPC optimization experts to prepare a paid advertising action plan focused towards increasing your Father’s Day sales.
#9: The usuals
- Review your product detail pages for low-quality images, clunky descriptions, or missing information. To reduce the number of returns and refunds, you want to succinctly communicate as much information as possible.
- Check the traffic and conversion rates on dad-centric SKUs. If they are dropping, troubleshoot the issue as soon as possible. One of the best ways to find improvements in your products is to look at the most recent customer reviews. Shoppers are quick to share the inconvenience caused to them because of your product in the customer review section.
- Add Father’s Day focused keywords in the backend and the copy to rank higher for terms like Father’s day gift, gift for dad, etc.
#10: Don’t stop even if the holiday’s over
Father’s Day shopping sales hardly ever end on Father’s Day. Just like the last-minute shoppers, you might want to keep the discounts running for the late shoppers, who completely forgot Father’s Day and are buying gifts a few days after the holiday.
Ideally, you should keep the discounts and promotions running on your store about a week after Father’s Day ends.
#11: Be mentally prepared for an increase in returns
Keep in mind that quite a few Father’s Day gifts will be returned because the hard-to-please dads, instead of saying “Thanks kid, what a lovely gift!”, said, “What is this?” and “Why would I need this?”.
While you cannot do anything to prevent the returns altogether, you can at least ensure that your shoppers have a seamless return experience so they won’t mind buying from your brand again.
Gear up for a successful dad’s day
Most sellers face a summer sales slump this time of the year. But that doesn’t mean you should give up. Prepping your store for Father’s Day and effectively marketing your products is the perfect way to start your summer sales with a bang.
Too busy shopping for a memorable gift for your dad? Let our best amazon consultants manage and prep your Amazon store for the holiday while you figure out how to make the day special for your dad.
Tushar Kapadia has a passion for the helping customer and thrives on seeing businesses grow through the use of online eCommerce marketplaces and platforms such as Amazon and eBay and Social Media Platforms such as Facebook and
Instagram. When you speak to him, you quickly realise you get honest advice.