As Father’s Day approaches, customers and retailers alike are getting ready to honour the men in their lives. “We’ve seen early customer demand – with Father’s Day related searches up 109% as early as February, compared to the same period last year” says Leanne Osborne, Chief Commercial Officer for the curated online marketplace, notonthehighstreet.com.
Notonthehighstreet.com, who sell unique products made, designed or sourced by the 5,000 artisans, designers and boutiques that trade on the platform, has added 91% more products to their Father’s Day campaign this year, in anticipation of strong customer demand.
They will not be alone in looking for a boost from Father’s Day. With indications that customer spending is back (sales were strong in April), all eyes are now on the next big gifting event.
This is an industry in need of some good news. With non-essential retail in the UK closed during much of the peak Christmas selling season, and remaining closed throughout key holidays such as Valentine’s, Mother’s Day and Easter, Father’s Day will be a welcome opportunity to re-engage with customers both online and offline.
Make it personal
The key to a successful Father’s Day for retailers will be the ability to tune into what the customer is looking for as they celebrate after a tumultuous year.
It is clear that personalisation, a major trend in gifting over the last decade or so, will continue to be important for Father’s Day 2021. Notonthehighstreet.com have seen an increase in customers looking for the opportunity to create something unique to “celebrate shared memories”.
Etsy, the online platform with over 4.7 million sellers world wide, has also seen a growth in personalisation. As Dayna Isom Johnson, Etsy Trend Expert puts it, “Even the man who has everything doesn’t have personalised everything.” She adds: “Etsy sellers are creating one-of-a-kind gifts – like custom initial cufflinks and personalised watch stands”.
“From cards with photos on to pet portraits, products with children’s drawings on and gifts featuring names, unique, thoughtful and personalised is definitely a must-have trend this year” agrees Louise Daniel, founder of And So To Shop, online indie marketplace.
Wellbeing is key
After the stresses of the last 12 months, it’s no surprise that this year’s popular gifts also have a distinct focus on wellbeing. “The wellness scene is ever expanding and men are catching on,” explains Dayna Isom Johnson.
Louise Daniel agrees: “We’ve seen an increase in selfcare, wellbeing and grooming product sales, as dads are perhaps spending more time at home, but also getting ready to go back out again”.
“Give a gift they wouldn’t purchase themselves – a grooming gift is a great way to give him the nudge to unwind and recharge his batteries” suggests Dayna Isom Johnson.
Another way to unwind? Getting outdoors – gardening tools and BBQ accessories are both in demand on notonthehighstreet.com as customers gear up for (potentially) a summer of outdoor celebrations.
It takes all kinds of men
This year’s popular Father’s Day gifts also highlight how people are looking to appreciate all types of men who play significant roles in their lives.
“At Etsy, we’re celebrating all the different father figures this year, whether you have a step dad, plant dad, dog dad, or any other kind of dad in your life” explains Dayna Isom Johnson.
At notonthehighstreet.com, this year’s Father’s Day campaign “for extraordinary dads in extraordinary times.” Leanne Osborne explains: “lots of families and dads are wearing multiple hats at home – from teacher, chef and entertainer, to counsellor, crafter and hairdresser – all while juggling their usual day-to-day.”
With families finally able to meet again as restrictions continue to loosen, there’s certainly much to celebrate this Father’s Day.