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Four Father’s Day 2024 Creative Examples That Would Make Dad Proud

Father’s Day spending could reach $22.4 billion this year, reports the National Retail Federation and Prosper Insights & Analytics. This is the second-highest figure in the survey’s history and on par with last year’s record of $22.9 billion. 

This means marketers must continue pinpointing decision-ready consumers and engaging them with online and offline tactics. Programmatic Direct Mail’s hybrid digital-physical nature makes it an ideal channel for cutting through the online clutter to capture the attention of those shopping for dads. With compelling creative, your postcards can help convert these shoppers. Here are a few best practices for designing PDM postcards to delight dads and dad-lovers this Father’s Day.

1. Make it easier to shop 

Dads are notoriously hard to buy for. In a survey of 2,000 adults, 38% said their father is the trickiest person to shop for, ahead of moms at 15%.

Mizzen+Main addresses this reality in their 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 to their recipient—or let them pick it themselves.

    2. Go sleek and stylish 

    Jewelry shoppers are often used to seeing items on a white background or display case. LAGOS does something a bit different 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. Their offer messaging is polished like their jewelry, with complimentary gift wrapping, free shipping, free extended returns, and options to buy now and pay later. Now, that’s how you stand out!

    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 with a leather belt, wallet, and billfold from the brand.  One area where they’re not kidding around is in their 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 appears to have 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 husband or partner and their fathers or fathers-in-law. In keeping with the old-fashioned look, the offer messaging is straightforward, with the deal and code displayed on both sides of the postcard. They sweeten the deal for Dad with complimentary bracelet sizing, free shipping, and free returns. 

    creative examples of watches

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