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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Sept 27, 2022

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/)
Sept 22, 2022

How an Amazon SEO Agency Should Be Serving Your Brand

If you’re in the global ecommerce space, you are most likely aware of Amazon, and probably selling your products on the marketplace. With over $470 billion in sales in 2021 alone, Amazon stands as the third largest company in the world based on revenue. The ecommerce giant is a household name in the U.S. and working hard to grow its market share across five continents worldwide.

Having your products available on Amazon and being competitive there, though, are definitely two different things. If you want to really succeed on Amazon, you’ll need specialized insight into how Amazon works and how to make it work for you. So, for many brands, it’s a great idea to work with an Amazon Search Engine Optimization (SEO) agency.

At Pattern, Amazon SEO optimization service is one of our key competencies. We understand that technology, data-driven insights and expertise  are the most important tools brands can leverage to win top listing spots on digital marketplaces. With expert teams and years of experience, we help brands conquer the Profitability Death Spiral as they compete with other products and sellers online. We offer Amazon SEO agency services as a core solution to brands that need more resources to get ahead. 

What is an Amazon SEO Agency?

An Amazon SEO agency serves brands by improving their products’ rank and listing performance on Amazon. They make strategic decisions about ad spending and placement that lead to higher traffic, conversions, and revenue for ecommerce brands.

A great Amazon SEO Agency partner will:

Prioritize Your Success

Unfortunately, many Amazon SEO agencies profit in unfair ways from your brands’ perceived success based on the ROAS numbers they provide. This is done through including branded search terms in ROAS reports, which naturally skew listing performance

Let’s say, for instance, your brand is called “Annie’s” and you sell lollipops. Your brand has a very high likelihood of winning the top listing spots on Amazon for lollipop search terms that are paired with “Annie’s,” your brand name. So, SEO agencies will spend your ad money on those terms and report a very high ROAS. 

To avoid scenarios like these, it’s best to look for an agency that either calculates their profits on metrics other than your ROAS scores or weighs branded search terms differently in the performance metrics reports. Regardless of your Amazon SEO agency’s cost structure, you should align onbranded search terms before committing to a scope of work.

Provide Detailed Competitive Insight

A great indicator of a high-quality Amazon SEO agency is the level of insight they can provide into your competitors’ listing positioning and how it compares to yours. Data fanaticism is so important at Pattern that we’ve developed proprietary technology to display this exact information with precise detail for every brand we work with. In fact, you can find our free version here to see how you compare to some of your top competitors based on ASIN.

It’s certainly possible to improve your Amazon search performance with blind spending strategies. But a truly great solution will help you to know where your dollars are at their most powerful and competitive.

Reduce Your Ad Spend Over Time

Amazon’s A10 algorithm prioritizes customer satisfaction—it wants to show consumers the best products that align with their search intent to improve conversions and sales. So, the best way to gain momentum on Amazon is to work on incremental wins. 

Improving your performance on more obscure search terms that align with your customers’ search intent is a great way to increase ROAS for the long term. A10 will reward your success with better rankings on higher-volume search terms and the virtuous cycle can help you conquer your most-coveted listing spots. And the best part? This process of gaining momentum, if done right, will naturally decrease your ad spend over time as Amazon recognizes your value and works with you to keep your products at the top of consumers’ search results.

Amazon SEO Optimization and More

As an Amazon SEO specialist, Pattern knows how to help your brand win better success for long-term profitability on Amazon. With our data-driven tools and brilliant teams of ecommerce experts, we help brands with listing management, content optimization, Amazon ad strategies, and more.

Contact us to learn more about our SEO optimization services.

Sept 20, 2022

Global Ecommerce Weekly News: 20th September 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon to raise pay and add extra work benefits for delivery drivers Following the rise in fuel prices and protests by Amazon workers, the ecommerce giant is raising its delivery drivers’ pay and adding more work benefits. Amazon has mentioned that it will be investing $450 million into rate increases along with an education program and a Delivery Service Partners program. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/14/amazon-to-raise-delivery-drivers-pay-and-add-more-work-benefits/) Amazon announces it will give away shipping software to merchants at no cost Amazon has recently announced that it will be giving ecommerce merchants free software to manage shopper orders on and off its platform as it extends its reach. The ecommerce giant will be ending monthly costs for sellers using Veeqo, a shipping software it recently acquired and instead offer to them a new, free shipping software. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/16/amazon-to-give-away-shipping-software-to-merchants/) --- Other Marketplace News --- Walmart unveils new virtual fitting rooms In an effort to drive clothing sales, Walmart has launched virtual fitting rooms while competitors reduce spending amid the cost of living crisis. The virtual try-on tool can be used by Walmart customers to virtually measure the clothing items and see how the products would look on them. Shoppers will now be able to see how over 270,000 clothing items on Walmart’s ecommerce site would look on their bodies. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/15/walmart-launches-virtual-fitting-rooms-to-drive-clothing-sales/?utmsource=Retail+Gazette+Subscribers&utmcampaign=2da7f0f8f8-EMAILCAMPAIGN202209150742&utmmedium=email&utmterm=0d23e2768b6-2da7f0f8f8-61040615) THG slashes sales and profit expectations The Hut Group has slashed its forecasts for 2022 as rising interest rates, inflation and energy costs take a toll on consumers. Previously, THG estimated its sales growth to be between 22-25% but after a recent evaluation, has lowered this prediction to between 10-15%. Initial predictions did not take into account the negative effects of ceasing sales in Russia and Ukraine along with the impact that the cost-of-living has had on consumer spending. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/15/thg-slashes-forecast-as-cost-of-living-crisis-hits-consumers-wallets/) --- Other Ecommerce News --- DHL and Post Office team up to provide click and collect services Through a partnership between delivery company, DHL and Post Office, a new click and collect service is to be tested at Post Offices before rolling out to over 1000 branches across the UK. Online shoppers will now have the option of choosing their local Post Office as a collection point, and DHL will fulfil the delivery aspect, opening up networks for both parties. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/14/post-office-partners-with-dhl-express-to-provide-click-and-collect-services/) US consumer watchdog plans to further regulate the BNPL sector The US Consumer Financial Protection Bureau (CFPB) has raised concerns regarding the collection of consumer data and the fast-growing nature of the BNPL sector, which includes companies such as Affirm and Klarna. The CFPB is worried that these companies could be negatively impacting consumers’ financial health and aims to put better regulations in place to ensure consumers are safe and empowered. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/16/us-consumer-watchdog-to-start-regulating-bnpl-sector/) Japanese ecommerce market estimated to grow by 6.9% in 2022 The ecommerce market in Japan, largely dominated by domestic online retailers including Reakuten and Mercari, is set to reach $194.3 billion USD in 2022, after seeing an annual compound growth rate of 5.2% between 2018 and 2021. This makes Japan the fourth leading ecommerce market globally, following China, the US, and the UK. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/13/japan-ecommerce-market-to-grow-by-6-9-in-2022/) Ecommerce brands are spending more on TikTok ads TikTok may soon be surpassing Facebook and Google as the most lucrative advertising channel, with ecommerce brands spending 60% more on TikTok ads in Q2. Facebook is still ahead as the top choice for ecommerce advertisers but only grew by 5.6% from Q1, while Google grew 20.5% in Q2, and Snap declined 10.8% in Q2. [Read more on SearchEngineLand](https://searchengineland.com/ecommerce-brands-spent-60-more-on-tiktok-ads-in-q2-387876)