In 2024, consumers spent a record $22.4 billion on Father’s Day gifts, continuing the trend of increased spending for this special occasion.1 As Father’s Day 2025 approaches, advertisers have a prime opportunity to connect with consumers eager to show appreciation for the dads in their lives.
Now is the time to plan your omnichannel campaign to reach and engage key customer segments shopping for Father’s Day gifts. Whether it’s children looking for the perfect gift for their dad, spouses buying for their partners, or even dads treating themselves, here are the top audiences to target and the best channels to reach them.
Spouses and partners are one of the most valuable audiences to target for Father’s Day. Women in particular tend to drive household purchasing decisions and are often the ones selecting gifts for their husbands. Brands selling apparel, tech gadgets, or experience-based gifts should prioritize reaching this audience.
For example – a custom-built “Gift-Giving Spouses” audience would allow you to reach women aged 25+ with purchasing behaviors that indicate frequent gift-buying tendencies.
Millennials and Gen Z shoppers are willing to spend big on Father’s Day. In recent years, consumers aged 25-34 led in spending, with many buying gifts not just for their fathers but also for their spouses who are dads. This group is more likely to shop online and look for personalized or subscription-based gifts.
For example, you could build a targeted audience of young adult children who have previously purchased popular Father’s Day gifts such as electronics, apparel, and outdoor gear, making them an ideal audience for your campaign.
Surprisingly, dads are also a key segment for Father’s Day marketing. Many dads take the opportunity to buy something special for themselves, whether it’s new tools, sports gear, or luxury items. Studies show that self-gifting is a rising trend across all major holidays, including Father’s Day.
Consider an audience segment of “Self-Gifting Dads”, which focuses on men aged 30-55 who have shown purchase intent in categories like outdoor equipment, tech, and fashion.
Choosing the right marketing channels for your Father’s Day campaign is crucial. Here are four of the most effective options to engage your audience and drive conversions.
Email marketing remains one of the most powerful ways to reach consumers, with personalized campaigns driving high engagement. Brands can use targeted email lists to reach spouses, children, and dads with tailored messaging and exclusive offers.
Pro Tip: Try acquisition email campaigns to expand your reach. These campaigns allow brands to send promotional emails to new potential customers who match their ideal Father’s Day shopper profiles.
Social media is a key platform for Father’s Day marketing, with many consumers turning to Instagram, Facebook, and TikTok for gift inspiration. Targeted ads, influencer partnerships, and user-generated content can all play a role in boosting engagement.
Pro Tip: Leverage Instagram and TikTok shopping features to allow consumers to purchase gifts seamlessly through social media platforms.
With CTV usage continuing to rise, advertisers are investing heavily in digital video ads. Running targeted CTV campaigns on platforms like Hulu, Roku, and YouTube can help brands reach shoppers while they are actively engaged in watching content.
Pro Tip: Use CTV retargeting to follow up with viewers who have shown interest in Father’s Day gift categories and encourage conversions.
Display ads are a great way to build awareness and drive high-value traffic to your website. These ads can be targeted based on consumer behavior, ensuring they reach individuals actively browsing for Father’s Day gifts.
Pro Tip: Use retargeting display ads to remind shoppers of products they have viewed and offer limited-time promotions to drive urgency.
Off-the-shelf audience segments may not always align with your marketing goals. A custom audience allows you to refine your targeting strategy by leveraging rich consumer attributes and behavioral insights.
At Data Axle, we build custom audiences using hundreds of data sources, including purchase history, online browsing behavior, and demographic insights. By using a custom audience, you can personalize your messaging and maximize the effectiveness of your Father’s Day campaign.
Father’s Day 2025 presents a significant opportunity for brands to connect with high-value consumers. By targeting the right segments and leveraging the most effective channels, you can drive engagement and maximize sales during this key holiday shopping period.
Ready to build a winning campaign? Contact Data Axle to get started with the right audience strategy today.
1 https://www.statista.com/statistics/438078/us-father-s-day-expenditure-by-category/
As Content Marketing Manager, Natasia is responsible for helping strategize, produce and execute Data Axle's content. With a passion for writing and an enthusiasm for data management and technology, Natasia creates content that is designed to deliver nuggets of wisdom to help brands and individuals elevate their data governance policies. A native New Yorker, when Natasia is not at work she can be found enjoying New York’s food scene, at one of NYC’s many museums, or at one of the city’s many parks with her two teacup yorkies.