All about DADS. The Father s Day Hot Sheet

Transcription

1 All about DADS The Father s Day Hot Sheet Father s Day Hot Sheet May 2015

2 Father s Day promotions get an extra week! Online searches for Father s Day typically start to pop up on Mother s Day, as children (young and old alike) are spurred to start looking for gifts to honor dear old dad just as they re done thanking mom. And while dad s day may always play second fiddle to mom s, marketers have an extra week to promote gifts for pop in This year there are six weeks between Mother s Day (May 10th) and Father s Day (June 21st) as opposed to the usual five. Despite the later date, Father s Day is still likely to begin registering on consumers radar around Mother s Day. Of course, the truth is that the vast majority of consumers will still be last-minute shoppers. Last year, in fact, Father s Day-related searches the week immediately before the holiday captured 2.5 times more share than even the week before. That said, this year s bonus week means that there is decent potential for early bird marketers to get some dollars in the register before their competitors even start their campaigns. Weekly search share of Mother s Day and Father s Day search variations in % 0.12% 0.09% 0.06% 0.03% 0.00% 03/29/ /05/ /12/ /19/ /26/ /03/ /10/ /17/ /24/ /31/ /07/ /14/ /21/ /28/2014 Father s Day search Mother s Day search Father s Day Hot Sheet Experian Marketing Services 2

3 Father s Day gifts According to Experian Marketing Services Hitwise online intelligence tool, searches for Father s Day gifts tend to focus on affordable gift ideas that are personalized, unique and often handmade. In fact, two of the top variations of Father s Day gift-related searches from 2014 were for DIY and homemade gifts. While many shoppers wanted the best gift for dad, others simply wanted something cheap or last minute. dad, or in many cases, grandpa. Examples commonly used in 2014 were Christian dad, new dads, outdoorsy dads as well dads who are wine or BBQ lovers. Select variations of Father s Day gift-related searches that include information about the gift recipient 4 weeks ending June 21, 2014 Top Father s Day gift-related search terms 4 weeks ending June 21, 2014 Keyword * Share of search clicks father s day gifts 26.72% father s day gift ideas 9.52% father s day gift baskets 2.66% diy father s day gifts 2.53% father s day gift 2.35% father s day gifts % homemade father s day gifts 1.24% good father s day gifts 0.78% unique father s day gifts 0.75% gift ideas for father s day 0.72% happy father s day gifts to make 0.67% best father s day gifts 0.67% cheap father s day gifts 0.66% last minute father s day gifts 0.65% gifts for father s day 0.57% *Includes variations of Father s, Fathers and Father Finding a gift that dad will appreciate means looking for something that is personalized to him. As such, searches for Father s Day gifts often contain additional information about the While many gift searches include information about the intended recipient, others mention details about the gift-giver or their relationship to the father. Among last year s variations that included such details, nearly a third focused on gifts that were intended to be given by a daughter. Genderless references, such as kids or children were almost as common. Interestingly, fewer than ten percent were for gifts to be given by a son. About a fifth of searches included details about the age of the gift-giver (e.g.: baby, toddler or first grader ), while others specified that the gift was to be given by the dad s wife or girlfriend. Father s Day Hot Sheet Experian Marketing Services 3

4 Go, go, gadget dad! Gadgets and gizmos are always popular gifts for the techie dad. In fact, during the week immediately preceding Father s Day last year, visits to Electronics and Appliance websites were up a relative eight percent from two weeks prior. Visits subsequently tapered off the following week. An analysis of search terms driving traffic to the Hitwise Electronics and Appliance industry the week ending June 14 versus May 13, 2014 also sheds some light on the specific items that Father s Day gift-givers were likely to have been seeking out. Two GPS systems ( Magellan GPS and Tom Tom ) were among the top terms that grew search share in the weeks leading into Father s Day last year. Likewise, GoPro appeared in two separate fast growing search terms. Gadgets like these and others listed in the adjacent table may be big gifts for the gadget-loving dad again this year Relative difference in share of search terms driving traffic to Electronic and Appliance sites Week ending June 14, 2014 vs week ending May 31, 2014 Keyword Relative difference magellan gps +158% samsung galaxy note % lojack +133% macbook air +127% kenmore +115% steelseries +113% gopro hero % go pro +90% beats pill +83% tom tom +71% Father s Day Hot Sheet Experian Marketing Services 4

