Last month we shared tips and stats to help plan your Mother’s Day PPC campaigns; with Father’s Day fast approaching, it’s time to do the same for the men in your and your customers’ lives.
If you haven’t updated your ad copy or landing page yet, it’s not too late. A whopping 79% of shoppers won’t purchase gifts until a week before June 17th (18% even wait until the day itself). Compare that to Mother’s Day, where over half of shoppers purchased gifts more than two weeks prior.
And while customers won’t open their wallets quite as wide on Father’s Day as on Mother’s Day (when they spent an average of $152), the average person will still spend $117, 8.5% more than last year, according to a National Research Federation (NRF) survey.
The NRF also found that “online retailers will see their fair share of ‘traffic’ this year as well – nearly three in 10 (28.4%) will shop online, up from 22.1 percent who said so last year.” More money spent online creates greater opportunities to reach new customers. But how will you find them? And how will they find you?
1. Know what customers are buying.
Here’s the lowdown as provided by the NRF:
- Special outing, such as golfing, eating out or heading to a sporting event: $2.3 billion (vs. $2.0 billion last year)
- Electronic gift items: $1.7 billion (vs. $1.3 billion last year)
- Apparel: $1.7 billion (vs. $1.4 billion last year)
- Gift cards: $1.7 billion
- Sporting goods: $641 million
- Books or music: $645 million
2. Update ad creative.
Have any Father’s Day deals or discounts? Highlight them. Offer overnight shipping? Let customers know. As comScore reports, 30% of online shoppers expect overnight shipping options, and 42% abandon shopping carts because of too long delivery timing estimates.
3. Create a Father’s Day-centric landing page.
Centralizing specials and offers right on one page makes for a quicker and easieping experience.
Are fathers getting what they want? Despite increased spending on electronic gifts, one TechBargains.com survey, though perhaps a trifle biased, states that while almost half of dads want a tech gift, less than a quarter will get one. More helpful stats in this infographic: