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No time to brainstorm? No problem. Here are 10 proven Father’s Day marketing ideas to inspire you.

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It may not get the hype of Christmas or Mother’s Day but Father’s Day still drives millions of gift searches, purchases and last-minute shopping trips.&nbsp;In fact, it’s estimated that <a href="https://www.roymorgan.com/findings/australians-to-spend-less-on-fathers-day-amidst-cost-of-living-crunch" rel="noopener noreferrer" target="_blank">eight million Australians</a>1 – or one in three adults – purchase gifts for their dads or father figures every Father’s Day.&nbsp;This year, Father’s Day falls on Sunday, September 7, and it’s the perfect opportunity to drive sales, whether you’re an in-store retailer or ecommerce brand. Here are 10 tried-and-true ideas that you can copy and paste to boost excitement, attract new customers or drive sales.&nbsp;<h2>1 Create a gift guide</h2>It’s true: dads aren’t always easy to buy for – which is why a gift guide is a great idea for Father’s Day. By curating gift ideas based on product categories (say, grooming or electronics) personality types (the sporty dad, the techie dad) or price point (say, gifts under $20 or under $100) – and sharing it via email or on social media – retailers can smooth the path to purchase and potentially drive more sales.&nbsp;Major retailers such as Myer create a Father’s Day gift guide every year, as well as a <a href="https://www.myer.com.au/content/fathers-day" rel="noopener noreferrer" target="_blank">list of Top 20 gift ideas.&nbsp;</a>Leather goods retailer<a href="https://happypatina.com/" rel="noopener noreferrer" target="_blank"> HappyPatina </a>offers a gift guide every year, says founder Oscar Arenas. “We've discovered that curated guides help shoppers feel more sure of their buying choices, particularly when purchasing gifts. We usually see a 10–15% boost in conversions during seasonal promotions because of them.”<h2>2 Offer a discount&nbsp;</h2>Formulating a retail discounting strategy is another way to capture consumers’ attention and convince them to purchase. Consider early-bird offers, percentage discounts or discounts for additional spending (for example, spend $100 and take 20 per cent off).Many major retailers start their promotional campaigns up to four to six weeks before Father's Day, to catch consumers as they begin planning and searching for gifts.Australian experiential gift company <a href="https://www.redballoon.com.au/" rel="noopener noreferrer" target="_blank">RedBalloon</a>, for example, starts with a website teaser encouraging potential shoppers to subscribe to its newsletter to access reduced prices on hot air balloon rides, rally driving and whale watching.<h2>3 Offer a gift with purchase</h2>Offering a <a href="https://www.afterpay.com/en-AU/business/access/smarter-discounting/gift-with-purchase-strategy" rel="noopener noreferrer" target="_blank">gift with purchase </a>is a time-honoured way to incentivise bigger basket sizes and introduce customers to a new product or SKU.&nbsp;For example, this Father’s Day men's grooming brand <a href="http://patricks.com.au/" rel="noopener noreferrer" target="_blank">Patricks</a> is offering the gift of “energy” by adding complimentary AL1 Anti Lag Capsules to all orders over $200.“The last time we ran a gift with purchase with a performance-led product, it increased sales revenue by over 20% during the promotional window and significantly boosted AOV,” says cofounder Aimee Kidd. “We also saw an uplift in social shares and user-generated content thanks to the product’s aesthetic and function, which is exactly what we’re aiming to replicate for Father’s Day.”<h2>4 Consider gift cards</h2>Want to capture last-minute or time-poor shoppers? Offer gift cards or vouchers and promote them on your home page as a solution for last-minute Father’s Day shoppers.Did you know, one-third of gift cards are<a href="https://www.finder.com.au/news/unused-gift-cards-2025" rel="noopener noreferrer" target="_blank"> never redeemed</a>? Australians are estimated to have $1.25 billion worth of unused gift cards sitting around in drawers.&nbsp;<h2>5 Create a social media moment</h2>With Black Friday/Cyber Monday (BFCM) just a few months away, Father’s Day isn’t simply an opportunity to drive more sales; it can also be a chance to grow your email list and social media audience ahead of retail’s biggest quarter.Every year, major retailers such as <a href="https://www.seedheritage.com/fathers-day" rel="noopener noreferrer" target="_blank">Seed</a> and <a href="https://www.theiconic.com.au/" rel="noopener noreferrer" target="_blank">The ICONIC</a> enlist influencers or real dads to star in marketing and social media campaigns. Not only do these campaigns reinforce brand values but they help drive awareness, excitement and reach.Campaigns, such as <a href="https://campaignbrief.com/rebel-says-thank-dad-for-being-on-your-team-in-new-fathers-day-campaign-via-the-general-store/" rel="noopener noreferrer" target="_blank">Rebel Sports’ 2024 Father’s Day advertisement</a>, which highlighted the important role that dads play in supporting their children’s sports teams, are another way to connect with existing and prospective customers.Don’t have the budget for TV spot or social media campaign? A Father’s Day competition where social media followers can win products or services is another way to generate excitement – and audience – ahead of BFCM.&nbsp;<h2>6 Create a Father's Day bundle&nbsp;</h2>Gift boxes or ‘bundles’ make the shopping experience easier and more appealing, especially for last-minute or uncertain gift buyers.&nbsp;Carlie O’Loughlin, the founder of Geelong sleepwear and gift company <a href="https://www.jadeandmay.com.au/" rel="noopener noreferrer" target="_blank">Jade and May </a>explains that bundling offers multiple benefits. “Bundling products not only lifts the average order value, but also helps showcase how our items complement each other. It’s convenient for the customer, and a way for us to move multiple SKUs together.”<h2>7 Collaborate with a complementary brand</h2>Want to boost reach and drive excitement? Consider partnering with another brand on a Father’s Day gift. For example, a whisky brand could collaborate with a glassware brand for a Father’s Day pack or a men’s grooming brand could collaborate with a leather goods company to offer a men’s grooming travel kit.Collaborating with an aligned, but non-competitive, brand will help you drive new customers if you both promote the partnership.&nbsp;<h2>8 Host an event</h2>Hands-on in-store events such as demonstrations and workshops can generate buzz and drive foot traffic. They’re also a great way to get your products directly into customers’ hands — or mouths. At <a href="https://sweetpeapoppy.com.au/" rel="noopener noreferrer" target="_blank">Sweet Pea &amp; Poppy Artisan Chocolate </a>near Canberra, chocolate workshops drive footfall for Father’s Day and double up as a gift idea.“The inclusion of our chocolate bar workshop as part of our Father’s Day experience offering has boosted sales and visitation,” says managing director Yasmin Coe. “We sell out most of our workshops and tastings spots in advance.”<h2>9 Consider free shipping&nbsp;</h2>As Australians continue to feel the effects of cost-of-living pressures, many shoppers will be searching for value. “Given how important online will be this Father’s Day, offering free shipping – if you don’t already – is a no-brainer,” <a href="https://www.afterpay.com/en-AU/business/access/growing-with-afterpay/how-to-make-the-most-of-fathers-day" rel="noopener noreferrer" target="_blank">says</a> Retail Oasis’ Trent Rigby.&nbsp;&nbsp;In fact, in 2024, more than half (56 per cent) of Australians ranked free shipping as their number-one delivery priority, according to <a href="https://ecommerce-report.auspost.com.au/" rel="noopener noreferrer" target="_blank">Australia Post’s ecommerce report 2025</a>*.&nbsp;<h2>10 Try personalisation</h2>One way to make gifts more special and unique is to add personalisation. For example, <a href="https://archierose.com.au/" rel="noopener noreferrer" target="_blank">Archie Rose Distilling Company</a> offers the opportunity to add a personalised label to bottles of spirits. Sydney brand <a href="https://montlaurent.com.au/collections/personalised-gifts-fathers-day?srsltid=AfmBOoqnWsGEiFV8GxFsEK9oBZZ_Tq7Afs_aSdjqqUIfhxN1V_3yKy6f" rel="noopener noreferrer" target="_blank">Mont Laurent</a> specialises in personalisation and offers engraved wine and beer glasses and leather accessories.&nbsp;“What role can the buyer have in [your product’s] production?” says Rigby. “Can you personalise it with their name or another unique identifier? Is it a one-off product?”

