As Father's Day approaches in the UK, we’re seeing a fantastic opportunity for UK brands to tap into an evolving consumer attitude to gift buying and leverage the latest trends.
Macro themes emerging from Google for this year's Father's Day reveal shifts in consumer behaviour that could help brands get on UK Dad's Wishlists. By understanding these themes and aligning their strategies, brands can position themselves as leaders in the market and attract new customers who are looking for that perfect gift.
Macro themes: A glimpse into consumer behaviour
According to Google, Father's Day 2023 is marked by two macro themes that will significantly influence consumer decisions:
Online Dominance and Price Sensitivity
This year, an astounding 61% of consumers plan to conduct “more” online searches than usual before making their Father's Day gift purchases. With prices soaring and the cost of living bearing down, consumers are keen to find the best deal available. This presents an opportunity for brands to re-evaluate their online presence, highlight competitive pricing and capture the attention of price-conscious shoppers.
Opportunity to Shape Consumer Decisions
Surprisingly, 58% of consumers do not have a specific brand in mind when searching for Father's Day gifts. This indicates that brands have huge potential to inspire and influence consumer decisions during the 'research' and 'consideration' phase of consumers purchase journey.
By implementing impactful marketing campaigns and providing engaging content that showcases their products, brands can position themselves as the preferred choice for Father's Day gifts. Building your brand is as important as ever!
Emerging trends and winning categories of gift
Considering these insights, we thought we should take a quick look at which specific product categories have experienced a surge in search interest this year (according to Google Trends). They could be poised to capture the attention of the Father's Day gift-buying audience, if they get their strategies right.
The most popular types of products that males aged 25-55 (likely to be Dad's) are searching for in 2023 are:
- Watches
- Tools
- Gadgets
- Clothing
- Gift cards
Additionally the following products (that could make good Father’s Day gifts) are seeing increases in search interest year on year through 2023.
- Smartwatches
- Drones
- Electric bikes
- Grills
- Home improvement tools
Father's Day 2023 is shaping up to be an interesting one for all those involved in consumer data and insights. It offers relevant brands a great opportunity to tap into the changing landscape that the cost-of-living crisis is creating.
With online dominance and price sensitivity on the rise, brands must consider their online presence, brand building, content and pricing strategies. We should probably be reminding you to be thinking about omni-channel marketing strategies too!
The absence of brand loyalty in this key gift buying period leaves the door open for companies to inspire and influence purchasing decisions through compelling marketing campaigns. This Father’s Day could be a great test bed for the bigger gifting period of Christmas and an opportunity to get ahead of your competitors.
How is your Father’s Day 2023 strategy shaping up? Are you getting in front of the right audiences to influence their gifting decision? If you’re an ecommerce brand looking to make the most of the season and get your strategy set for success through the year, get in touch. We'd love to help!
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| Author | Mark Thelwall |
| Channel | Media |