Bill Bortz, Resident Storyteller/Sr. Director Consumer Insights and Market Research at PlaceIQ
Here at PlaceIQ, we often speak of past events as indicators of future behavior. As America prepares to celebrate all of the Dads out there this year on June 16th, we thought we’d take a look back to see what happened last year to give us some clues as to where Dad will be honored in 2019 on this high-growth holiday.
The National Retail Federation (NRF) says that this year nearly half (49%) of the US population will do a special outing for Dad. Many of these outings – visible via PlaceIQ’s own Landmark data – appear to be meals out with the family.
Last year, we learned that Dad likes to be treated to a hearty meal on his special day. Steakhouses topped the charts: Texas Roadhouse saw a nearly 50% boost over its normal per-location foot traffic. Other Steakhouses were also a big hit. Go for the Rib Eye this year, Dad – you’ve earned it!
Another category that sees a nice bump in the week leading up to Father’s Day is Sporting Goods Retailers. PlaceIQ research shows where Mom and the kids will likely go to find the perfect gift for Dad. The below chart shows four of the bigger Sporting Goods players, and the boost in visits that they see the week up to Dad’s big day.
We’re wishing all the Dads out there a very happy Father’s Day this year! Don’t hesitate to reach out to us at firstname.lastname@example.org with any questions about audiences like these. We’re always available to help you most effectively activate your brand to the right audience!