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All references to any registered trademarks are the property of their respective owners. Afterpay does not endorse or recommend any one particular supplier and the information provided is for educational purposes only.Sources: 1 <a href="https://www.roymorgan.com/findings/australians-to-spend-less-on-fathers-day-amidst-cost-of-living-crunch" rel="noopener noreferrer" target="_blank">Roy Morgan </a>2 <a href="https://www.finder.com.au/news/unused-gift-cards-2025%20gift%20card%20graveyard" rel="noopener noreferrer" target="_blank">Finder</a> 3 Funnel,<a href="https://funnel.io/marketing-data-state-2023" rel="noopener noreferrer" target="_blank"> Marketing Data State of Play 2023</a>, August 2023 4 <a href="https://ecommerce-report.auspost.com.au/" rel="noopener noreferrer" target="_blank">Australia Post’s ecommerce report 2025</a>

No time to brainstorm? No problem. Here’s 10 proven Father’s Day marketing ideas to inspire you.

No time to brainstorm? Steal these 10 proven Father’s Day marketing ideas — from gift guides to bundles — to drive more sales and customer engagement.

10 Father’s Day Promotion Ideas to Boost Sales in 2025

10 Father’s Day promotion ideas to copy and paste

Fathers Day promotion ideas

The secret to fast growth? Customers who can’t stop talking about you.

When Aussie underwear brand <a href="https://stepone.life/" rel="noopener noreferrer" target="_blank">Step One</a> launched in 2017 from founder Greg Taylor’s bedroom, few could have predicted its meteoric rise. Just four years later, the brand had amassed more than $70 million in revenue and listed on the Australian Stock Exchange.One of the key factors in Step One’s success? Its ability to turn customers into passionate brand advocates. In its first four years alone, the brand earned more than 50,000 five-star reviews.Meanwhile, a referral marketing programme incentivised customers to share Step One with their family and friends – turning satisfied shoppers into a power sales driver.“Referral marketing is a huge part of our customer acquisition at Step One, through both organic word of mouth and our referral friend program,” says Step One partnerships manager Jason Cadee.They say a satisfied customer is a loyal customer, and in this digital age, they can also be your best marketing strategy – if they’re willing to share your brand with their network.&nbsp;In fact, r<a href="https://www.nielsen.com/wp-content/uploads/sites/2/2021/11/2021-Nielsen-Trust-In-Advertising-Sell-Sheet.pdf" rel="noopener noreferrer" target="_blank">esearch</a>1 shows that 88 per cent of consumers globally trust ‘earned media’ (word-of-mouth recommendations) over branded advertising –&nbsp;meaning that brand advocacy could be the most cost-efficient way to boost brand awareness, build trust, foster customer loyalty and positively impact sales..<h2>What is brand advocacy?</h2>Brand advocacy – also known as customer advocacy – is when customers voluntarily promote a brand because they genuinely love it. This advocacy might take the form of word-of-mouth, glowing online reviews, or content shared on social media.“Brand advocacy turns customers into a powerful marketing asset,” says public relations and branding mentor Catriona Pollard. “In retail, where competition is fierce and consumers have endless choices, brand advocacy can be a key differentiator, fostering loyalty and driving sales in a way that traditional marketing alone often cannot.”<h2>How to drive brand advocacy</h2>Here’s the thing: the only way to create true brand advocates is to create a superior customer experience. Everything from your products or services to your customer journey and communication needs to be top-notch for customers to want to sing your praises.Once you have that foundation, here’s how to transform happy customers into passionate advocates who will recommend your brand.<h2>Post-purchase communication</h2>The sale is in the bag. End of story? In a successful brand advocacy program, it’s just the beginning. The after-purchase experience is a key part of the customer journey in terms of satisfaction and repeat business.&nbsp;Retailers can encourage loyalty and brand advocacy at this stage in a number of ways. For example, an e-commerce beauty brand could include a handwritten note inside each box or in packaging asking customers to leave a review or post on social media. Retailers could also consider adding a request at the bottom of receipts or on to post-purchase emails.<a href="https://www.bunnings.com.au/" rel="noopener noreferrer" target="_blank">Bunnings</a> encourages customer feedback by providing multiple channels for advocacy, including online forms, in-store interactions, emails requesting feedback, and Write a Review buttons.And if the reviews aren’t all glowing? That’s still an opportunity. “A poor review can present an opportunity to demonstrate excellent customer service and commitment to improvement,” says Pollard. “The key is to respond quickly, professionally, and empathetically.

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"A poor review can present an opportunity to demonstrate excellent customer service."

