June brings with it a host of vibrant events and celebrations that offer unique marketing opportunities for online sellers. In this continuation of our monthly series, we'll dive into significant events and trends that define June in the United States.
From Pride Month to travel season, we'll briefly explore each occasion's history, modern-day significance, and how people celebrate. We'll also share a few marketing tips to help you connect with your audience and boost your sales.
Let’s uncover the potential June holds for your business!
Father's Day
Duration: 3rd Sunday in June (June 16, 2024)
Overview: Father's Day honors fathers and father figures for their contributions to their families and society. It became an official holiday in the United States in 1972, trailing the recognition of Mother’s Day by nearly 60 years. It also trails behind Mother’s day in celebration and spend. According to a National Retail Federation survey in 2023, 75 percent of consumers planned on celebrating Father’s Day with an estimated spend of $22.9 billion. In the same year, 84 percent of Americans planned on celebrating Mother’s Day with an estimated spend of $31.7 billion.
None of this is meant to discredit the holiday and its retail potential in any way. Father’s Day spending continues to increase over time.
Rather, it provides context into how Father’s Day marketing typically works. Where Mother’s Day sales often cover a sweeping selection or products across many categories, Father’s Day sales tend to offer better deals that are focused on more specific products or product categories. Allow this to influence your own marketing strategy.
Insider Tip
- Segment Your Dads: Segmenting your products according to interest or specialty can help you better focus your message and promotion. Finding a balance between targeted interest and obscurity is important in this exercise. Consider the following segmentations to help get your started:
- Sport Enthusiast Dads: Focus on sports gear, memorabilia, and tickets to events. Tailor your offerings to popular sports and teams.
- DIY and Handyman Dads: Promote tools, home improvement kits, and workshop accessories. Showcase items that enhance their projects and hobbies.
- Fashion-Conscious Dads: Offer stylish clothing, accessories, and grooming products. Highlight new trends, comfort, and personalization options.
- Outdoor and Adventure Dads: Feature outdoor gear, camping equipment, and travel accessories. Emphasize durability and functionality for outdoor activities.
Rely on your analytics to help you understand consumer behavior and effectively target each segment.
- Address the Procrastinators: A BizRate survey revealed that almost 60 percent of all shoppers planned to make their purchases within two weeks of Father’s Day. A quarter of respondents got their shopping done within 30 days of the holiday, followed by nearly the same amount of respondents who waited until two days before.
- Make your shipping policies clear
- Offer expedited shipping
- Incentivize shopper with free shipping
- Find the Perfect Price: The NRF’s survey results provide a good gauge for how much people are willing to spend on a gift from several major product categories. Use this to price your gift offerings.
- "Dad: A son's first hero, a daughter's first love" - Highlights the special role fathers play in the lives of their children
- "Anyone can be a father, but it takes someone special to be a dad" - Emphasizes the unique qualities and efforts of being a good father
- "A father is someone you look up to no matter how tall you grow" - Emphasizing the lasting influence of fathers
- "World's Best Dad" - A simple and heartfelt tribute
- "Dad, You're My Hero" - Emphasizes admiration and respect
- "Dad, my ATM and my hero!" - A playful nod to the financial support dads often provide while celebrating their heroic qualities
- "Dad, thanks for always saying yes when mom says no!" - A humorous take on parental dynamics
- "World’s best dad (according to mom)!" - Adds a touch of humor by suggesting mom's influence
- "Thanks for the awesome genes, Dad!" - A humorous compliment that credits dad for passing on good genes
- "Dads, proof that not all heroes wear capes!" - A funny twist on the superhero concept, highlighting dad’s everyday heroism
Featured Products:
Pride Month
Duration: June
Overview: Pride Month commemorates the Stonewall Riots of 1969, a pivotal event in the fight for LGBTQ+ rights in the US. Today, Pride Month is a vibrant celebration of LGBTQ+ culture and achievements, promoting acceptance and equality. Modern-day observances include parades, festivals, and various events that highlight the community’s diversity and resilience. These events draw millions of participants and spectators.
Here are some of the biggest Pride celebrations in the US:
NYC Pride is the largest and most iconic Pride celebration in the United States. Festivities include the famed Pride March and PrideFest street fair (June 30, 2024), which together attract millions of participants and spectators. NYC Pride serves as a symbol of LGBTQ+ pride and activism, drawing people from all over the world to celebrate diversity and equality.
Started in 1970, San Francisco Pride is a historic celebration of LGBTQ+ rights. The event features a large parade down Market Street (June 30, 2024), a two-day festival in Civic Center Plaza, and numerous parties and events throughout the city. San Francisco Pride sees nearly one million attendees every year.
Los Angeles Pride, also known as LA Pride, takes place in West Hollywood and is one of the largest Pride events on the West Coast. The celebration includes a parade, a music festival, and a variety of community events. LA Pride is known for its star-studded lineups and vibrant nightlife, making it a major cultural event in Southern California. The event attracts thousands of attendees and highlights the diverse and dynamic LGBTQ+ community in the region.
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Insider Tip: A Gallup study found that more than one in five Gen Z adults, ranging in age from 18 to 26 in 2023, identify as LGBTQ+, as do nearly one in 10 millennials (aged 27 to 42). The percentage drops to less than 5% of Generation X, 2% of baby boomers and 1% of the Silent Generation.
While brands can’t afford to ignore these evolving consumer identities, navigating social issues while upholding core values can be incredibly challenging (e.g., Bud Light and Target). Token gestures like rainbow-themed products or superficial support in June are simply not enough. Brands need to provide consistent and sincere support all year round to avoid appearing opportunistic or exploitative. Here are a few places to start:
- Inclusive Campaigns throughout the Year: Create marketing campaigns that celebrate diversity and inclusivity, featuring stories and voices from the LGBTQ+ community.
- Partnerships: Collaborate with LGBTQ+ influencers and organizations to amplify your message and reach a broader audience.
- Contribute to a Cause: Partner with or donate a portion of your sales to LGBTQ+ organizations. Highlight these contributions in your marketing to show genuine support for the community.
- "Love is Love" - A simple but powerful statement affirming that all forms of love are equal and valid
- "Pride: Resist, Exist, Persist" - Emphasizing the perseverance of the LGBTQ+ community
- "Be Proud of Who You Are" - Encouraging individuals to celebrate their true selves
- "Born This Way" - Celebrating one’s nature, popularized by Lady Gaga's song
- "Love Wins" - A phrase that gained popularity after the legalization of same-sex marriage in the US
- "Proud to Be Me" - Celebrating individuality and self-acceptance
- "Unity in Diversity" - Highlighting the strength found in our differences
- "Celebrate Love, Embrace Identity" - Encouraging love and the acceptance of all identities
- "Live Authentically, Love Unconditionally" - Promoting genuine self-expression and unconditional love.
- "Stand Tall, Love All" - Promoting confidence and unconditional love
Featured Products:
Music Festivals
Duration: June
Overview: Summer music festivals in the US have a rich history dating back to the 1960s, when events like Woodstock became iconic symbols of music and counterculture. Today, these festivals have evolved into massive events that attract global audiences, showcasing a diverse range of musical genres and fostering a sense of community and cultural expression. Festivals like CMA Fest (June 6-9, 2024), Governors Ball (June 7-9, 2024), and Bonnaroo (June 13-16, 2024) are not just about music; attendees often camp on-site, participating in shared experiences and cultural phenomena that influence fashion, technology, and social trends.