2022 Overseas Father's Day Marketing Data and Cases
According to the latest data from the National Retail Federation, the average expected spending on Father's Day in the United States in 2022 is $171.79. There are also research institutes predicting that this year's Father's Day spending will reach 20 billion US dollars.
Every festival is an excellent promotion opportunity for overseas brands aiming at sales. Especially Father's Day and Mother's Day, which are celebrated all over the world. Therefore, we have compiled the latest data related to overseas Father's Day marketing in 2022, as well as successful social media cases, and shared them with all overseas brands. In order to help everyone gain more Father's Day marketing inspiration and better participate in the tide of Father's Day marketing.
Father's Day Marketing Data
Crowd data:
There are 72 million fathers and about 152 million men in the United States. Nearly 25 million fathers are members of married families, and 2 million are single fathers. That is, about 46 percent of American men (aged 18 and older) are fathers.
46% of women and 55% of men buy gifts for their fathers. But another 45 percent of women buy gifts for both their fathers and their husbands.
25% of dads consider themselves outdoor adventurers. 21% of fathers consider themselves family organizers. 24% identified themselves as lovers of modernity, fashion or gadgets.
Consumption data:
The most important factors influencing Father's Day purchases are "looking for gifts that are unique or different" (44%) and "looking for gifts that create special memories" (37%).
25% of consumers plan to give "gifts of experience" such as tickets to concerts or sporting events. Another 37% are interested in extending Father's Day celebrations by giving away a subscription service.
40% of consumers plan to buy Father's Day gifts online, while 34% plan to shop at department stores; 22% of consumers choose to buy Father's Day gifts at specialty and discount stores.
2 Father's Day Marketing Methods and Cases on Social Media
Before you start your Father's Day marketing, it's important to be clear - while most countries around the world celebrate Father's Day on the third Sunday in June, there are still many countries that don't have the same Father's Day date. For example, Switzerland is the first Sunday in June, while Austria and Belgium are the second Sunday in June.
In order to get the precise target market holiday dates, you can view the marketing nodes in nearly 200 countries and regions around the world at any time in the "Post" → "Post Calendar" function of Marketing Cloud, the global social media data marketing management platform.
The "Publish Calendar" function also supports filtering through 17 types of marketing nodes, and can directly publish posts and timed posts on the calendar interface, helping brands to grasp the marketing rhythm in a timely manner and plan festival marketing content in advance.
Through the "cross-platform public opinion monitoring" function of Marketing Cloud, we can view the changes in public opinion related to "father's day" on Facebook, Twitter, Instagram and YouTube in the past 28 days. When we view the posts on each platform in the dimension of "hottest", we can also intuitively view the brands and posts with good data performance in the current Father's Day marketing.
From this, we can see that on social media, there are 2 methods that can be implemented and better in Father's Day marketing:
- Hisense: Select products suitable for Father's Day and carry out holiday promotions
Holiday promotions are the most direct way to help brands that sell products achieve their marketing goals, and it also fits the shopping needs of finding gifts for your father, husband or family members during the holiday season.
Using Facebook's store function, Hisense marked the products in the store in the Father's Day promotional post, allowing consumers to buy directly while seeing the discount. At the same time, the product selection and material design are positioned on the more popular TV and audio products on Father's Day, and concise and clear preferential plans are presented in the visual center of the screen, making consumers more focused on shopping goals and shorter shopping journeys .
- Google: Cooperate with non-profit organizations to reflect the humane care of the brand
How can you get involved in Father's Day marketing if your brand is not sales driven?
Google chose to cooperate with non-profit organizations to focus on the stories and demands of ordinary people's fathers, and to expand the influence of this cooperation on social media.
Deloitte's "2022 Global Marketing Trends Report" once revealed such an important trend that users will pay more and more attention to the purpose and meaning of the brand in the future. Festivals are an important moment for people to connect emotionally, and it is also an important moment for brands to care about specific groups of people (such as parents, women and children).
Therefore, if your brand does not have sales as the ultimate marketing goal, and wants to build brand influence, brand affinity and responsible image during the festival - it is good to cooperate with relevant non-profit organizations Way.
Conclusion:
As the festival changes, brands should pay attention to the various demands of users in different identities. Using the global social media data marketing management platform - Marketing Cloud can help you better understand different social media users, and grasp the progress and direction of social media marketing at any time.