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It is predicted that Australians will show their appreciation for dad (or those in a similar role) by spending a staggering $820 million on Father’s Day gifts in 2024. With alcohol and food (34%), clothing, shoes and sleepwear (15%) and books, games and music (15%) the top three gift categories of choice.* This significant expenditure presents a prime opportunity for marketers and businesses to tap into the gift-giving spirit and capitalise on this key period, reaching already engaged audiences to drive sales.
As Father’s Day fast approaches on the 1st of September, businesses are scrambling to understand what drives consumer behaviour. As a leading digital marketing agency in Australia and New Zealand, we’ve analysed Google search trends and TikTok hashtags to uncover surprising insights into this year’s Father’s Day gifting habits. Our research reveals a fascinating intersection of search and social media, offering valuable lessons for marketers and businesses alike.
According to The Australian Retail Association, over 800,000 Australians have been searching for Father’s Day gifts earlier this year, meaning companies need to be way ahead of the game on all channels. Through user testing, we found this year’s focus was mainly on physical gifting ideas and unique experiential packages.
Google Search: Making Memories
Google search data reveals a focus on experiential gifting when it comes to Father’s Day, with queries like “Father’s Day activities” and “fun things to do with your dad” increasing by 20% YoY. This shift towards experience-based gifting presents opportunities for businesses to capitalise on unique experience offerings, such as wine tastings or outdoor adventures.
Unlike traditional search engines, TikTok utilises its hashtag, keywords and music and video scanning functionalities to promote content to users searching for specific topics. Through our own user testing, we found this…
TikTok Trends: A Reflection of Emotional Connection
TikTok’s top Father’s Day hashtags, including #FathersDay and #HappyFathersDay #FatherDaughterLove showcases heartwarming moments of family connection. This emphasis on emotional storytelling highlights the importance of authenticity when planning your marketing campaign for Father’s Day. Brands can leverage user-generated content and influencer partnerships to create relatable, feel-good campaigns targeted towards dads or any father figure in that role.
The Intersection of Search and Social
Our research reveals a striking correlation between Google searches and TikTok trends. As search queries for “Father’s Day gifts” increase, so do TikTok views for gift-related content. This symbiotic relationship underscores the need for a cohesive search and social strategy, ensuring brands are visible and engaging across both platforms.
Key Takeaways for Marketers
- Experience-based gifting is on the rise: Promote your offering for unique experiences and activities that create lasting memories with loved ones. And for all those last minute shoppers, a voucher is the perfect solution!
- Emotional storytelling resonates: Leverage authenticity and user-generated content to create relatable campaigns.
- Search and social are intertwined: Develop a cohesive strategy that bridges both platforms.
- Influencer partnerships are key: Collaborate with TikTok creators to amplify brand messaging and reach. We would love to work with you and your business to create the perfect partnership.
- Data-driven insights drive success: Continuously monitor search trends and social media analytics to inform marketing strategies.
By understanding the intersection of search and social, businesses can develop effective Father’s Day marketing campaigns that resonate with consumers.
With specialist SEO services in Melbourne and Auckland, at Zib Digital, we help brands navigate the challenges of digital marketing in a saturated market, unlocking opportunities for growth and success.
Stay ahead of the curve with Zib Digital’s expert insights and guidance. Contact us today to elevate your digital marketing strategy.
*Source: Australian Retail Association 2024.
