Why Shoppers Spent More on Father’s Day This Year

Category: Marketing Dilemmas


Insights into consumer shopping behavior around Father’s Day

Father’s Day is a special time of the year to truly show your appreciation for your dad. That’s why, to help marketers of all sizes, our NetElixir Research Insights Lab came together to decipher the behavior of search activity of shoppers looking for Father’s Day gifts.

Our team conducted their study over a three-week period, from May 20, 2016 to June 19, 2016. They analyzed roughly 11.4 million impressions across four retail verticals, including apparel and accessories, healthcare and wellness, flowers, and gifts and handicrafts.

Our key findings included:

  • Daughters spent more than sons by almost 7.34%.

  • 2016’s spend level was 19% higher than that of 2015.

  • The best last click channel was paid search, with nearly 21.83% of the revenue, followed by organic (21.53%), and then email (19.48%).

  • Some of the most popular search queries were: “father’s day gifts,” “father’s day t-shirts,” and “father’s day gadgets.”

  • Approaching Father’s Day, spend on mobile devices increased by 20%.

  • Compared to events like Valentine’s Day, where millennials are the top spending group, top spenders for Father’s Day ranged between 35-44 years of age. This age group spent marginally higher than millennials this year.

  • Our social media mining tool, LXRBuzz, observed that terms like “dinner parties for Father’s day” and “Father’s day gift guide” were trending terms on Twitter.

“Our data provides great insights for all types of retailers, big and small, looking to stand out during major shopping events like Father’s Day,” said Udayan Bose, CEO of NetElixir. “This is especially true for some of the key findings, which are repeating themselves every time we analyze an event such as Father’s Day. Trends like increasing spend on mobile, paid search ads leading to last click attribution and women outspending men. We expect these trends to continue throughout 2016 and likely for years to come.”

Stay tuned for our full white paper!

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