Dads and Grads: A Look At Father’s Day and Graduation Shopping Plans

Top Takeaways

  • Over 52% said they will largely buy in person, while over 66% said they will deliver gifts in person.
  • 43% of those buying something for Father’s Day will do their shopping through a mobile device.
  • 47% of those buying gifts for college graduates this year will spend over $100.

InMobi Pulse Summary of Findings

Dads and Grads App Insights

Top Tips for Brands

  • Use Mobile for Product Discovery: As our research highlights, digital channels like mobile are a key way for consumers to learn about and browse for items to purchase for Dads and Grads. For retailers, it’s a good idea to advertise in apps and utilize all available mobile marketing channels to get the word out while consumers are still in research mode. Aim to run these campaigns at least two weeks before Father’s Day and graduation season, as most shoppers buy gifts around two weeks beforehand.
  • Embrace Tactics that Drive In-Store Footfall: Perhaps surprisingly, our research showed that many Dads and Grads purchases will happen in a physical store. Considering that so much shopping has happened virtually over the last 12 months, this is a significant shift. As such, retailers should be sure to embrace tactics that are proven to drive people to physical stores, like in-app advertising that includes dynamic maps based off GPS data.
  • Audience Targeting is Key: Of course, not everyone may be buying for Dads or Grads during this time of the year. As such, it’s imperative that retailers only show their messaging to people who are receptive and who have plans to buy for Dads and/Grads. According to our research, Mobile Spenders are among one of the best audiences to target.

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Matthew Kaplan is the Content Marketing Manager at InMobi (www.inmobi.com)

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InMobi

InMobi

Matthew Kaplan is the Content Marketing Manager at InMobi (www.inmobi.com)

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