<h2>Referral programs</h2>Referral marketing gives customer-to-customer promotion a helping hand, using incentives such as discounts or rewards to encourage recommendations. Many brands use specific software, such as Referral Rock, ReferralCandy and Referral Factory, to create and manage their referral programs.&nbsp;Referral programs work by giving customers something they want – whether that’s a discount, credit, loyalty points or free products –&nbsp;in return for sharing a referral.&nbsp;Take Aussie mattress retailer Koala, which launched in 2015 with a marketing campaign that featured real customers’ reviews. A key part of its brand-building strategy is its generous <a href="https://au.koala.com/pages/refer-a-friend?gad_source=1&amp;gad_campaignid=22730446075&amp;gbraid=0AAAABAW1Gd4-Umoymi9Tk5N2-hn4Ks3HK&amp;gclid=Cj0KCQjw4qHEBhCDARIsALYKFNNfhGDWPpkKt5yA0LOCgtkY3RvK6YfDKPRvTZ8IvYgepAUgEMOF4k0aAmWwEALw_wcB" rel="noopener noreferrer" target="_blank">Refer a Friend</a> programme, which offers a $200 discount to customers, as well as $200 to any friends they bring into the fold.“Koala’s focus on customer satisfaction naturally leads to advocacy,” says Pollard. “Their online presence often features customers enjoying their products and encourages positive word-of-mouth.”But rewards don’t always have to be monetary. Cloud storage company Dropbox famously offered extra storage space to users who referred friends. This approach helped Dropbox grow from 100,000 users to 4 million in just 15 months2.<h2>Identify and amplify super fans</h2>Every brand has its cheerleaders; you just need to find them.&nbsp;&nbsp;This means combing through positive reviews, comments on social media posts, and tracking customers who forward your emails or repeatedly refer new customers.&nbsp;Social media tools like Sprout Social and Keyhole can help you identify your most active fans. You can also use survey tools such as Net Promoter Score (NPS) to pinpoint those most likely to refer others.Once identified, consider ways to nurture and spotlight these superfans – whether that’s giving them early access to new products, asking for feedback, or inviting them to exclusive events. When <a href="https://gotoskincare.com/" rel="noopener noreferrer" target="_blank">Go-To Skincare</a> turned 10, for example, the brand invited its very first and most loyal customers to a celebration at founder Zoë Foster-Blake’s home.<h2>User-generated content</h2>Unboxing videos, rate my outfit, real hotel images – these are all ways that customers provide free advertising for your brand by creating <a href="https://www.afterpay.com/en-AU/business/access/social-media-tips/UGC" rel="noopener noreferrer" target="_blank">user-generated content </a>(UGC) that they post on their social media channels.“UCG is a powerful tool in our arsenal for attracting new customers,” says Cadee of Step One. “There is so much mass-produced advertising and content these days that people are now trusting ordinary individuals more and more. Therefore, the best way to advertise is to showcase real, authentic people who enjoy and use the product.”Want to take UCG one step further? Consider a paid influencer marketing campaign, where influencers are offered products or services and paid to post about them.&nbsp;<h2>The bottom line&nbsp;</h2>Brand advocacy doesn’t happen overnight, but when it does, it’s invaluable.&nbsp;Happy customers who genuinely believe in your brand can often promote it more powerfully, more persuasively, and more cost-effectively than a paid campaign. But the secret is to focus on delivering standout experiences first, so advocacy will follow.Source: 1: <a href="https://www.nielsen.com/wp-content/uploads/sites/2/2021/11/2021-Nielsen-Trust-In-Advertising-Sell-Sheet.pdf" rel="noopener noreferrer" target="_blank">Neilsen</a>&nbsp;2: <a href="https://www.slideshare.net/slideshow/dropbox-startup-lessons-learned-3836587/383658" rel="noopener noreferrer" target="_blank">Dropbox</a>

All references to any registered trademarks are the property of their respective owners. Afterpay does not endorse or recommend any one particular supplier and the information provided is for educational purposes only.

The secret to fast growth? Customers who can't stop talking about you

Discover how to turn loyal customers into passionate brand advocates and drive growth through reviews, referrals, and real customer experiences.

How to Turn Happy Customers Into Brand Advocates

How to create passionate brand advocates

Brand advocacy

In an era of misinformation and overwhelming choice, brand trust has never been more important

Picture the world’s most valuable brands, and names like Apple, Amazon, Google and Disney probably come to mind. These globally recognisable brands may sell different products or services, but they all have one thing in common: they’ve earned and kept consumer trust.In today’s world of misinformation and overwhelming choice, brand trust has never been more important.Modern consumers are sharper and more sceptical than ever. Bombarded by thousands of marketing messages each day – and acutely aware of the risks of greenwashing, scams, hidden fees, or algorithmic manipulation – they’re quick to spot the disconnect between what a brand says and what it actually does.As a result, brand trust is no longer a given; it must be earned – and when it is, it can become a powerful differentiator.&nbsp;<h2>So how can businesses build brand trust?</h2>“Highly trusted brands consistently deliver exactly what customers expect,” says Michele Levine, CEO of Roy Morgan, which carries out an annual study on brand trust. In Australia, hardware giant Bunnings is currently ranked as Australia's most trusted brand, followed by Aldi, Kmart, Toyota and Australia Post.&nbsp;“Customers value clarity and predictability — no hidden surprises, no tricks. Brands like Bunnings, Aldi and Kmart avoid complicated or confusing promotions, instead emphasising simplicity, transparency, and genuine customer care.”<h3>Be transparent</h3>“Transparency is fundamental,” says Levine. For businesses this means clearly communicating everyday details such as delivery times and return processes, so that consumers can make informed choices. It could also involve being transparent on more far-reaching issues such as sustainability and the use of AI.&nbsp;Brands that are open about their decisions, particularly when facing challenges, ensure customers feel valued and respected.“For example, when Bunnings encountered potential concerns over facial-recognition technology, the company’s quick, transparent and open response helped it successfully manage the situation,” says Levine. “Such proactive transparency is powerful in building and maintaining consumer trust.”<h3>Offer social proof</h3>When assessing the trustworthiness of a brand, many consumers will do their own research and search for third-party validation. Product or service reviews, case studies, user-generated content, awards and media coverage are all powerful ways to strengthen brand trust.Social media is an integral part of the brand trust jigsaw. It facilitates direct engagement with customers and allows you to build a two-way relationship with your audience. It also means you can respond to feedback quickly and repost positive reviews and testimonials.“Social media allows brands to shape their own narrative and messaging,” says Dr Louise Grimmer, associate professor of marketing, University of Tasmania.

"Social media allows brands to shape their own narrative and messaging."

“This can mean there is greater transparency for consumers. You might worry that social media will open you up to customer complaints, but this is an opportunity for a brand to turn a negative experience into a chance to exhibit exceptional customer service in solving problems."&nbsp;Levine adds that customer reviews – whether they’re posted to social media or showcased on your website – are a particularly powerful form of social proof. “Customer reviews are critical because trust stems from authentic, real-world experiences.”<h3>Be responsive</h3>When customers can’t contact a brand, it doesn’t just frustrate them – it also undermines brand trust.“Brands that make an investment in customer service will be those that earn greater trust from customers,” says Grimmer.&nbsp;Chatbots can often be helpful depending on the product or service, and live customer support tools are increasing in popularity. But there’s no doubt that some customers just want a phone number or an email contact.“And they want timely replies and answers,” adds Grimmer. “Some brands do this really well, and reap the rewards. If all other things are equal, customers will be drawn to brands that treat them well.”&nbsp;<h3>Keep listening to your customers</h3>Once you have created customer confidence in your goods or services, you might feel that it’s time to step back and enjoy the rewards that come with it. But brand trust must be maintained.“Trust is built steadily over time but can vanish very quickly,” says Levine. We’ve seen high-profile examples of brands rapidly losing trust following unexpected challenges or failures to meet evolving customer expectations.”Australia’s major supermarkets, for example, achieved high levels of trust at the height of the COVID-19 lockdowns as a result of strong community engagement. However, as inflation and the cost-of-living crisis intensified, customers grew frustrated with rising prices and profit announcements, and distrust soared.“This rapid shift from trust to distrust highlights the fragility of reputation,” says Levine. “Maintaining trust requires brands to remain highly attuned to changing consumer sentiment, adapt quickly, and remain consistently responsive.”<h3>Be consistent</h3>Every touchpoint with your target audience, from marketing campaigns to in-store events, serves as an opportunity to reinforce your brand identity. By ensuring that your messaging is consistent, you’ll convey the message that you are ‘showing up’ in a consistent way.&nbsp;“Achieving and maintaining trust is challenging, demanding continuous effort, genuine engagement, and relentless consistency,” says Levine.Customers want predictability, and they like long-term relationships, so the investment in consistency isn’t just worthwhile, it’s essential.&nbsp;“‘Trust’ is a little different from being a ‘favourite’ or ‘preferred’ brand,” says Grimmer. “Consumers consider a brand or organisation to be trusted, when it consistently does exactly what it says it will.”<h3>Make customer privacy a priority</h3>After quality and price, data privacy is the third most important factor when choosing a product or service, according to<a href="https://www.oaic.gov.au/engage-with-us/research-and-training-resources/research/australian-community-attitudes-to-privacy-survey/australian-community-attitudes-to-privacy-survey-2023-infographic" rel="noopener noreferrer" target="_blank"> the latest privacy survey</a> from the Office of the Australian Information Commissioner (OAIC).“Privacy has always been important, but the stakes associated with protecting consumer data have risen dramatically,” says Levine. “Over the past decade, the public has become far less forgiving of data breaches, and expectations around privacy have intensified.“Brands now face immediate and severe reputational consequences if they fail to manage data responsibly; it’s central to brand trust — and survival."

