eBay reveal the best time to market Father’s Day gifts

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In the lead up to Father’s Day on Sunday the 18th of June, eBay have revealed that nearly one in six of us will be buying our dads metrosexual pressies this year, such as gift sets, grooming items; including razors and beard oil, aftershave and skincare products – second only to alcohol.

However, when it comes to parent power, mum is still the word as eBay data shows that Brits are a nation of planners when it comes to Mother’s Day. Thoughtful gift-buyers spent nearly half an hour searching for Mother’s Day gifts this year, and searches first picked up at the end of February, with nearly 13,000 searches per day on 26th February – a month before the event itself.

When it comes to Father’s Day, Brits tend to leave it to the last minute, with searches only peaking to 13,000 per day on 10th June – just over a week before the event itself.

If you’re selling products suitable for Father’s Day gifts it’s not too late to bang out some email marketing or drop some social posts promoting your products into the mix.

eBay also revealed that on average, Brits spend nearly £25 on Father’s Day gifts – that’s £7 less than they spend on Mother’s Day gifts.

Think about price points for Father’s Day gifts, if you can make up a gift set retailing at £20-£25, it’s probably in the right ball park money wise to attract the largest proportion of shoppers.

The go-to Mother’s Day gift has been revealed as alcohol, with nearly a third admitting they had splashed out on the hard stuff for their mum this year. Father’s Day gifts are a little more varied, aftershave and face masks are a favourite in the health & beauty category and golf-related items, sunglasses and PS4’s also make the grade.

For both events, gift sets are popular, with Brits spending more than half an hour per day searching for these in the lead up to each occasion. However the nation spends two minutes less searching for Father’s Day gifts on their mobile compared to those for Mother’s Day, with Sunday 9-11pm the most popular time to browse.

Sunday evening is a good time to trigger your marketing efforts for Father’s Day to get maximum impact when people are already likely to be browsing for gifts.


“As we approach Father’s Day it’s been really interesting to look at how Britain shops for this event. Gone are the days of defaulting to socks and ties as we get creative with our gifting. We know male grooming is big business and with one in four of us naming well-groomed dads like David Beckham and George Clooney as our male style icons, it’s not surprising Brits are buying Father’s Day gifts to help their loved one emulate their look. On our male grooming hub, Brits can shop a range of brands including L’Oréal, Phillips and Mo’s Bros to find the Father’s Day gift of their choice – whether planning ahead or leaving it a little last minute!”
– Rhian Bartlett, Senior Retail Director at eBay

I actually acquired some products from the eBay mens grooming hub and, having previously eschewed the more expensive brands, am pleasantly surprised at how good the L’Oreal Men Expert products are compared to my normal less prestigious brands. If you’re looking to treat your Dad, eBay are offering Men Expert products at up to 50% off for Father’s Day.

Interestingly and as a side note, when I made a purchase I was reminded that the L’Oreal Men Expert eBay shop is run by our friends at Trojan who we wrote about recently.


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