By Ellie Pask | 14.06.19
Not just for Dad
On Sunday 16 June, it’s Father’s Day. Dads everywhere will hope to be showered with gifts, and hopefully, with some of the things that they actually want. There’s no shortage of novelty socks, special edition T-Shirts and other wearable ways being promoted by retailers to show dad that you care, but this year, big brands are going one step further to ‘share the love’ and hoping to maximise sales from the big day.
In the UK some retailers are promoting a hot, new gifting trend of ‘mini-me’ outfits. This trend is for matching outfits between boys items to match their Dads, and even for girls to twin with their mums as a complete ‘family’ of matching clothing. One UK retailer is offering an extended range of options for all the girls in the family too, with coordinating father-daughter pieces, and items for babies too. These products are displayed together on mannequins in cute family focal point groupings instore. Ahh!
This is also big day for food retailers as families celebrate together on this special occasion. Various Father’s Day products and themed packaging have taken over the front of store priority space on tables and focal point fixtures, promoting everything from mugs, to books, to chocolates to booze, all meant just for Dad…
As a promotional event, Father’s Day never commands the same amount of space, impact or attention as other seasonal events instore and has a rather predictable feel. But with these new ways to celebrate and enjoy family gifting, let’s all hear it for Dad!
White Stuff use an innovative cricket theme, complete with a novelty scoreboard to promote their ‘2 for’ special priced, seasonal Father’s Day offers.
The White Stuff cricket theme extends instore and is used to good effect with added flexibility to update prices and product offers with the same POS materials.
A ‘word search’ creative POS style was developed by Next for instore and store window use. These as strut cards on fixtures, window decals and hanging posters.
Macy’s creates full scale focal point displays with American designer brands as a casual, outdoors inspired, colourful Father’s Day theme for dads and their boys.
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