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In an era of misinformation and overwhelming choice, brand trust has never been more important.

Brand trust is vital in 2025. Learn how to build it through transparency, social proof, customer care and consistency. Actionable tips for any business.

Brand Trust: 7 Ways to Build and Strengthen It in 2025

How to build brand trust 

brand trust

There’s more to Australian Fashion Week than catwalks and couture. Here’s how to use the event to drive meaningful results in your business.

It would be easy to assume that the brands that benefit from Australian Fashion Week (AFW) are the ones showing at it. In reality, Australia’s premiere annual fashion event can help deliver results for all kinds of brands – from big retailers to smaller start-ups, as well as non-fashion brands.This year, Australian Fashion Week starts on May 12, so there’s plenty of time to get in on the action.Here are five ways to leverage fashion week to generate excitement and drive sales in your business…<h2>Use it as a content opportunity (if you’re attending)</h2>This year, Australian Fashion Week is an invite-only event with accreditation saved for those working in the industry. For your fashion-obsessed customers, this only adds to the intrigue… So, why not bring them with you?If you’re attending as a buyer for your retail business, there are plenty of opportunities to take your followers behind the scenes with you. Think street-style photography of yourself or fellow attendees; livestreams of runway shows; videos of trade showroom appointments; or any other moments in between shows.Tip: Consider hiring a photographer to tag alongside your team and take high-quality street style images that will perform well online and on social media. To find one, search previous street style coverage of AFW.<h2>Use it as a content opportunity (even if you’re not attending)</h2>For fashion and beauty brands, AFW offers endless inspiration for content that can in turn drive sales. Throughout the week of shows, stay on top of what’s trending by following influencers, brands and fashion editors, and create “Get the look” or “Shop the trends” content that aligns with the most popular trends. Is everyone wearing brown tailoring? Why not create an edit of brown suiting and post it to social media or include it in a consumer email? Are several designers sending low-rise trousers down the runway? Consider highlighting similar products that you have in stock.For inspiration, look to Sydney retailer Mode Sportif, which sent out a<a href="https://milled.com/mode-sportif/australian-fashion-week-street-style-edit-kWYflJJ_3-yU4KwA" rel="noopener noreferrer" target="_blank"> street style-themed eDM</a> during fashion week and created a<a href="https://modesportif.com/collections/afw24" rel="noopener noreferrer" target="_blank"> dedicated landing page</a>.<h2>Partner with influencers to increase your reach</h2>You might not be attending AFW but you can work with influencers who are – and they can represent your brand on the ground. Fashion and beauty brands have long supplied products and clothing for influencers to wear at fashion week, and more recently sent their own photographers to capture the results. However, virtually any type of brand - from food to fashion and automotive - could collaborate with influencers around AFW.Street style photographer<a href="https://lianahardyphotography.com/" rel="noopener noreferrer" target="_blank"> Liana Hardy</a> has been commissioned to help capture images of influencers wearing a range of brands, from<a href="https://www.charleskeith.com/au" rel="noopener noreferrer" target="_blank"> Charles and Keith</a> to<a href="https://wittner.com.au/" rel="noopener noreferrer" target="_blank"> </a>B<a href="https://baredfootwear.com/au" rel="noopener noreferrer" target="_blank">ared Footwear</a>. “Not only is it a good way to put your brand out there, but [it allows you to] align yourself with one of the biggest fashion events of the year.” The resulting imagery is usually featured on brands’ socials, as well as websites, emails, and even the occasional ad campaign.&nbsp;Importantly, these types of influencers partnerships aren’t reserved for fashion and beauty brands. Last year, Koala collaborated with influencer Miss Double Bay to create an olive suit made by Koala’s product team to reflect their sustainable design practices. When she wore the suit to AFW, it generated widespread media coverage for Koala.<h2>Launch an attention-grabbing activation&nbsp;</h2>Activations and sponsorships are another way for non-fashion brands to get involved in AFW and experience a little fashion week magic.“[Fashion Week is] a high-impact platform to amplify brand stories, build hype, and create moments that cut through,” says Grace Garrick, the founder and director of Movement Agency which has run activations for brands, such as Allpress and JSHealth Vitamins at AWF. “It’s not just about being seen, it’s about being part of the conversation.”Last year, Allpress created a pop-up cafe at Carriageworks, serving coffees in branded cups to media, influencers and key opinion leaders. Plus, Movement Agency produced oversized Allpress tote bags emblazoned with the playful quote, ‘There’s no X in espresso’ and strategically placed them in high-footfall areas and on the arms of influencer talent. “The activation became a true social moment.”Movement Agency also coordinated a fleet of pink JSHealth Vitamin branded taxis that transported influencers, A-listers and media between AFW locations. Each taxi featured the JSHealth Vitamin logo and the slogan ‘Health + wellness will always be in fashion’.The key to the activation’s success? Partnering with influencers<a href="https://www.instagram.com/emmgurr/?hl=en" rel="noopener noreferrer" target="_blank"> Emily Gurr</a> and<a href="https://www.instagram.com/brookemcauley_/?hl=en" rel="noopener noreferrer" target="_blank"> Brooke McAuley</a> to share their experience with the JSHealth taxis and engage in a two-way conversation with their community.<h2>Align with a likeminded brand</h2>Another way to generate excitement and raise brand awareness? Working with fashion brands that are showing at AFW. For example, in the past, up-and-coming footwear brand <a href="https://ediecollective.com.au/" rel="noopener noreferrer" target="_blank">Edie Collective</a> made its shoes available for models to wear in Bianca Spender’s runway shows. As a result, the brand’s footwear was photographed and shown in a range of fashion publications, alongside a well-established brand.&nbsp;Hair and make-up brands can also work with designers to sponsor shows and supply products and makeup artists and stylists for shows.&nbsp;For inspiration on how to tap into the buzz of Fashion Week, keep an eye on this year’s event coverage. Watch how other brands harness the event to spark engagement and drive sales. With a little planning, you’ll be ready to put your own ideas in action by next May.

