Analysis: Which Amazon Categories Get the Biggest Father’s Day Boost?

From a new tie and a fresh pair of socks, to a round of golf, to a Sunday afternoon grilling, there’s no wrong way to celebrate dad on Father’s Day. According to a report by the National Retail Federation, the average American typically spends around $170 on Father’s Day, which puts it behind Mother’s Day, but still makes it one of the biggest shopping holidays of the year.

As the leader in global ecommerce acceleration, we’re constantly analyzing trends in online commerce to help brands understand how various events (like Father's Day) impact consumer behavior. So, with Father’s Day around the corner, we wanted to discover:

  • Which categories get the biggest boost during Father’s Day?
  • Which ones don’t see much of an increase?
  • Has the pandemic changed the way people shop for Father’s Day?

Our data science team analyzed market demand for a range of Father’s Day gifting categories on Amazon over the past three years and published some of our key findings.

Topline Data and Insights:

  • Demand for golf gear picks up in early spring and peaks right around Father’s Day
  • Demand for grills is equal on Memorial Day and Father’s Day
    • Grilling equipment sees slightly more demand during Father’s Day than Memorial Day
  • Other “classic” Father’s Day gifts like neckties, socks, and tools receive far less of a Father’s Day bump
  • COVID-19 had mixed impact on demand for different types of Father’s Day gifts
    • Golf clothing and equipment demand dipped in the early months of the pandemic and has rebounded to new heights in 2021 and 2022
    • Demand for grills and outdoor cooking equipment surged in 2020, but have begun to slow down
    • Demand for neckties dropped significantly in 2020, and have only recently begun to recover

Let’s dig into the data.

Top Categories with the Biggest Father’s Day Boost

There are a lot of time-tested Father’s Day gifts, so we examined the demand for dozens of categories that are typically popular to see which ones got the biggest (or smallest) boosts. We then examined weekly demand during the week just before Father’s Day and compared that to demand throughout the rest of the year.

Below are 25 categories that received the biggest increase in weekly demand during the week prior to Father’s Day last year:

The bulk of our categories included grilling and golf items and accessories, and it’s clear that these are indeed some of the most popular items during Father’s Day.

Demand for men’s golf shorts shot up by a whopping 134% during the week of Father’s Day, easily the largest increase out of any category in our analysis. Grill accessories like grill baskets, heat plates, and barbecue tool sets also got significant weekly bumps. In fact, every single one of the top 25 categories had something to do with golf or grills.

For comparison, here are some of the categories that received slightly smaller increases in demand, or in some cases decreases.

In our analysis, men’s pocket watches was the non-golf and grill category that received the largest bump in demand. With a 32% increase, it sees a healthy bump, but is still well outside of our top performers.

Other classic Father’s Day gifts like socks and neckties actually received very little increase in demand, suggesting that those types of gifts aren’t really the go-to they once were. At least not when it comes to online shopping.

The Impact of Father’s Day on Golf Gear

Let’s take a closer look at the weekly trends for some golf categories:

Looking at some of the broader golf-related categories reveals that Father’s Day is indeed the biggest week of the year when it comes to golf equipment and clothing. Golf clothing accessories, in particular, relies heavily on Father’s Day to drive demand, while golf equipment also experiences significant demand during the holiday shopping season.

Let’s take a quick look at some more specific categories:

While men’s golf shorts may have gotten the largest weekly increase in demand during Father’s Day, Memorial Day actually drove even more demand, bringing a 163% increase. Categories whose biggest weeks of the year fell during the week prior to Father’s Day included men’s golf caps, socks, and golf club head covers.

Interestingly, while golf shorts were a big hit around Father’s Day, that wasn’t the case for golf pants, which are a lot more popular in early spring and around the holidays.

The Impact of Father’s Day on Grills and Outdoor Cooking Equipment

Now let’s look at the other major category, grills and outdoor cooking equipment:

Father’s Day and Memorial Day make up the biggest weeks of the year for major purchases like grills and smokers, with the two holidays receiving nearly identical spikes in demand.

Tools and accessories, on the other hand, see a bit more demand during Father’s Day, no doubt as a combination of more affordable Father’s Day gifts and a lot of shoppers looking to add new equipment to the grill they got over Memorial Day.

Let’s dig a little deeper into some of those grill accessories:

Father’s Day is the biggest week of the year for grill accessories of all types including grill baskets, griddles, tool sets, and scrapers.

When it comes to smoking meats, though, there’s no time like the holidays, as November through December saw the biggest weeks of the year for stocking up on wood smoker chips.

How “Classic” Father’s Day Gifts Stack Up

Finally, let’s take a quick look at a few of the types of gifts frequently associated with Father’s Day.

