Father’s Day spending in the U.S. is expected to reach a record high of $15.5 billion, the National Retail Federation (NRF) reports. To celebrate father figures, home improvement stores can present simple DIY backyard projects that families can complete over the holiday (Sunday, June 17, 2018) weekend, and promote the campaign with the effective multi-media marketing efforts suggested below.
First, a few compelling statistics to keep in mind:
- Consumers are expected to spend an average of $134.75 for the holiday, compared to an average of $125.92 in 2017.
- Seventy-seven percent of consumers plan to participate in holiday festivities.
- Home improvement and gardening themed products represented 16.2 percent of Father’s Day purchases in 2017.
- When gift shopping, 40 percent of consumers will visit department stores, 34 percent will shop online, 26 percent will shop at a discount store, 24 percent at a specialty store and 19 percent at a local small business.
- “Among smartphone owners, 33 percent will use them to research gift ideas, but only 18 percent will use them to make a purchase.”
Home improvement stores can present a selection of projects suitable for various ages and abilities. For example, consumers with young children could make a pond in a pot. This summer garden decoration requires a pot, water plants, and decorations such as rocks and miniature ceramics. A store display with multiple ponds varying in height can inspire shoppers to build their own pond collection at home.
More involved projects for teen-age and adult consumers range from smaller builds such as a wooden birdhouse, squirrel feeder or planter box to larger projects such as a hose reel hideaway, outdoor chairs, benches, or a fold-up grill table.
Promotional Channels for Home Improvement Stores
As Father’s Day approaches, home improvement stores can leverage the campaign to increase foot traffic, improve customer satisfaction, and maintain a positive brand image.
First, they should mention the campaign in email blasts, newsletters and print advertising.
Next, they can create DIY displays, provide step-by-step instructional guides in stores and online, list isle numbers for each item, and include product links in digital copies. While consumers are in the store, employees can encourage consumers to purchase new toolkits, toolboxes or other basics in addition to the DIY project supplies.
They can also conduct demonstrations during the weeks leading up to Father’s Day and promote the events on social media to attract consumers to stores and increase interest in the project. Social media suggestions include:
- YouTube tutorials for each project.
- Uploading pictures of project store displays to Facebook, Twitter and Instagram, reminding consumers to stop by and pick up their own supplies.
- Engaging consumers by holding a contest — consumers take a picture of their finished work and upload it to Facebook and or Twitter with a designated hashtag for the business to judge. Present winners with a promotional gift.
Increase Sales at Checkout
CrossCheck, a payments guarantee company with over 30 years of experience, provides leading check processing services to U.S. merchants. Home improvement stores can mitigate risk and stimulate sales by offering one or more of our payment solutions.
For example, CrossCheck’s Multiple Check service provides customers with additional time to fund purchases without using or applying for credit. Consumers can take items home on the sale date by writing 2 – 4 checks that are deposited by merchants over a 30-day period. CrossCheck guarantees the funding of each deposit on all approved checks. Learn how to confidently accept check payments by downloading our free guide.