Discover how fashion week can boost your brand

Discover how to increase sales and capture customer attention with these tips, from influencer partnerships to activations 

How to leverage fashion week to drive sales

How to leverage fashion week as a brand

Christmas is coming, so it’s time to think smart when it comes to the silly season

The end of the year is fast approaching, but, for retailers, this is no time to slow down. November and December – known as the Golden Quarter – are a critical period for businesses hoping to end the year with a strong finish.&nbsp;Here at Afterpay, we know how important it is to prepare for the festive season, which is why we’ve commissioned research into how Aussies shopped and spent during the same period last year. This research, Festive Findings, reveals patterns, purchasing habits and key dates to help you set yourself up for a very, merry Christmas.<h2>Christmas comes early</h2>November is the new December, and last year Australians began spending in early November when Click Frenzy hit. (This year, Click Frenzy is late October).From there, there were three key retail moments:&nbsp;<ul><li>Black Friday and Cyber Monday (when online sales peak).</li><li>The week before Christmas (a big moment for brick-and-mortar brands).</li><li>Boxing Day on December 26.</li></ul>As well as ensuring your processes are well and truly in place to handle these peaks, consider your marketing efforts: capturing shoppers’ details during BFCM sales will mean you can reach out or retarget them through advertising in the lead-up to Christmas.<h2>Who’s spending?</h2>Turns out, different generations spend at different times – and it pays to know when your demographic is primed to purchase.&nbsp;Last year, Gen Z got in early; the period before Cyber weekend was the second biggest shopping moment for young consumers. Meanwhile, Millennials are Afterpay’s most active shoppers throughout the festive season – and also shop enthusiastically during Cyber Weekend. Gen Z and Boomers are likely to leave things until later and tend to shop right throughout December. Gen Z were the biggest bargain-hunters during the Boxing Day sales – and turned out in full (festive) force.Consider your products: do certain items appeal to a younger generation? Then they’re the ones to promote earlier.&nbsp;Will services like last-minute click and collect or free gift wrapping tempt an older audience? Could you curate a collection of gifts for grandchildren? Plan those for later in the season.&nbsp;<h2>In-store is in fashion</h2>Pandemic-induced lockdowns are a distant memory, and brick-and-mortar shopping is back. That’s the conclusion to be taken from our Festive Findings research, which showed that in-store sales were strong throughout the festive period.However, there were noticeable spikes in in-store shopping following Cyber Weekend and also just before Christmas. The latter is probably driven by last-minute shoppers; with only a few days to purchase presents before Christmas Day, more shoppers are likely to head in-store rather than risk late deliveries from online retailers.&nbsp;The upshot? If you’re not already offering Afterpay in-store, it’s time to get it sorted – turns out, 57% of customers say they will look elsewhere if a store didn’t offer Afterpay*.Want more insights, including which product categories were most popular with consumers last year? Check out Afterpay’s festive findings report <a href="https://businessgrowth.afterpay.com/rs/424-IAB-218/images/Afterpay_Festive_Findings_Report_2023.pdf" rel="noopener noreferrer" target="_blank">here</a>. *Source: Afterpay Economic Impact, Accenture, April 2021

Christmas is coming, so it’s time to think smart when it comes to the silly season

Discover insights into when, where and how shoppers spent during the Christmas holiday season in 2022. Plus tips on how to drive more festive sales.

How Christmas consumers spent and shopped in the 2022 festive season

Sleigh your holiday season with these festive findings 

Festive findings Afterpay Access article

Last year, Australians collectively spent almost a billion dollars on Mother’s Day. Here’s how to tap into the mother of all retail opportunities.

As Mother’s Day 2025 approaches, children young and old are preparing to make the second Sunday in May extra special for Mum.&nbsp;&nbsp;For shoppers, Mother’s Day is an opportunity to show the mother figures in their lives how much they’re loved and appreciated. For retailers, it’s a highly lucrative sales opportunity, with Aussies expected to spend around<a href="https://www.roymorgan.com/findings/9532-ara-roy-morgan-media-release-mothers-day-2024" rel="noopener noreferrer" target="_blank"> one billion dollars</a>1 on flowers, gifts and celebrations this year.Here’s how to make sure you can tap into one of the top spending dates on the marketing calendar… and divert some of that spend your way.

<h5>Time Mother's Day marketing right</h5>It’s important to give shoppers plenty of time to make their purchasing decisions, which means you need to promote your Mother’s Day offers early. Google Trends data shows that while search queries peak in the seven-day run-up to Mother’s Day, searches start to pick up five weeks before the big day. This year that means your marketing should be underway by the end of the first week of April.“Start a month out, particularly if you’re an online business as you need to make sure you manage people’s expectations around cut-off delivery dates,” says retail expert Sally Coates of The Retail Mentors. “You also need to give people the time to be able to think it through and have those conversations, which usually happen between the other parent and the children, at home.”

<h6>Offer great value this Mother's Day</h6>Cost-of-living pressures mean that shoppers are more mindful than ever when it comes to discretionary spending. Rather than splashing out on the first thing that grabs their attention, gift-buyers will be looking for something that’s meaningful or delivers value.However, the emotional aspect to Mother’s Day means “there’s less of an effect than there would be on the average purchase,” says Anastasia Lloyd-Wallis, head of insights at Retail Doctor Group.To build on that emotional connection, while also delivering value, Mother's Day promotion ideas could include buy-one-get-one-for-less options for those shopping for multiple women in their lives, or those who appreciate a treat for themselves as well as for Mum. Personalisation is a huge drawcard, too, and offering unique customised experiences and products will make a gift stand out from the crowd.<h6>Bricks and mortar retailer?</h6>Mother’s Day lends a once-a-year opportunity for bricks-and-mortar retailers to get creative with an in-store activation. Think a VIP mother-daughter shopping night with canapés and Champagne, or an after-school make-a-card event for kids, with some discount gift ideas for the pocket-money crowd.“One of the big trends we saw in 2024 was what we dubbed retail-tainment,” says Lloyd-Wallis. “In-store events attract consumers who want to be entertained, who want to make shopping an experience, and it helps the retailer differentiate from its competitors on something other than price. If you can create a great experience, it will inspire ongoing loyalty as the customer feels they are part of the brand community.”

"People are really price-conscious at the moment, so you have to show value."