5 Gone Fishin Fishing is a timeless family pastime enjoyed by millions of Americans. According to Experian Marketing Services Simmons National Consumer Study, 28 percent of dads and 26 percent of kids ages six to 17 went fishing last year. As such, it s no surprise that online searches related to fishing spike over Father s Day weekend. On the Saturday before Father s Day in 2014, searches including fishing were a relative 28 percent higher than they were the Saturday prior and 64 percent higher than they were the following Saturday. 0.08% 0.06% 0.04% 0.02% 0.00% Monday Daily share of all online searches including the keyword fishing Tuesday Wednesday Thursday Friday Father s Day Saturday Sunday Week ending June 8 Week ending June 15 Week ending June 22 To better understand what kids and dads were seeking out for their fishing plans, Experian Marketing Services conducted an analysis comparing variations of fishing searches immediately before Father s Day last year to those performed a few weeks prior. It turns out the word techniques was almost 8.6 times more likely to appear in fishing-related searches just before Father s Day than it was two weeks earlier and tips was four times more likely to be used. Likewise, licenses was used 2.3 times more frequently, which along with the higher use of techniques and tips is evidence that many would-be fishermen and women are occasional participants at best. The fact that charter and cabins were used at higher rates however suggests that other children and/or dads had something in mind beyond a lazy (and more affordable) afternoon at the local fishing hole. Gift items, too, like reels, gear and tackle were among those most disproportionately used in searches heading into Father s Day. Relative change in use of keywords in search terms including fishing Week ending June 14, 2014 vs week ending May 31, 2014 Keyword Relative difference Techniques +856% Tips +397% Licenses +226% Charter +120% Cabins +119% Reels +110% Tackle +92% Tournament +90% Gear +64% Family +60% Father s Day Hot Sheet Experian Marketing Services 5

6 Father s Day s Almost all Father s Day s are sent within three weeks of the holiday. In both 2013 and 2014, the last week in May was a good week for Father s Day mailings. The percentage of revenue received that week was higher than the percentage of Father s Day volume (14 percent of volume and 23 percent of revenue in 2013 and 12 percent of volume and 21 percent of revenue in 2014). With Father s Day occurring on June 21 st this year, marketers may enjoy even more early sales by continuing to mail in late May as well as in the first weeks of June. Almost half of Father s Day volume and revenue occurred in the week leading up to and including the holiday itself. Tuesday and Friday had the highest volume, but Father s Day had the highest revenue, receiving 11 percent of the total Father s Day revenue Father s Day volume and revenue started the last week in May and peaked the week before the holiday The highest percentage of Father s Day revenue was received on Father s Day itself 50% 40% 30% 20% 21% 31% 48% 12% 10% 8% 6% 4% 7.4% 6.4% 5.7% 6.5% Father s Day 5.9% 5.2% 11.0% 10% 0% 12% 38% 49% 3 weeks before Percent of volume 2 weeks before Percent of revenue 1 week before 2% 0% 5.4% 10.8% 5.0% 6.8% 9.6% 5.8% 5.9% Mon 6/9 Tue 6/10 Wed 6/11 Thu 6/12 Fri 6/13 Sat 6/14 Percent of volume Percent of revenue Father's Day Father s Day Hot Sheet Experian Marketing Services 6

7 Father s Day customers responded well to offers and deals that highlighted items that dads love. Fishing gear, sports clothes and equipment, beach and summer clothing, grilling and golf were popular categories and products in these s. s that included the word love in the subject line had transaction rates almost three times higher than the average Father s Day . You ve Got This! What Dad Wants + Free Shipping 0.06% 0.05% Offers and deals on items dad love generated the highest transaction rates Deals dad will love Transaction rates 0.04% 0.03% 0.02% 0.01% 0% 0.03% 0.04% 0.04% 0.06% 0.06% 0.06% Any offer Percent off Coupon Deals Love Free shipping He loves golf? We ve got 30% off our best golf brands! Transaction rates Average transaction rate for all Father's Day mailings Coupon + Top 5 Sale Wines for Father s Day Father s Day Hot Sheet Experian Marketing Services 7

8 Experian Marketing Services Kantoorgebouw 't Schip Verheeskade BE Den Haag Intelligent interactions. Every time Experian Information Solutions, Inc. All rights reserved. Experian and the Experian marks used herein are trademarks or registered trademarks of Experian Information Solutions, Inc. Other product and company names mentioned herein are the property of their respective owners. May 2015