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Strategies to Celebrate Dad this Father's Day

Posted by andrew.mockridge | 03 December

Dads may not be as demanding, but they’re certainly deserving of our affection; while Father’s Day doesn’t reach quite the same magnitude in consumer spending as does Mother’s Day, it’s still an important time for brands to appeal to those gifters looking to show their appreciation. Last year, consumers spent around $12.5 billion on a variety of gifts for the men in their lives according to the National Retail Federation.

In keeping with tradition, 64% of gift givers will get dad a card, and while other heavily purchased gift items were tools, apparel, and electronics, it seems that fathers appreciate more memorable gifts from their families. According to NRF CEO Matthew Shay, “As more people look for ‘experience gifts’ with tickets to baseball games or a day on the golf course, retailers will also make sure to promote their gift cards for families hoping to create the perfect gift package.”

Not only does Shay’s recommendation suggest that fathers might want to use a gift card for some control over their purchase, but he also points to the fact that ‘experience gifts’ are valuable to them. Considering that the average person will spend around $114 on the men in their lives, this experience might go a long way to making this Father’s Day the best one yet.

The learning for us has been that added-value is the road to take if your brand is trying to have a compelling influence on consumer decision that makes a lasting impression and builds brand equity. TLC has been successful running promotions that offer every consumer rewards like free movie tickets, rounds of golf, steak delivery, and even haircuts from a nationwide selection of partners. No matter the industry, any brand can easily find success by adding value through rewards that complement emotions and interests of the demographic they’re targeting. Give us a shout to learn more about Father’s Day promotional strategies that drive consumer spend.