5 Retail Tips to Make the Most of Dads and Grads

What do dads and grads have in common? They both give us reasons to celebrate this time of year. We’re in the midst of high school and college graduation season, and Father’s Day is right around the corner on June 21. With 2014 spending on dads and grads in the $17 billion range, it’s smart to take advantage of this double opportunity.

While these two groups differ greatly in their wants and needs, there’s no reason you can’t market for both occasions at the same time. In the process, you’ll save on the cost and effort required to promote these events separately.

5 tips to capture retail sales for both fathers and graduates:

1. Remind.

Now that Mother’s Day is over, remind people to think about gifts for dads and grads. Use signage, banners and ads in your store, on your website, and on your social media pages. Spread the word with direct and email campaigns, local newspaper ads, and other events where you’ll have a marketing presence.

2. Share ideas.

Many shoppers struggle to come up with gift ideas. Suggest items you offer that top dads’ and grads’ wish lists. Create corresponding merchandise displays in store to make it easy for shoppers to go straight to your gift suggestions. You can create simple gift guides that can be shared via email and on image-centric social media channels like Pinterest and Instagram.

3. Gift wrap for free.

Make sure you have gift wrap, gift bags, ribbons and bows in patterns that are appropriate for both groups. Then let your customers know that when they shop for the dads and grads, you’ll wrap every gift they purchase from you, free of charge.

4. Offer gift cards.

For the dads and grads who’d rather choose their own gifts, gift cards are an ideal solution. At checkout, offer gift card boxes for a special touch. Possibly include a coupon or offer with the gift card to encourage the recipient to come in and use it.

5. Capture repeat business.

Before shoppers leave your store, give them a compelling reason to return. For example, you might promote a special summer sale, reward them with a buy-one-get-one-free coupon, or invite them to an event.

Marketing gift ideas for dads and grads is a popular retail trend. Now’s the time to go after these sales for your business.

Editor’s note: The original version of this post was published by Bags & Bows. The post has been updated for accuracy and relevance.

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