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:
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:
Let’s dig into the data.
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.
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.
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.
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.
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.
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.
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Entering the ecommerce landscape is a huge undertaking for any brand—it usually requires a large investment in resources and expertise to really be successful. Any brand can quickly get in over their heads trying to navigate the nuances of SEO, fulfillment and logistics, distribution control, listing optimization, and meeting the numerous other requirements and administrative tasks to show up well on marketplaces.
Unfortunately, because it’s so easy for third party, gray market, and unauthorized sellers to obtain and sell products online, many brands find themselves pressured to execute an ecommerce plan without the right resources to succeed on marketplaces and their other channels.
So, for brands looking to enter the ecommerce space or improve their current and future performance, it makes sense to partner with an ecommerce consultant.
Pattern’s global presence and proven success with hundreds of brands has allowed us to develop highly effective ecommerce consulting services. We can guide your brand to navigate issues both large and small in marketplaces worldwide. To maximize your ecommerce efforts, you’ll need to understand what an ecommerce consultant does and how to select one who drives the right value for your brand and products.
An ecommerce consultant is a specialist in the ecommerce space who can give you personalized guidance on how to market your products and grow their presence on digital marketplaces.
An ecommerce consultant should be able to analyze your brand, audience, category, opportunity, and current roadblocks and help you understand how to utilize your resources (or what resources are missing) to be most effective in capturing your opportunities in the ecommerce space.
Not sure how to evaluate a consultant? Here are 4 key attributes to look for as you make your choice.
At Pattern, we prioritize brand obsession for a reason—we know that a brand-centered mindset makes a crucial difference in the outcomes and results our partners achieve. So in our experience, when you begin your search for an ecommerce consultant, it’s important to look for a partner who is specialized in ecommerce, invested in the product, and passionate about helping brands build and improve their strategies. Typically, this means finding someone that consults exclusively for ecommerce marketplaces, rather than choosing a consultant who offers many different services.
It’s also important to avoid choosing a consulting partner who can’t deliver the right experience for your brand. The best indication of whether your potential consultant can do that is to review their history, data, and results with other brands. Ask if they’ve helped others in your selling category, if they’ve solved specific issues your brand is facing, and why they feel you are a good fit. The key is to leave the conversation feeling confident that you understand your consultants’ capabilities and whether or not they match up with your needs.
It’s best to pick a consultant who knows how to guide a brand onto and through multiple marketplaces worldwide. You’ll want to take a look at your long-term strategy and think about the regions and platforms you’re currently on and where you might want to take your brand in the future. If your consultant is truly great at what they do, they’ll be able to help you perform well enough with your current product roadmap that it’ll be a no-brainer to expand your presence at the right time.
The most effective partnership with an ecommerce consultant will be able to give you both recommendations and point you to solutions for making those changes in your planning, processes, and execution. Your time and money is valuable, so you want to make sure that you’re spending it as efficiently as possible as you follow your consultant’s advice. So, before you commit to an ecommerce consultant, ask about the resources and concrete solutions they typically recommend to the brands they work with.
Finding an ecommerce consultant that checks the boxes can be a difficult task. At Pattern, our entire focus and drive centers around giving brands the tools and resources they need to succeed on domestic and international ecommerce marketplaces.
With over 100 global ecommerce consultants across 10 global offices, we have the right tools to partner with brands across the world to achieve better ecommerce success. We give specialized advice, then make sure our partners have all the adequate SEO, social media, CRM, Amazon multi-channel fulfillment services, and ecommerce outsourcing services they need.
Interested in ecommerce consulting services? Set up a call here to learn what Pattern can do for your brand on global marketplaces.
If you’re interested in expanding your brand internationally, you’re probably familiar with Tmall. Tmall is Asia-Pacific’s (APAC) largest marketplace, and indisputably the biggest ecommerce powerhouse in the world. It represents a huge opportunity for many brands, but entering the space is also a big challenge to take on.
At Pattern, we recommend brands looking to enter international markets should first focus on dialing in their domestic presence. Once you’re satisfied that your brand is well-represented and optimized locally, you’re ready to think about tackling new regions, like APAC, and launching on marketplaces like Tmall. Our top advice for entering Tmall is to understand and strategize around its three most important metrics: service, delivery, and content.
Service, delivery, and content ratings are the three elements that make up Tmall’s Detailed Seller Rating (DSR) score. Each component is scored on a scale of 1-5 that is displayed publicly on your brand’s Tmall flagship store page. This is meant to help consumers decide whether or not to purchase your products.
DSR scores are important because they’re highly influential in driving conversions—customers see DSRs as a way to quickly understand if a brand is trustworthy and worth buying from. They also matter quite a bit to Tmall itself—they monitor these scores and will take action to close flagship stores with low scores.
Let’s go over each element of the DSR score and some steps you’ll need to take to achieve high ratings.
Service is a huge ecommerce component in APAC marketplaces. In most other regions, product listings are static, and consumers use content and reviews to make a decision about what to purchase. On Tmall, consumers want to interact with your brand and test its validity before buying—each transaction takes at least one human interaction to convert.
So, to get a great service rating, you’ll need to have a large, established customer service team dedicated to Tmall sales that can offer real, human touchpoints and very fast response times. To get an idea of the speed your agents should be capable of producing, in our Tmall benchmarking exercise, 92.5% of brands’ customer service agents replied to queries via live chat within 30 seconds, 5% replied within one minute and the remaining 2.5% of brands took longer than a minute. So, look for a Trade Partner (TP) that has enough resources to compete with those numbers, support your sales, and maintain a good DSR score.
Another thing you’ll really want to focus on is a high-quality delivery experience for consumers. As in other regions around the world, Tmall consumers have high expectations for their delivery experience. In our Chinese consumer polling report that targeted consumers buying from Tmall Global, we found that 6% expected same-day delivery, 15% expected next-day delivery, and 46% expected 2-5 day delivery.They want to receive their products fast and they want the products to be undamaged and pristine upon arrival.
So, to achieve a high score for your delivery capabilities, we highly recommend partnering with a TP or ecommerce accelerator like Pattern (which serves as a TP) who has the ability to facilitate your distribution. Make sure your TP has the right infrastructure in place to support high-quality logistics experiences for all of your consumers—they should have an established, well-oiled delivery process in place and the capability to fluidly add you to their current fulfillment system.
As in every digital marketplace, content is a huge component of the decision-making process for consumers on Tmall—they can’t touch your product with their hands or see it in person before buying, so it’s important they’re empowered to make a good decision on whether or not to purchase based on the videos, images, and copy.
The goal is to make all of the content and relevant information on your flagship site easily-accessible—consumers should be able to visit your page and make a decision about whether or not to buy without navigating to a new site/page and taking their conversions with them. Images with text and extensive product details are a great way to do this, as well as making sure your service team can speak to all aspects of your product with any consumers (via text or chat).
As the world’s foremost brand partner for ecommerce acceleration, Pattern truly understands the significance of international expansion. With regional offices around the world, Pattern knows how to successfully launch and grow brands on Tmall and other marketplaces, with the data, insights, and marketplace intelligence to build the metrics that matter.
It’s important to have a fantastic brand presence, a knowledgeable guide, and a clear go-forward strategy for your best chance at success. With our in-country resources, expert teams, and extensive experience in growing brands around the globe, Pattern can help you get there.
Set up a call to get your international expansion strategy in motion.