Father’s Day E-Commerce Strategies: How to Identify the Right Target Audience

Father’s Day is one of the key seasonal campaigns where sales volumes significantly increase. However, leveraging this opportunity today means more than just offering a discount or promoting a product — it’s about understanding your audience and building emotional connections.

In today’s competitive environment, identifying the right target audience is a must to use your budget effectively and boost conversion rates.

What Do the 2024 Insights Tell Us?

• Father’s Day e-commerce revenue in Turkey increased by 32%.
• The average cart size ranged between 2,500 – 3,500 TRY.
• 67% of consumers said they planned to buy a Father’s Day gift.
• In the EMEA region, Google data showed a 22% rise in purchase intent and a 34% increase in ad investments.

1. Target Gift Givers — Not Just Dads

Although the campaign seems to focus on “fathers,” most purchases are driven by different profiles:

• Women aged 18–35 (especially daughters and spouses)
• Young adults who value family gifting
• Loyal customers from CRM segments
• Adults shopping for themselves

💡 Strategic Insight: On Meta and Google Ads, create custom audiences like “parents,” “active shoppers,” or “users with gift-buying intent.” Use Customer Match to retarget existing users and expand reach with lookalike audiences.

2. Enrich Demographics with Behavioral Segmentation

Demographics (age, gender, income) are just the start. Behavioral and psychographic data take your targeting to the next level. During Father’s Day, users often behave in three main ways:

• Last-minute shoppers: Prioritize fast delivery guarantees
• Deal seekers: Stay alert for promotions
• Emotional buyers: Respond to message tone and storytelling

Yandex data: 71% of users recall ads better on mobile; 53% are likely to buy from in-app experiences. Google data shows increased views of gift-related content on YouTube.

💡 Strategic Insight: Use CRM and first-party data to segment app users and reach them with push notifications and personalized banners. While app users are closer to purchase, YouTube audiences watching “gift ideas” content are still in the discovery phase — ideal for awareness-stage video ads.

3. Match Product Types with Buyer Profiles

💡 Strategic Insight: Tag “Father’s Day” collections in your product feed. Use “Father’s Day Best Sellers” for campaign targeting and remarketing. Don’t forget to retarget visitors who browse these collections.

Google also reports that 79% of gift-related searches are non-branded — showing that users are still undecided. Inspirational content like gift guides or curated collections plays a critical role at this stage.

4. Retarget Using CRM and Past Campaign Data

• Users who viewed or added items to cart but didn’t purchase
• Shoppers from past Father’s Day campaigns
• Customers who’ve purchased from men’s gift categories
• Dormant users with reactivation potential

💡 Strategic Insight:

• Use RLSA in Google Ads for more aggressive bidding
• Create lookalike audiences in Meta to scale retargeting
• Send personalized emails like “You bought this last year…” to increase loyalty and cross-sell

Conclusion

Success in Father’s Day campaigns comes not just from what you sell — but who it’s for, when, and how it’s offered. These targeting strategies go beyond budget efficiency to generate real business results:

• Focusing on gift-givers improves emotional engagement and CTR
• Behavioral segmentation enables personalization and higher conversions
• Matching products with buyer profiles ensures better ad spend returns
• CRM-based retargeting reduces CAC and improves CLTV

With this segmentation-first approach, you can:

• Acquire higher-quality traffic at lower costs
• Engage users with high purchase intent at the right time
• Turn campaigns into loyalty-building brand experiences

👀 Still wondering where to start your Father’s Day campaign? The first step might be redefining your audience.