Straight to the point
Father’s Day as we know it started in the U.S. in 1910.
Today, it’s celebrated all around the world. Most countries celebrate Father’s Day in June (like the U.S., UK, Canada, France, and India), while others mark it on different dates: March in Spain and Italy, August in Brazil, and September in Australia and New Zealand.
Wherever it falls, the day is about recognizing dads and father figures through gifts, family time, and appreciation. And while it’s not a public holiday in most places, it’s gaining traction in retail, especially in markets like the UK, where sales still lag behind Mother’s Day, leaving room for brands to grow.
It’s also a great time to run campaigns and promotions to increase menswear sales for anyone looking to buy a special gift for their father. With that said, let’s take a look at some Father’s Day marketing ideas to take advantage of the date to boost sales.
Do people buy clothing for their fathers on Father’s Day?
Absolutely! And they’re spending more each year.
In the U.S. alone, Father’s Day spending was projected to hit $24 billion in 2025.
Clothing and apparel consistently rank among the top gift categories. Year after year, clothing remains one of the most-purchased categories for Father’s Day. In 2022, for example, consumers spent an estimated $3.1 billion on clothing gifts for Father’s Day. In terms of category spend it was second only to experiences like dinners or outings.
And many of those transactions have moved online
E-commerce is now the #1 channel for Father’s Day gifts, outpacing department stores. Consumers are turning to online stores for convenience, last-minute purchases, and seasonal promotions. For online clothing retailers, that means Father’s Day is a major sales opportunity!
Top Apparel Clothing Categories for Father’s Day
The most popular product category among consumers purchasing gifts for Father’s Day is greeting cards. Clothing and apparel comes in second, but consumers spend much more on the latter.
And what kind of clothing are people buying? A few types of products stand out:
Neckties and Formalwear
The classic tie hasn’t gone out of style just yet. Retailers still promote ties, dress shirts, and cufflinks, especially for dads working in office settings. Shirt-and-tie bundles and engraved accessories make for easy wins during Father’s Day promotions. And yes, ties are even making a small fashion comeback.
Related: How to Read Suit Size Charts and Find the Perfect Fit
Casualwear and Sportswear
More often, though, shoppers go for everyday wear like polos, tees, hoodies, jeans, and sneakers. Kids often buy gifts that match their dad’s hobbies, like a favorite team’s jersey, outdoor brand apparel, or golf gear. Brands like Nike, Under Armour, and Levi’s see strong June sales from Father’s Day shoppers looking for practical but personal gifts.
Custom and Novelty Apparel
Personalized clothing is booming. Print-on-demand T-shirts with funny slogans, photos, or “#1 Dad” messages are bestsellers every year. Matching dad-and-kid outfits, personalized caps, and novelty aprons also do well with buyers looking for something unique and heartfelt.
Accessories and Add-Ons
Small gifts like socks, belts, wallets, sunglasses, and slippers also sell well, especially when bundled. From affordable combos to high-end accessories, these items make great add-ons or standalone gifts and are a staple in Father’s Day promotions.
Father’s Day Marketing Strategies
Okay, you get it. Father’s Day is a valuable seasonal opportunity, but also a competitive one. You need to be smart with your marketing strategies. Below are several effective strategies (with examples) that you can use to boost Father’s Day sales.
1. Run Father’s Day Promotions
Seasonal discounts are a classic for a reason. Sitewide promos like “20% off all men’s apparel” or targeted buy-one-get-one offers on shirts and polos work especially well in the two weeks leading up to the holiday. Add urgency with limited-time flash sales and free shipping offers which are perfect for last-minute shoppers who need gifts fast. Countdown timers and email reminders also help seal the deal.
2. Create Gift Bundles
Make gift-giving easier (and boost average order value) with ready-to-shop bundles. A shirt-and-tie set, a weekend casual kit with a polo and cap, or a lounge-at-home pack with joggers and slippers gives customers a complete solution in one click. You can also offer mix-and-match bundles to let shoppers pick their own combo for a discount adds flexibility and personalization.
3. Launch Limited-Edition or Personalized Items
People love giving one-of-a-kind gifts, so use that to your advantage. Offering exclusive items, like a limited “Father’s Day 2024” tee or a new colorway of a bestseller, creates FOMO and drives quick decisions. Customization options, like name embroidery or printed messages, make apparel feel more personal. Promote these as “only available for Father’s Day” to build buzz and urgency.
4. Upsell and Cross-Sell the Right Way
Help customers elevate their gift with smart product suggestions. Suggesting socks with shoes, a tie with a dress shirt, or a care kit with sneakers during browsing or checkout can turn a single item into a full look. Show “complete the outfit” suggestions right on product pages or during checkout. These small add-ons add value for the customer and revenue for you.
5. Send Targeted Email Campaigns
Email remains one of the most effective sales tools. Start early with gift guides, then ramp up with segmented campaigns based on customer behavior. Highlight sporty picks for athletic dads, sleek styles for business dads, or outdoor gear for adventure dads. Add cart reminders and “last chance” subject lines the week before to nudge shoppers toward checkout.
6. Leverage Social Media and Influencers
Social platforms are where gift ideas get discovered. Post outfit ideas, quick gift guides, or polls to boost engagement. Partner with dad-friendly influencers to feature your products in relatable, real-life settings. Even micro-influencers can drive conversions when their audience overlaps with yours. Don’t forget to share time-sensitive deals via Stories and Reels.
7. Highlight Convenience and Fast Delivery
As the clock ticks down, convenience becomes a deal-breaker. Offer express shipping or promote “order by this date” messaging for guaranteed delivery. If you have retail locations, push buy online, pick up in store or curbside pickup as last-minute solutions. Make it easy for procrastinators to feel like they nailed the gift!
8. Inspire Early and Guide Often
Many shoppers are stuck on what to buy—so inspire them. Launch your Father’s Day landing page in early May, with categories like “Gifts Under $50,” “For the Stylish Dad,” or “Best-Sellers for Him.” Use quizzes, blog posts, or gift finders to match products with personality types. A little extra inspiration can turn a browser into a buyer.
Keep Your Shopper’s Happy and Their Father’s Looking Sharp
Father’s Day is a sentimental moment, and if you run an online clothing store it’s also a strategic opportunity to shine. With the right mix of promos, personalized offers, smart bundles, and timely inspiration, you can turn indecisive browsers into confident gift-givers. Help your customers find something thoughtful and stylish and help them keep their fathers looking good. Focus on winning the holiday and you’ll be able to build loyalty that lasts long after the gifts are unwrapped.
If you’re looking for more marketing strategies to take advantage of big dates, make sure to check out our 2025 fashion e-commerce calendar.
