10 Father’s Day promotion ideas to copy and paste

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. 

In fact, it’s estimated that eight million Australians¹ – or one in three adults – purchase gifts for their dads or father figures every Father’s Day. 

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. 

1 Create a gift guide

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. 

Major retailers such as Myer create a Father’s Day gift guide every year, as well as a list of Top 20 gift ideas. 

Leather goods retailer HappyPatina 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.”

2 Offer a discount 

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 RedBalloon, 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.

3 Offer a gift with purchase

Offering a gift with purchase is a time-honoured way to incentivise bigger basket sizes and introduce customers to a new product or SKU. 

For example, this Father’s Day men's grooming brand Patricks 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.”

4 Consider gift cards

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 never redeemed? Australians are estimated to have $1.25 billion worth of unused gift cards sitting around in drawers. 

5 Create a social media moment

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 Seed and The ICONIC 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 Rebel Sports’ 2024 Father’s Day advertisement, 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. 

6 Create a Father's Day bundle 

Gift boxes or ‘bundles’ make the shopping experience easier and more appealing, especially for last-minute or uncertain gift buyers. 

Carlie O’Loughlin, the founder of Geelong sleepwear and gift company Jade and May 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.”

7 Collaborate with a complementary brand

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. 

8 Host an event

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 Sweet Pea & Poppy Artisan Chocolate 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.”

9 Consider free shipping 

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,” says Retail Oasis’ Trent Rigby.  

In fact, in 2024, more than half (56 per cent) of Australians ranked free shipping as their number-one delivery priority, according to Australia Post’s ecommerce report 2025*. 

10 Try personalisation

One way to make gifts more special and unique is to add personalisation. For example, Archie Rose Distilling Company offers the opportunity to add a personalised label to bottles of spirits. Sydney brand Mont Laurent specialises in personalisation and offers engraved wine and beer glasses and leather accessories. 

“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?”