<h6>Make Mother's Day shopping easy</h6>How easy or difficult it is to shop — in store or online — is a key metric of customer satisfaction. And with more pressure than ever on our schedules and attention spans, it pays not to waste your customers’ time.“You have to make it simple,” says Coates. “Theme items for different interests as a merchandising strategy in-store so that people aren’t overwhelmed and can find something easily.“Creating categories and bundling items at a certain price point makes the process simple and clear. And make it a one-stop shop: if you have an area for women who love to read, add themed gift bags and cards so shoppers can buy everything they need all at once – and you’ve just increased your sales.”&nbsp;For online retailers, a Mother’s Day edit or vertical, as well as emails that pull together a curated collection of gifts for the ‘foodie’, ‘sport’, or ‘luxe Mum’, for example, will make adding to cart simple.And don’t forget the after-sales action, by offering free gift-wrapping, <a href="https://www.afterpay.com/en-AU/business/access/shipping-strategies/click-and-collect-guide" rel="noopener noreferrer" target="_blank">click-and-collect</a> services, or Express Post.<h6>Prep staff</h6>A little extra training in the lead-up to Mother’s Day will result in an enthusiastic and knowledgeable staff. Ensure all customer service reps are up to speed with new products and understand how to cross-sell or upsell — such as suggesting cards, gift-wrapping or complementary products. This might mean holding a training session and offering role-playing, advice or sales scripts before Mother’s Day.“In our recent research, the number-one thing that consumers are looking for is friendly staff,” says Lloyd-Wallis. “What we’ve also seen is that consumers are picky in the engagements they want to have, so the importance of having highly trained staff who can understand when to have a discussion and when to keep it transactional can make a big difference to the bottom line.”<h5>Be sensitive this Mother’s Day</h5>Mother’s Day isn’t a joyful celebration for everyone, and ill-timed marketing emails have the power to damage customer relationships rather than strengthen them. The Thoughtful Marketing Movement encourages retailers to offer consumers the opportunity to opt out of Mother’s Day marketing messages using email preferences. This proactive approach shows consideration and can stop unhappy customers from unsubscribing altogether.<h6>Download your free marketing templates now!</h6>Need help promoting Mother’s Day? Download our free campaign assets for social, web and email and have your biggest Mother’s Day yet.

1<a href="https://www.roymorgan.com/findings/9532-ara-roy-morgan-media-release-mothers-day-2024" rel="noopener noreferrer" target="_blank">Australian Retailers’ Association &amp; Roy Morgan, April 2024</a>

How to tap into the mother of all retail opportunities.

How to use Afterpay to make the most of Mother's Day

5 ways to boost sales on Mother’s Day

7 ways to boost sales on Mother’s Day

Discover retail tips and tactics to drive sales this Valentine's Day.

Love it or hate it, Valentine’s Day is one of the first milestones on many retailers’ marketing calendars each year – and given it brings in more than<a href="https://www.roymorgan.com/findings/9432-ara-roy-morgan-media-release-valentines-day-2024" rel="noopener noreferrer" target="_blank"> $465 million </a>for Australian retailers, it pays to play cupid with customers. “There are a lot of opportunities for retailers to play in that space,” says Brian Walker, the CEO of Retail Doctor.And it’s not just the florists and chocolatiers who can benefit from the <a href="https://www.roymorgan.com/findings/9432-ara-roy-morgan-media-release-valentines-day-2024" rel="noopener noreferrer" target="_blank">$135 that each Valentine’s Day shopper spends on average</a>1 “Every retailer should ask themselves if they have a brand or offering that evokes an emotional response from a customer, and if so, can they do something with that emotion of romance, and can they be authentic about it?” says Walker, who adds that this doesn’t mean simply “sticking on a couple of red hearts on at the end of the display as a bit of an afterthought.”&nbsp;Here’s how to make the most of Valentine’s Day in 2025, whether your regular campaign needs a refresh or you’re trialling one for the first time.<h2>Think outside the chocolate box</h2>Red roses, chocolates, lingerie and jewellery might be the classic gifts, but there are plenty of products that can be promoted as romantic. “Homewares is an obvious example where it just makes sense,” says Walker.&nbsp;Beautiful stationery, gourmet food products, gardening, furniture, tech and more have plenty of room to be pitched as a personalised way to impress your partner. Experiential gifts are another increasingly popular option, with wellness-themed experiences (think spas, sauna sessions) emerging as a key<a href="https://www.euromonitor.com/press/press-releases/feb-2024/retailers-optimistic-valentines-day-will-be-big-business-in-2024---euromonitor-international" rel="noopener noreferrer" target="_blank"> Valentine’s Day trend</a>2.<h2>Cater to cost-conscious shoppers</h2>As the cost-of-living crisis continues to squeeze shoppers, it’s important to accommodate price-sensitive customers.That could mean offering items at lower price points, creating gift guides that cater to a range of budgets or looking for cost-efficient ways to make gifts more meaningful, such as offering limited editions or personalisation.Bundling items together with other inventory stock is another way to win the hearts of budget-conscious shoppers.<h2>Make it easy to shop Valentine's Day</h2>Shoppers start looking for Valentine’s Day gifts in the last week of January according to Google Trends, with <a href="https://drive.google.com/file/d/15_kpSrqAaSOtF-aQHbdNG7-Vh0l-Xeaj/view" rel="noopener noreferrer" target="_blank">January 30</a>3proving to be most popular day for Aussies to order flowers, according to Afterpay data, so start planning your marketing activities now.This might include adding promotional flyers to orders throughout January, planning social media content and sending out reminders and countdowns to your mailing list. And make sure you’re directing people to Valentine’s ideas on your website - a Valentine’s Day shopping category or a gift guide for different tastes and budgets offers convenience for customers – which translates to more temptation to buy.Use our free merchant assets to promote your business online this Valentine's Day...

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<h2>Have fun with it</h2>“This is one of the great times to be cheeky,” says Walker. “It will make sense for many to not take it too seriously.” While it’s natural for some brands to run with Valentine’s Day as romantic day with a capital R (think jewellery), others will do better with a dose of irreverence and humour. Think about opportunities that speak to the personal, unique approach over the generic gift choice – think messaging around giving them “what they really want” or something that will “show them you know them better than red roses ever will”, for example.<h2>Don’t forget Galentine’s Day</h2>Speaking of irreverence, don’t forget that the day before Valentine’s Day, February 13, is Galentine’s Day – an opportunity to celebrate non-romantic friendships (even<a href="https://www.retail.org.au/media/australians-share-the-valentines-day-love-today" rel="noopener noreferrer" target="_blank"> pets</a>4) and another opportunity to market to a different demographic.“It’s a great thing for retailers to lean into because Galentine's drives that inclusion of everyone rather than just those that are in the relationships,” says Anastasia Lloyd-Wallis, head of consumer insights at Retail Doctor, who points to the recent drive to treat friends with small-value goods.

"Galentine's Day [is about] inclusion of everyone rather than just those that are in the relationships."