While most of these categories get a substantial boost during Father’s Day, other times of the year are clearly more important. Smartwatches and regular watches both saw demand spike right around Father’s Day, but those are almost certainly due to Amazon Prime Day, which fell on June 21 and 22, the two days immediately after Father’s Day.

The week prior to Father’s Day, which is when the holiday drives the most online demand, brought modest boosts to hand tools and tool sets, but ones that fell well behind the holiday surge.

Neckties, one of the all time “classic” Father’s Day gifts, saw very little demand last year. Although, we do see a huge surge in the fall of 2021. Was this perhaps influenced by COVID and more fathers returning to work in-person around that time last year?

Let’s wrap up this report by taking a long look back at monthly trends for Father’s Day categories over the past three years.

How COVID-19 Impacts Popular Father’s Day Gifts

The COVID-19 pandemic has had a significant impact on demand for gifts and items associated with all sorts of holidays, but does that hold true for Father’s Day? Were people more or less likely to buy their dad some golfing gear in the early months of the pandemic? Did outdoor cooking supplies see a huge surge? What about neckties?

Let’s start, once again, with golfing gear.

Demand for golf clothing clearly dipped in the first months of the pandemic in 2020, it then remained under 2019 levels until November and December.

2021 saw demand recover quickly, rising well above pre-pandemic levels in the spring, and staying high throughout the year. 2022 mostly continues that trend, so Father’s Day this year may see more golf shorts and hats being gifted to dads than ever before.

It’s a similar story for golf equipment, with demand once again dipping in early spring 2020 and remaining behind 2019 throughout the year before a significant rebound in 2021.

The other major Father’s Day gift category, outdoor grills and equipment, experienced a much different type of pandemic-related impact.

Outdoor grills and smokers actually saw demand begin to outpace pre-pandemic levels early in 2020, peaking during the months of Memorial Day and Father’s Day in 2020. 2021 started strong and saw summertime demand match that of 2020’s heights.

2022, meanwhile, has started the year behind 2021 levels, suggesting a waning demand for grills and smokers after a couple big years.

It’s even clearer when we examine outdoor cooking tools and accessories, with demand reaching an all-time high in the first year of the pandemic. Once again, 2022 has started the year somewhat slower, so this category will be one to keep an eye on this Father’s Day.

Let’s wrap up with a look at some of the other common Father’s Day gifts.

Demand for men’s watches plummeted in the early months of the pandemic, and have remained below pre-pandemic levels ever since. This could be driven by COVID-related trends or simply a move away from classic watches, so let’s take a quick look at demand for smartwatches.

We see the early pandemic dip here as well, but demand eventually recovers to above pre-pandemic levels later in 2020 and throughout 2021. Once again we see 2022 falling behind the previous year, suggesting Americans may be tightening their belts a bit more this year.

Finally, let’s close with a look at the most classic of Father’s Day gifts, the necktie:

Demand absolutely plummeted in March and April of 2020 with millions of Americans staying at home and rarely putting on anything other than sweats and a T-shirt, let alone a necktie.

Demand didn’t return to pre-pandemic levels until September of 2021, and, so far, 2022 has seen demand stay just ahead of 2019’s springtime baseline, suggesting that people are dressing up and getting out once more.

Key Brand Takeaways

From our data, it’s clear that major holidays like Father’s Day can significantly increase demand for specific categories. In this case, the second Sunday of June focuses on gear and equipment for golfing and grilling. Other items do receive small bumps, but for many categories like neckties and power tools, the holiday shopping season and Amazon Prime Day drive far more demand.

Our analysis shows traditional gifting categories (by holiday), seasonality, and price points influence consumer behavior and can help brands better understand how to forecast demand for their products across online marketplaces and even inform creative decisions and promotional cadence.

If you’d like to learn more about how you can best leverage our data to help your brand win online, holiday or not, schedule a demo today.

And, if you’d like to receive all the latest news, info, and analysis on what’s trending in ecommerce, be sure to subscribe to Pattern Insights on the right.

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Amazon's Sponsored Product ads
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What Are Amazon’s Advertising Products? Sponsored Product, Brand, & Display Ads

What Are Amazon’s Advertising Products? Sponsored Product, Brand, & Display Ads

Utilizing Amazon sponsored ads can be a smart way for a brand to drive greater traffic to a product listing and start increasing sales. While many brands still struggle to manage their advertising strategies, 30% of Amazon brand sellers increased their advertising budgets in 2022. As ecommerce executives (or even on the nose with VPs of ecommerce?)  approve their 2023 advertising budgets, it may be worth it to take a look at Amazon’s advertising products and the benefit they may have on increasing conversions. 

​​Pattern is the premier ecommerce accelerator with all of the expertise, data-driven insights, and technology brands need to gain control on Amazon and maintain their competitive niche. We know the high value of and how to utilize Amazon’s advertising products to drive the most traffic and conversions to benefit and accelerate your brand.

