UK shoppers are expected to spend £799 million on Father’s Day this year, according to research by retail and shopper marketing agency Savvy. This is up 14% on last year.
The survey found that buying a personalised gift is on the cards for 46% of shoppers.
“Following on from the feel-good warm weather of May and early June, and overlapping the start of the World Cup, Father’s Day looks set for a strong sales performance,” says Alastair Lockhart, insight director at Savvy.
While the survey claims that 65% of shoppers have planned what they are intending to buy, 47% admit they will be leaving gift purchasing to the last minute. This last-minute rush rings true with many card and gift retailers, echoing the patterns that have emerged with Christmas, Valentine’s Day and Mother’s Day.
It’s a case of holding your nerve for Lynda Bygrave, owner of Retas-nominated Hallmark in Aylsham who revealed to PG Buzz yesterday: “We are still waiting for the rush for Father’s Day but it’s starting to shift.”
For Paul Carter, co-owner of four Zo and Co shops in the North West it’s all about the display to draw people in. “Sales have been strong leading up to the day. Our display is on a theme using bowler hats and ties throughout the shop punctuating all the gift ranges. We have a great product range with imaginative gift ideas from Thorntons enhanced with personalisation. Brighthouse gifts are amazing, together with a range of funky socks. The Art File is leading the way for us on the cards front.”
Father’s Day sales are already looking strong for Mark Janson-Smith’s five London-based Postmark stores too with like-for-like sales up around 10% so far. “Our stores with younger families nearby always perform better as there is more often than not a multiple purchase with each transaction. We have already seen really strong sales from Counting Stars and The Art File with Sooshichacha, Pango, Stop The Clock and Ohh Deer also doing really well.”
Royal Mail is spreading the love about Father’s Day with a specially commissioned video on why we love to send Father’s Day cards. The video has been posted on the Royal Mail Facebook and Twitter pages.