“I think that's probably what we’re seeing with the rise of Galentine's Day, in particular around the Gen Z segments who are all about inclusion.”When creating Valentine’s gift guides, don’t forget to include Galentine’s Day options. Remember, too, that many shoppers view Valentine’s Day as an opportunity for self-love or self-care and may be looking for gifts for themselves.<h2>Offer last-minute options</h2>Many Valentine’s Day shoppers are procrastinators. Capitalise on this by emphasising urgency and offering solutions for shoppers who have left things to the last minute. Remind customers and email subscribers about shipping cut-off dates, and ensure you offer express post and a click-and-collect option for those who are late, as well as vouchers (for those who are really, really late).Consider value adds like free gift wrapping, hand-written cards with the order to save time, or even bonuses like chocolates – when people are disorganised, they’ll appreciate having a few steps taken off their hands.<h2>Partner up with other businesses for Valentine's Day</h2>Limited-edition collaborations between like-minded brands can tap into feelings of exclusivity and uniqueness for shoppers looking for something special for their sweetheart – while also exposing your brand to new, like-minded customers.&nbsp;Think complementary brands rather than competitors: if you sell chocolate, perhaps you could team up with a winemaker, or if you’re in the homewares industry, a limited-edition bowl coupled with high-end snacks could appeal.1 <a href="https://www.roymorgan.com/findings/9432-ara-roy-morgan-media-release-valentines-day-2024" rel="noopener noreferrer" target="_blank">Roy Morgan</a>, February 2024; 2 <a href="https://www.euromonitor.com/press/press-releases/feb-2024/retailers-optimistic-valentines-day-will-be-big-business-in-2024---euromonitor-international" rel="noopener noreferrer" target="_blank">Euromonitor International</a>, February 2024; 3 <a href="https://drive.google.com/file/d/15_kpSrqAaSOtF-aQHbdNG7-Vh0l-Xeaj/view" rel="noopener noreferrer" target="_blank">Afterpaid report</a>, December 2024; 4 <a href="https://www.retail.org.au/media/australians-share-the-valentines-day-love-today" rel="noopener noreferrer" target="_blank">Australian Retailers Association</a>, February 2024

Retail tips and tactics to drive sales this Valentine's Day, from preparing early to emphasising convenience.

How retailers can prepare for Valentine's Day sales 2023

How to prepare for Valentine's Day 2025

Valentines Day tips retailers

It’s a new school year – and a fresh chance to engage customers and drive sales.

Back-to-school time is one of the big-ticket events on the retail marketing calendar, with good reason: <a href="https://www.finder.com.au/back-to-school-costs" rel="noopener noreferrer" target="_blank">research</a> suggests that Australian parents and caregivers collectively spend around $3.5 billion* on back-to-school supplies for their kids.Uniforms, stationery, books and shoes take the lion’s share of spending, while sales of tech, school bags, lunch boxes and water bottles will also soar.Most are unavoidable purchases, and with the majority of Gen X, Y and Z continuing to struggle with high mortgage repayments and rental costs, parents will be on the look-out for value. Having said that, there is optimism on the horizon, with the retail sector predicated to make a full economic recovery by <a href="https://retailworldmagazine.com.au/retail-recoverys-poor-health-forecast-until-late-2025-kpmg-report/#:~:text=Retail%20recovery's%20'poor%20health'%20forecast%20until%20late%202025%20%E2%80%93%20KPMG%20Report,-By%20Retail%20World&amp;text=The%20latest%20KPMG%20Australia%20Retail,before%20the%20end%20of%202025." rel="noopener noreferrer" target="_blank">late 2025.</a>“Consumers are slightly more confident than they were 12 months ago, and the end is in sight,” says Anastasia Lloyd-Wallis of<a href="https://retaildoctor.com.au" rel="noopener noreferrer" target="_blank"> Retail Doctor Group</a>. “This is a great time for retailers to jump on that, and provide a great offering, by really understanding their customers’ needs.”Here are some tips on how to engage those customers, building loyalty to keep them coming back for more<h2>1. Time your promotion right.</h2>Google Trends data shows searches for ‘school shoes’ and ‘school stationery’ start to climb very early in the New Year, so it’s never too soon to start planning. Tech giant Apple (Australia) traditionally starts its annual back-to-uni promotion on the first Wednesday in January, for example, with some knockout deals on gifts that Santa missed.But that doesn’t mean you should try to pip your peers at the post and launch a campaign too early“We’ve generally seen most sales tend to creep forward in the retail calendar,” says Trent Rigby, director at retail strategy consultancy Retail Oasis.“But back-to-school remains fixed in early January, which allows a good three weeks before kids return to school or uni. Running back-to-school sales earlier risks messaging getting mixed up in the Boxing Day sales.”<h2>2. Stock up on school supplies.</h2>You know the demand for school-related items will be high during the back-to-school shopping season, but how do you maximise the potential for sales?&nbsp;<ul><li>Stock up on fast-moving essential.</li><li>Check out your local schools’ requirements. Identifying what’s on their Term 1 lists, will ensure your products get sold.</li><li>Look at the brands that are trending in schoolyards. Is there a new Disney movie on release? What is LEGO up to? Are people really still playing Minecraft?&nbsp;</li></ul>“Kids live and breathe trends,” says Salena Knight, CEO,<a href="https://salenaknight.com/" rel="noopener noreferrer" target="_blank"> The Retail Strategists</a>. “Being on top of trends, especially in the back-to-school market, will be the difference between selling out and getting stuck with stock you can’t move.”<h2>3. Make it easy for parents to shop.</h2>Back-to-school season is busy for shoppers, especially parents juggling the needs of children across multiple age groups. If you can simplify the shopping experience, they will choose your store.“People are more impatient and time-poor than they have ever been, and at this time of year there’s even more going on than usual,” says Lloyd Wallis, “so it’s vital that retailers look at the end-to-end customer journey, and check for any friction points. Make that journey as easy as it can be.“Time is a currency,” she adds. “As a retailer, if the way you’re set up can save your customers time, they’ll be willing to pay for that convenience.”

"Back-to-school shopping can be hectic, and convenience is a huge driver."

Rigby agrees. “Convenience is a huge driver. Most parents prefer to get their back-to-school supplies in one shop or trip.”For some retailers (such as shoe brands) that might mean allowing parents to pre-book appointments rather than facing the prospect of lengthy queues; for others, it will be about grouping multiple products together into a bundle.“Both online and in-store, make sure you’re bundling products together for a one-click purchase,” says Rigby. “Creating a single purchase point, that teams up the trending bento box, insulated water bottle and freezer pack will increase your average order value and expose customers to products they may not have even realised they wanted/needed.”

"Both online and in-store, make sure you’re bundling products together for a one-click purchase."

Another way to streamline your offering is to provide guides or checklists of essential back-to-school items. Australia’s largest stationery retailer Officeworks has this down pat, further segmenting its back-to-school checklists by grade.“If there’s one thing I’ve always been a fan of, it’s a checklist,” says Knight. “Sure, schools will often give kids a list of products that they need, but these aren’t going to include those trending products, or mid-ticket luxury items. By creating your own, and making it easy for customers to purchase, you’re much more likely to get the sale.”<h2>4. Promote back-to-school shopping online.</h2>While the adults are off work (and with all that free time to look at their phones), this time of year is a great opportunity to get your messages in front of the right eyes. Put up a dedicated tab on your website, compose a snappy e-newsletter to showcase your range,<a href="https://www.afterpay.com/en-AU/business/access/product-photography/how-to-take-product-photos" rel="noopener noreferrer" target="_blank"> take photos</a> for social media.Consider organising a Facebook competition with prizes, engage your audience with a poll, sponsor a local school event and make sure everyone knows it.&nbsp;This is a great time to start thinking about blog content that can attract visitors to your site and help customers navigate the back-to-school period. “Blog content can be a powerful tool for building customer engagement and loyalty.” Think school lunch ideas, recipes for fussy eaters if you’re a food retailer, or advice on how to ease back-to-school stress.Don't forget to download your <a href="https://assets.afterpay.com/s/5sgxwc9gv5r96825vhr4x3x" rel="noopener noreferrer" target="_blank">free Afterpay assets</a> for social and email to let your customers know all about your back-to-school promos.