Here are Amazon’s three main advertising products you should know about in order to drive listing traffic to your products and increase conversions: 

For a brand executive who is selling their product on Amazon, you may not already know the differences between campaign type, so we will walk you through the differences and uses for each of these three ad campaigns.

Sponsored Product Ads

Sponsored Products are a mid-funnel advertising strategy that gives visibility to products above the top organic listings (see example below). This strategy uses custom keywords to get products in front of the consumers who are searching for them, however it can be used to capture new audiences as well.These cost-per-click (CPC) ads require no additional copy or images, but usually receive the most interaction of the campaigns and need to be monitored closely.

As you can see, these ads look just like an organic listing, however they say, “Sponsored,” on them. These types of ads can be especially effective forms of advertising because they tend to blend in with the organic results around them. With Sponsored Products, you can get your products in front of qualified customers who are searching for your product in such a way that doesn’t make them feel like they are being served an advertisement.

Sponsored Brand Ads

Sponsored Brand Ads are a top-of-funnel brand awareness tool and function on keywords. This ad format helps show a customer what they may be in need of and where to get it.  Commonly used to promote product lines or best sellers, a Sponsored Brand ad shows up as a banner above the search results (see example below). This type of ad requires that the brand showcase at least three separate products.

Unlike other campaigns used on the Amazon platform, Sponsored Brand ads require ad copy and a unique logo. These ads also can take customers to a custom landing page, or a page on the brand store, that way they get a clear and overall picture about who your brand is, what other products you sell, and why they can trust your brand

Sponsored Display Ads

Sponsored Display ads can be a tactic for top, middle, or bottom of the advertising funnel due to its varying targeting abilities. Although most commonly found under the bullet points of a detail page, these ads can also show in emails, newsletters, and even more locations off platform.

Unlike the previous ad campaigns discussed, sponsored display ads can target shopping behaviors, like repeat purchasers, similar product purchasers, and even people who viewed the detail page but did not buy. Sponsored Display ads help customers discover your brand, drive awareness, and create loyalty. 

The example above shows just one of the many placements Sponsored Display has.

Accelerate Your Sponsored Products With Pattern 

Rather than competing with each other, each of the three sponsored ad products focus on a different section of the sales funnel, allowing you to target your customers and hit your sales numbers, all while edging out possible competitors. When brands use these advertising campaigns, they can better optimize their ad budget to improve ROAS and build revenue. 

At Pattern, we have all the resources to help your brand build successful advertising and digital marketing campaigns on Amazon so you can increase traffic and conversions, which will in turn increase your revenue

Global Ecommerce Weekly News: 27th September 2022
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Global Ecommerce Weekly News: 27th September 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon drives renewable energy push with 71 new projects Amazon is planning to add 2.7 gigawatts of clean energy capacity through a couple of new projects as the company attempts to use 100% renewable energy by 2025. The ecommerce business will soon have a total of 329 renewable energy projects, generating 50,000 gigawatt hours of clean energy, which is equivalent to powering 4.6 million US homes every year. [Read more on Reuters](https://www.reuters.com/business/sustainable-business/amazon-drives-renewable-energy-push-with-71-new-projects-2022-09-21/) Amazon launches Prime Early Access Sale Amazon is launching a new 2-day shopping event for its Prime members only, beginning on the 11th of October. Across 15 countries, Prime customers will have access to the shopping event, with thousands of deals on offer globall, ranging from fashion to electronics to essentials. The event has the purpose of giving Prime users the chance to spread the cost of items over the winter months, 6 weeks ahead of Black Friday. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/26/prime-early-access-sale/) --- Other Marketplace News --- Shopify unveils new localisation tool Shopify is launching a new localisation tool, called Translate & Adapt, which works with Shopify Markets to offer localisation for sellers who are looking to expand into new markets. The tool translates a user’s online store into different languages, including product pages and information pages. Merchants are also able to create different shipping terms for each market using the new tool, which allows international expansion and offers a more localised consumer experience, unveiling new potential. [Read more on Ecommerce News](https://ecommercenews.eu/shopify-launches-new-localisation-tool/) Etsy is set to invest hundreds of millions into its marketing platform Etsy CEO claims that the company is on route to spend more than $570 million USD on marketing this year. Even during a time of macroeconomic pressure, inflation and rising interest rates, the company is preparing itself and its sellers for the upcoming holiday season and is focused on retaining interest from buyers. [Read more on Yahoo News](https://uk.news.yahoo.com/etsy-600-million-on-marketing-ceo-154054219.html) --- Other Ecommerce News --- Meta looks to cut costs by 10% in the coming months Meta employees are facing job redundancies as the company plans to cut its costs by 10% over the next few months. Meta reported a 22% YoY increase in costs and expenses, totalling over $20 billion USD. The cuts are expected to come in the form of job redundancies as a result of department reorganisations rather than formal layoffs. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/22/meta-to-slash-costs-by-10-over-coming-months/) DHL teams up with Quadient to offer smart locker deliveries in the UK DHL and tech company, Quadient, have partnered to offer smart lockers parcel pick-up throughout the UK. The new contactless, secure locker stations will give recipients more choice and flexibility to receive their parcels at a time and location best suited to them. The partnership plans to install 500 locker stations across the country by the end of 2022. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/21/dhl-partners-with-quadient-to-offer-smart-locker-delivery/) The online fashion market is set to be worth nearly $170 billion USD in 2025 The European online fashion retail market is set to grow 50% by 2025, with an online turnover of $170 billion USD, which is 33% of the retail branch’s total. Cross-border marketplaces prove to be the largest drivers of this growth, with online websites and apps like Vinted largely pushing the market’s online growth. Zalando recently became the largest cross-border fashion retailer/marketplace, responsible for 11.7% of the online market’s share. [Read more on Ecommerce News](https://ecommercenews.eu/online-fashion-market-worth-e175-billion-in-2025/)

