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- Holiday Playbook: Father's Day Edition
Holiday Playbook: Father's Day Edition
The 4-week strategy to help your customers gift smarter (and spend more)
natasha Barwell
May 15, 2025
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Holiday Playbook – Father’s Day
🎙️ Did you catch our latest podcast? Maurice Bachelor shares key insights!
Don’t break the ads while fixing the site
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Holiday Playbook – Father’s Day
We’re only a month out.
Still early enough to prep.
Close enough that people are starting to think.
Here’s how I’d set it up:
Build your “Gifting for Dad” segment now
If you already have a quiz, add a quick “Who are you shopping for?” question.
If you don’t, tag anyone who bought a gift card, shopped this time last year, or used keywords like “gift” in support convos.
Use this segment in:
A 3 email gifting flow
A warm retargeting campaign
A pop-up that swaps in around Father’s Day
Speak to the buyer—not the dad
Your messaging should help someone else feel smart, thoughtful, and done shopping.
Copy ideas:
“If he’s impossible to shop for, this won’t miss.”
“Tired of gifting socks and mugs? Try this instead.”
“He won’t say it, but he’ll actually use this.”
This is less about features, more about relief.
You’re basically solving gifting anxiety.
Plan your timeline like a launch, not a reminder
A LOT of brands make this mistake of waiting until June 10 and send one sad email.
Instead:
May 27–31 → Early access gift guide (segment: non-dads)
June 7–10 → “Last day for shipping in time” countdown
June 13–15 → “Didn’t buy yet? Send a gift card” digital fallback
If you do this right, you won’t even need a discount.
Add quick wins:
Swap your hero image to mention Father’s Day
Label one bundle as “Dad Pack” or “Best for Him”
Add gift wrap or card for +$4 (even if it’s just a sticker and note)
What’s worked last year?
UGC style videos from buyers who gifted it to their dad
Product pages with testimonials like “Bought this for my dad—he loved it”
Dynamic countdown timers in emails (especially SMS on June 10–15)
Pro Tip: It could be worth testing out a Dad specific campaign that goes out only to Dads. I’m not talking about the “Happy Father’s Day” email. Well, that you can, but I’m talking about the promo emails to Dads. Why? Because they might want to gift something to their Dad as well, so it’s worth testing it out, but obviously, the messaging will need to be different compared to other audience.
Alright folks, that’s it for today!
-Ibrahim
🎙️ Did you catch our latest podcast? Maurice Bachelor shares key insights!
If you haven’t listened yet, this week’s DTC Daily episode features Maurice Bachelor, the founder of Bot-It, with insights on creating a successful automation platform using customer feedback and organic growth.
Top Takeaways from the Episode:
✅ Why customer feedback is essential
✅ How to get organic customers
✅ How to keep going during challenges
Catch up on the episode here: [Watch on YouTube]
Don’t break the ads while fixing the site
THIS IS SO IMPORTANT!!
If you’re running ads and testing site changes at the same time, without telling each other, then you’re basically setting fire to your own performance.
That landing page tweak you made?
It might’ve tanked conversion rate (CVR), but now your buyer’s adjusting bids, ad creative, and audiences trying to fix it. Chaos.
Quick fix:
→ Log changes
→ Share everything
→ Protect performance
This applies to internal teams just as much as agencies.
DTC Gold for Today
1. Dick’s Sporting Goods to Acquire Foot Locker in $2.4B Deal
Dick’s Sporting Goods is set to acquire Foot Locker for approximately $2.4 billion, aiming to consolidate market share and strengthen its omnichannel presence in the athletic and footwear industry.
2. Andie Swim Acquires Basics Brand Richer Poorer
Direct-to-consumer swimwear brand Andie has acquired apparel brand Richer Poorer, marking its first acquisition as it expands into new categories. The move aims to leverage data for customer acquisition and optimize inventory across both brands.
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