<h2>5. Think beyond the children during back-to-school shopping.</h2>Don’t dismiss the back-to-school period just because your store doesn’t focus on books, shoes or stationery. “Smart retailers will lean into the fact that it’s not just about the kids,” explains Anastasia&nbsp;A new school year can put the whole family’s routine into chaos, so think about the ways your offering can help smooth that transition. “Meal kits are a great example, as are pet food subscriptions - which are also a good way to build loyalty.”At the same time, it’s worth remembering that the school holidays can also be a stressful time for parents, and many breathe a sigh of relief when the kids are back into a routine. “There’ll be parents who see this as a time to treat themselves, not just for the previous few weeks but for a tough 12 months."

<h2> </h2>*Source: Finder, ACARA, Futurity Investment Group

It’s a new school year – and a fresh chance to engage customers and drive sales

Back-to-school shopping is a key retail moment for merchants. Discover ways to boost sales, including tips on timing, convenience and marketing.

Back to school retail tips to drive more sales 

How to make the most of back-to-school shopping

Back To School Retail

One of the most important metrics for any online store is the conversion rate. It measures how many visitors to your site make a purchase. The higher this number, the better. There are plenty of tools that can measure this for you, such as <a href="https://marketingplatform.google.com/about/analytics/" rel="noopener noreferrer" target="_blank">Google Analytics</a>.

By focusing on every website visitor to your site, you can create experiences that can drive your rate higher. If you want more people converting on your site, you need to think about the entire customer journey, optimising every touch point and page so you can drive more sales. Here’s how you can increase your conversion rate

<h2>1. Use clear CTAs</h2>Think of your call-to-action (CTA) buttons as ushers, helping customers quickly and easily find their way through your product pages to the checkout. They need to be clear and accessible and tell customers what to do next. Don’t hide them in copy or have them sitting at the bottom of your page where they can be missed. The sooner they appear on page, the better. Use words that are action oriented, like: Add to Cart, Shop Now, Earn More, or Get the Look. And make sure you position them where you want customers to take the action. If your CTA is linked to an offer, don’t forget to add a sense of urgency by adding reminders like ‘only 3 items left’, ‘limited time’ or include a count-down clock showing when the offer expires.

<h2>2. Promote fortnightly payments</h2>Buy Now, Pay Later (BNPL) providers like Afterpay are hugely popular because they allow customers to get what they need now and then pay for it in four&nbsp;interest-free instalments. Not only do customers see them as a convenient and cost-effective way to make purchases, but they also help them budget better.Letting customers know you offer BNPL can be a real drawcard. A recent study revealed that without Afterpay, 57% of customers said that they would have looked for another store that did have Afterpay or not purchased at all.1If you offer a BNPL option, you should display the fortnightly pricing/finance options on your product description. For customers who may not be able to pay in full right now, it lets them know they can get the item now but spread their payments over time. This can help reduce cart abandonment and increase conversions.

<h2>3. Show customer reviews</h2>Reading customer reviews has become commonplace for anyone making online purchases. Shoppers want to read about experiences from other people like them. This social proof helps them feel reassured before committing to their purchase and carries a much higher value than a company’s own description or advertising. Most consumers read reviews and the <a href="https://websitebuilder.org/blog/online-review-statistics/" rel="noopener noreferrer" target="_blank">majority</a>2 consider them an essential step on their path to purchase. A study by Trustpilot revealed that <a href="https://marketing.trustpilot.com/the-psychology-behind-trust-signals-demandgen-us-2" rel="noopener noreferrer" target="_blank">86% of consumers</a>3 are more likely to buy from brands that have a positive star rating or review on their home page. Apart from sharing information about experiences, they also act as an important tool for building trust between your brand and your customers. <a href="https://www.brightlocal.com/research/local-consumer-review-survey/" rel="noopener noreferrer" target="_blank">79%</a>4 of consumers say they trusted online reviews as much as the recommendations they get from family and friends. While showing reviews is vitally important for your conversion rates, just as important is asking your customers to review their experience. So, make sure you create a review process that’s simple to do and try to capture their thoughts as close to their moment of purchase while it’s fresh in their mind.

<h2>4. Create time-sensitive offers</h2>Nothing triggers FOMO like a limited-time offer. From a conversion perspective, customers are more likely to complete their purchase on the spot rather than return later and risk losing the discount/benefit of the offer.The great thing about these types of offers is that they can work for new and existing customers. First-time buyers are drawn in by the offer, which could appear as a pop-up when they land on their site. For example, you might display a discount coupon code that they can apply at the checkout. For existing customers, you can use your email to send them special offers that they can redeem online or in-store. And if you’re looking to clear old stock or build interest in a new product, these offers can work a treat.

<h3>5. Offer a first purchase discount/offer</h3>One way to encourage new visitors to checkout with you is by offering them a special offer when they land on your site. This delivers two main benefits.Firstly, it helps you improve your conversion rate because new visitors are more likely to purchase from you rather than just look around then move on. Secondly, it helps convert prospects into customers, which can lead to repeat purchases. Research shows that increasing <a href="https://www.afterpay.com/en-AU/business/access/customer-retention/customer-retention-strategies" rel="noopener noreferrer" target="_blank">customer retention</a> rates by 5% increases profits by <a href="https://hbswk.hbs.edu/archive/the-economics-of-e-loyalty" rel="noopener noreferrer" target="_blank">25% to 95</a>%.5Customers often return to stores they know and have purchased from before. By offering an initial discount, you give them a reason to checkout with you rather than a competitor they may have shopped at before.Increasing your conversion rate can be one of the most powerful ways to grow your business. Keeping the customer front and centre of everything you do will help ensure you’re optimising their experience, which ultimately leads to more sales.

Source: 
 <ol>
 <li>Afterpay FY21 Presentation, August 2021.</li>
 <li>26 Mind-Boggling Online Review Statistics & Facts for 2022, Website Builder, 18 December 2021.</li>
 <li>The Psychology Behind Trust Signals: Why and How Social Proof Influences Consumers in 2020, Trust Pilot.</li>
 <li>Local Consumer Review Survey 2022, BrightLocal, 26 January 2022.</li>
 <li>The Economics of E-Loyalty, Harvard Business School, 7 October 2000.</li>
 </ol>

You need to think about the entire customer journey, optimising every touch point and page so you can drive more sales. 
Here’s how you can increase your conversion rate