Top 5 Ways to Prepare for Peak with Google Ads
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Top 5 Ways to Prepare for Peak with Google Ads

Peak season is almost upon us and with all signs pointing to it starting earlier than ever, with Christmas gifting searches now ramping up in August and September, it’s time to start preparing for peak. In this article, we’re sharing our top five tips for planning and preparing for peak season with Google Ads and the strategies required to get your Paid Search ready so you can drive success over this crucial period.

1. Go Early

In 2021, gifting search terms started increasing in popularity in August. The general trend is that people are looking, researching and weighing their options early, so it’s best to start your Paid activity early to ensure that you’re capturing that early research traffic. This will help drive revenue alongside aiding those consumers who are in their research phase.

From 2020 to 2021, spend during Cyber Week actually only rose 2% but in the weeks leading up to it, it increased by 16%. However, Cyber Week is still the biggest period during the latter half of the year, accounting for 23% of all online spend by consumers over peak. Being prepared and starting early will help you to maximise your time during this period.

2. Get Ready for Privacy Changes

 According to Google, 48% of global consumers have stopped buying or using a service due to privacy concerns. Privacy is front of mind when consumers are shopping online and we know that Google is phasing out 3rd party cookies in 2023. This is going to make it much harder to track users online and it’s something that brands need to think about this now – waiting isn’t an option.

From a Google Ads point of view, you want to ensure you have set up the Google Ads tag across your site and have enabled ‘Enhanced Conversions’, which ensures all conversions are tracked and allows you to monitor other actions such as ‘Add to Cart.’ This is relatively easy to set up, especially if you use ‘Google Tag Manager’.

It’s also vitally important that you build up your first-party data during this time as this is data you own and it can be used when targeting consumers that have provided your brand with their email address. Pattern’s own experience shows that by segmenting and using first-party data, you can see a 10% improvement in revenue and ROI.

3. Ensure Consumers Can Discover your Brand

A full-funnel approach is now more important than ever as consumers become more discerning and have more choices than ever of where to shop.

Pattern has seen success with Google Ads’ ‘Discovery Campaigns’ (image-based ads that appear on Google platforms such as Gmail and the Google app), which have driven success both from a traffic and revenue perspective.

The performance of these campaigns is significantly enhanced by adopting a segmented and nuanced approach to first-party data and incorporating these into your campaigns. Other options for a full-funnel approach include YouTube and testing bidding on keywords that are more representative of the research phase. (e.g. ‘best baby clothes’ for a baby clothes brand)

4. Get Moving with Performance Max

Earlier this year, Google announced that they were moving away from Smart Shopping and launched Performance Max. This is a new campaign type that incorporates features and placements from Smart Shopping but expands them onto other platforms such as Gmail but also alternative creative options, such as images and videos.

Since Google has already started automatically upgrading Smart Shopping campaigns to Performance Max, expect to see some fluctuations in the first 2 weeks following the switch over but results generally seem positive. We recommend upgrading sooner rather than later to limit any potential impact to peak period.

5. Flight Budgets Accordingly

Peak period will be even more competitive than in 2021 and you’ll need your budgets to support this period, we recommend boosting budgets in October to start capturing that early peak traffic. As we enter November and the Cyber Period, start early and make sure you are capturing those consumers looking for early bargains, ensuring you are being nimble in your optimisations and reacting to the data that you are seeing.

Overall, peak period is vital to help drive your sales and by preparing early, you will see strong results and drive success for your brand. If you want to discuss how your brand can navigate this next peak period, contact us to discuss your options with our performance team now.