Father’s Day shoppers spent a whopping $22.4 billion in 2024. From special outings ($4.5B) and clothing ($3.5B) to gift cards ($2.9B), electronics ($2.4B), and personal care products ($1.6B), consumers are eager to celebrate the father figures in their lives.
For retailers, this is a golden opportunity. The key? Reaching decision-ready consumers with the right message at the right time. Programmatic direct mail (PDM) bridges the digital and physical worlds, cutting through online noise to deliver tangible, high-impact marketing that drives action.
With the right strategy and creative, your brand can stand out and inspire consumers to make a purchase. Here are some best practices for designing high-converting direct mail postcards that will make this Father’s Day one to remember.
1. Make it easier to shop
Dads are notoriously hard to buy for. Mizzen+Main hits this relatable pain point in this Father’s Day postcard, asking, “Don’t know what to get for dad?” The clothing retailer offers 20% off a regular-price purchase of $130, in-store or online, without stipulating the need to buy a particular type of item. This allows shoppers to choose something specific for dad—or let him pick out a gift himself.
2. Go sleek and stylish
Jewelry shoppers are often used to seeing items on a white background or display case. This LAGOS postcard stands out with its silver-on-black slate color palette. The “high-impact” jewelry styles sparkle and show a wide range for various tastes, which consumers can browse by scanning a QR code. The offer messaging is polished like its jewelry—with complimentary gift wrapping, free shipping, free extended returns, and options to buy now and pay later.
3. Don’t be afraid to “kid” around
Michael Kors’ Father’s Day postcard is similar to what we liked about Blue Nile’s Mother’s Day postcard—it features a child. In this case, the child is playing with his father, who sports a suede bookbag that could be a play on a child’s school bag. The postcard continues this juxtaposition on the back with toy cars placed alongside a leather belt, wallet, and billfold from the brand. One area where its not kidding around: an offer for free two-day shipping and a QR code for easy browsing and carting.
4. Go old-school
This postcard from the jewelry brand Bulova has a vintage style that makes the viewer question if the model is a modern-day dad or one from decades ago. It works either way for shoppers looking for gifts for a father figure in their life. In keeping with the old-fashioned look, the offer messaging is straightforward, with the deal and code displayed on both sides of the postcard. The brand sweetens the deal with complimentary bracelet sizing, free shipping, and free returns.
Want to reach decision-ready Father’s Day shoppers?
Our team of performance marketing experts can help you find and engage Father’s Day shoppers with high purchase intent using comprehensive online and offline data. Contact us to learn how our customer acquisition and retention solutions can deliver tangible outcomes for your brand.
