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

By Kristina Knight

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.

Fathers Day Gift CardDespite 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.