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BizReport : Advertising archives : June 14, 2016

Reports: Father's Day spending up, email may increase conversions

Look for more kids (and moms) to spend more this Father's Day. That's the word from new NRF data which predicts the total Father's Day spend will surpass $14b in 2016.

by Kristina Knight

Despite the increase in spending, many buyers still say Dad is the hardest person with 55% sending a gift card so that he can buy what he wants. According to CashStar just over one-third (39%) will give restaurant gift cards while 28% say they'll give home improvement cards.

But, whether giving a gift card or physical gift, email may be the best engager for brands.

New data out from Yesmail indicates that including seasonal 'Father's Day' themed subject lines can boost email performance over the next week. According to their data while Father's Day themed emails had overall lower open rates (10% vs. 10.9%) compared with non-themed emails, the messages were more likely to result in a purchase. Father's Day emails showed a 5.4% conversion rate compared to the 1.7% conversion of non-holiday emails.

What this means is that while having Father's Day in the subject line of a campaign may not push open rates, it does improve conversions.

Meanwhile, new data out from Ibotta sheds light on the differences between Millennial Dads and other Dad demographics. Among the more interesting findings:

• Millennial Dads spend 62% more at the grocery store than non-Millennial Dads
• Millennial Dads shopping overall has increased 5% since 2013

"The data suggests that millennial dads are playing an increasingly bigger role at home, taking on more domestic responsibilities such as household shopping," said Bijal Shah, VP of Analytics and Data Products for Ibotta. "This marks a generational shift from older fathers who embraced traditional gender roles, and is bolstered by mobile-enabled commerce and younger dads' savviness with smartphones and shopping apps."

Tags: advertising, CashStar, ecommerce, email marketing, Father's Day trends, Ibotta, YesMail

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