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The Ultimate Father's Day Playbook
The best way to inject freshness into your ads (without building anything new!)
natasha Barwell
May 22, 2025
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In today’s newsletter
Holiday Playbooks - Father’s day playbook
How Bon Bon Bon turned a 650 sq. ft. shop to a multi-million dollar omnichannel brand
20 common UX mistakes killing your conversions
Why some campaigns succeed and others fail
Let's dive into it!👇
Holiday Playbooks - Father’s day playbook
Heyy!
Don’t sleep on Father’s Day.
It doesn’t move volume like BFCM, but it’s one of the easiest “excuses” to inject freshness into your ads, emails, and website, all this without building anything new.
Here’s your lightweight playbook:
What to offer?
Bundle existing SKUs under a giftable offer (shave kits, “dad sleep” kits, snacks, tools, etc.)
Give it a name: The Dad Pack, Father’s Day Fuel, The Most Comfortable Gift Ever
Free expedited shipping is more persuasive than a 10% discount here
Offer a gift card (with a bonus) for last minute shoppers
Where to promote it?
Dedicated landing page with a Father’s Day gift banner
Replace one homepage block with a Father’s Day callout
Make sure retargeting ads and email banners reference the event
Consider Amazon creatives or A+ banners with Father’s Day language
What kind of emails to send?
Gift guide roundup with bundles, budget tiers, or gift card option
3-day last chance email flow with a free shipping push
A “Forget a Gift?” plain-text email 2 days before the date
This is your starter pack. Test out more things as you go!
What tone to use?
This depends on your brand, the kind of angle or tone you would like to use, but I do suggest testing out emotional or witty angles depending on what you sell.
Go emotional: “Give Dad the rest he deserves.”
Or witty: “He doesn’t need another tie.”
-Ibrahim
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How Bon Bon Bon turned a 650 sq. ft. shop to a multi-million dollar omnichannel brand
If you haven’t listened yet, this week’s DTC Daily episode features Alexandra Clark, who shares how Bon Bon Bon grew from a 650 sq. ft. shop to a multi-million dollar omnichannel brand by choosing long-term success over quick wins.
Top Takeaways from the episode:
✅ Retail created connection, online delivered insights
✅ Monthly syncs kept both channels aligned
✅ Pausing sales helped scale without losing quality
Catch up on the episode here: [Watch on YouTube]
20 Common UX Mistakes Killing Your Conversions
I stumbled across something that made me check my own site twice.
Turns out, we're all guilty of "dark patterns" without even knowing it. Little UX tricks that feel harmless but slowly erode trust.
The scary part? Your customers notice. They just don't say anything.
Three Dark Patterns That Hit Close to Home
1) Fake "Recommendations For You"
Those "Just for you" suggestions? —> Half the time they're the same bestsellers for everyone.
Quick test: Open incognito. Still the same products? Customers smell fake personalisation instantly.
2) The Guilt Trip Removal
"Are you sure you want to remove this item?" —> That extra friction doesn't save sales. It kills return visits.
3) Pre-Checked Add-Ons
Protection plans quietly selected at checkout —> 45% abandon their cart when they spot sneaky price jumps.
The Kicker?
These are just 3 of the 20 dark patterns most eCommerce stores use without realizing.
Some are obvious (like fake countdown timers). Others are so subtle you'd never catch them.
But your customers do. And it's costing you repeat buyers.
Why some campaigns succeed and others flop
This post on r/FacebookAds breaks down why your Meta ads might not be scaling.
It’s not short, packed with real talk, specific angles, and actual campaign structure breakdowns. Absolute value packed!
Would highly recommend reading the entire post.
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Have any questions that you need help with?
Ask here - Look out for Friday’s issue where Ibrahim will answer them.