Lower Spending Does Not Stop Brands From Highlighting Father’s Day

Media Source: Luxury Daily

With Father’s Day around the corner, brands are taking steps to encourage consumers to show their appreciation with a finely crafted gift.

With Sunday, June 19 being Father’s Day for a majority of countries with high luxury spend, brands are reaching out to consumers via email and more creative means to forge a connection. While Father’s Day is a gift-giving occasion, the luxury industry’s slant toward women and the sentiments of consumers moderate its significance compared to Mother’s Day.

“According to the National Retail Federation (NRF), US consumers spend more than $21 billion for Mother’s Day and nearly $13 billion for Father’s Day each year,” said Ivy Shtereva, director of marketing at Yes Lifecycle Marketing. “Although these numbers pale in comparison to the more than $626 billion consumers spend during the holiday season, for many brands the ‘parental holidays’ represent a significant source of revenue during an otherwise uneventful time of year.

“Our own data and analysis suggest that, while Father’s Day still brings in less revenue than Mother’s Day, it’s gaining traction with consumers; email-driven revenue from Father’s Day-themed campaigns increased by nearly a third from 2014 to 2015.”

Like Father, Like Son
Department store chain Saks Fifth Avenue is making the biggest splash, announcing on June 6 that it has partnered with the Italian Trade Commission to highlight Italian craftsmanship in an effort that will kick off this coming Father’s Day.