This Day On The Street
Continue to site right-arrow
ADVERTISEMENT
This account is pending registration confirmation. Please click on the link within the confirmation email previously sent you to complete registration.
Need a new registration confirmation email? Click here
$1 buys you full access to ALL of TheStreet's Subscription Services! Learn More

Father's Day Can Be a Small-Business Bonanza

NEW YORK ( TheStreet) -- Father's Day is just around the corner, and so is the last-minute gift shopping -- mainly in the home improvement, electronics and bad-tie aisles. But department stores and large discount retailers don't have to be the only ones that profit from shopping for Dad.

Small businesses can make their mark this Father's Day by displaying their uniqueness and offering superior customer service.

Department stores and large discount retailers don't have to be the only ones profiting from Father's Day. Small businesses can also get in on the action.

Total spending for Father's Day is expected to reach $11.1 billion this year. On average, Americans will shell out $106.49 on Dad, 13% more than they spent last year and the most in eight years, according to the National Retail Federation's Consumer Intentions and Actions Father's Day survey, which polled 8,344 consumers between May 3-10.

According to the survey:

  • $2.1 billion will be spent on activities such as golfing, dining out or the movies;
  • $1.4 billion toward gift cards;
  • $1.4 billion on clothing;
  • $1.4 billion on tools and appliances;
  • $1.3 billion on electronics;
  • $653 million on sporting goods;
  • $593 million on automotive accessories.

Still, it's no Mother's Day, on which Americans on average will spend $140.73, the NRF says.

Consumers will be hitting stores and e-commerce sites, according to the NRF survey, spending as follows:

  • 35.2% at a department store;
  • 32.2% at a discount store;
  • 26.9% at a specialty store;
  • 22.1% online;
  • 8.9% at a specialty clothing store.

>>>Retailers Fail To Cash In on Father's Day

Small businesses can get a leg up.

John Nolan, President of Core Marketing Agency and an adjunct professor of marketing at Pepperdine University's Graziadio School of Business, says businesses should:

  • Offer an array of unique merchandise that would appeal to dads (think outside the box);
  • Develop a high level of familiarity with customers;
  • Be resolute in making service remarkable, establishing loyalty.

Even small businesses that have not already captured customers have time to do so via email blasts to established lists and via blog entries, Twitter and Facebook offers. (Storefront banners also work, Nolan adds.)

Baby boomer men are using and adopting technology to connect to their adult children, and small companies can leverage this by using their personal connections and authenticity, says Shauna Axton, strategic planning director for advertising firm Saatchi LA.

"The view is boomers are not tech savvy, when the reality is they really caught up. They're using Facebook and other technologies via their iPads almost as much as younger generations," she says. Since research finds boomers are using Facebook to connect with their family, tailor advertising to that, Axton says.

1 of 2

Select the service that is right for you!

COMPARE ALL SERVICES
Action Alerts PLUS
Try it NOW

Jim Cramer and Stephanie Link actively manage a real portfolio and reveal their money management tactics while giving advanced notice before every trade.

Product Features:
  • $2.5+ million portfolio
  • Large-cap and dividend focus
  • Intraday trade alerts from Cramer
  • Weekly roundups
TheStreet Quant Ratings
Try it NOW
Only $49.95/yr

Access the tool that DOMINATES the Russell 2000 and the S&P 500.

Product Features:
  • Buy, hold, or sell recommendations for over 4,300 stocks
  • Unlimited research reports on your favorite stocks
  • A custom stock screener
  • Upgrade/downgrade alerts
Stocks Under $10
Try it NOW

David Peltier, uncovers low dollar stocks with extraordinary upside potential that are flying under Wall Street's radar.

Product Features:
  • Model portfolio
  • Stocks trading below $10
  • Intraday trade alerts
  • Weekly roundups
Dividend Stock Advisor
Try it NOW

Jim Cramer's protege, David Peltier, identifies the best of breed dividend stocks that will pay a reliable AND significant income stream.

Product Features:
  • Diversified model portfolio of dividend stocks
  • Alerts when market news affect the portfolio
  • Bi-weekly updates with exact steps to take - BUY, HOLD, SELL
Real Money Pro
Try it NOW

All of Real Money, plus 15 more of Wall Street's sharpest minds delivering actionable trading ideas, a comprehensive look at the market, and fundamental and technical analysis.

Product Features:
  • Real Money + Doug Kass Plus 15 more Wall Street Pros
  • Intraday commentary & news
  • Ultra-actionable trading ideas
Options Profits
Try it NOW

Our options trading pros provide daily market commentary and over 100 monthly option trading ideas and strategies to help you become a well-seasoned trader.

Product Features:
  • 100+ monthly options trading ideas
  • Actionable options commentary & news
  • Real-time trading community
  • Options TV
To begin commenting right away, you can log in below using your Disqus, Facebook, Twitter, OpenID or Yahoo login credentials. Alternatively, you can post a comment as a "guest" just by entering an email address. Your use of the commenting tool is subject to multiple terms of service/use and privacy policies - see here for more details.
Submit an article to us!
DOW 17,810.06 +91.06 0.51%
S&P 500 2,063.50 +10.75 0.52%
NASDAQ 4,712.97 +11.1030 0.24%

Brokerage Partners

Rates from Bankrate.com

  • Mortgage
  • Credit Cards
  • Auto

Free Newsletters from TheStreet

My Subscriptions:

After the Bell

Before the Bell

Booyah! Newsletter

Midday Bell

TheStreet Top 10 Stories

Winners & Losers

Register for Newsletters
Top Rated Stocks Top Rated Funds Top Rated ETFs