As soon as June hits, the air is filled with exhilaration just thinking of the opportunity Summer has to offer.
The days are so long they seep into each other and the sun’s rays as comforting as a warm hug (well, some days… I mean, come on, it’s England after all)
All of a sudden it hits me like a rugby ball to the face.
It’s almost Father’s Day!
The stress of choosing the perfect gift is agonising, and I’m not the only one who feels the anxiety of wondering what standard socks or tie to get, considering the fastest growing activity on Father’s Day now is just spending time with ol’ pops on his special day.
Actually, it works out that more than a fifth of consumers are choosing quality time instead of activities that involve going out and spending money.
But what are we to do if we do want to get dear ol’ dad a present?
Over the last 12 months, six in ten people buying gifts, typically for a male relative, have journeyed down the booze aisle because we all know easygoing gents love to put their feet up at the end of the day with a cold tipple in their hand.
59% of gift buyers go straight for their dad’s preferred brand, whilst 61% are reaching for their father’s favourite drink regardless of the brand – and it probably comes as no surprise, since a quarter of people are counting coins when it comes to gift giving, that the majority of alcohol gift buyers are mostly influenced by promotions and special offers.
With this in mind, discounters like Aldi and Lidl have increased their share of alcoholic drink sales to 24% over the last couple of years and are likely to continue growing as they attempt to compete for the 84% of people still heading to a supermarket to browse their booze selection.
Whilst in store, mulling over mulled wines (that’s a thing in Summer, right?), there isn’t much inspiration for other gifts for dad.
This seems like a missed opportunity for the health and beauty sector as 50% of men have purchased beauty products online in the 12 months leading up to October 2016, with 64% of male beauty buyers heading down the health and beauty aisle whilst doing their weekly shop in a supermarket, according to Mintel’s Beauty Retailing – UK, January 2017 Report.
With this being said, only 47% of men buying beauty products are satisfied with staff expertise in store to provide advice and recommendations, meaning supermarkets need to step up their grooming game because men are being seriously forgotten when it comes to information regarding personal care.
Luckily, in the run-up to Father’s Day, eBay.co.uk in partnership with L’Oréal Men Expert, heard their beard scratches echoing across the UK and are offering some soothing skills featured on their new hub for male grooming products.
So to all father’s out there, fret not! By learning ‘How To Get a Barber-Worthy Shave At Home’ or ‘Year-Round Skincare for Men’, you can make sure to be ready for Father’s Day with a series of videos and articles that discuss techniques and grooming advice in categories including skin, shaving, hair care and styling, body, dental as well as gift sets.
By addressing this gap in the market, eBay and L’Oréal are helping to take away the dread of delving into the unknown with the encouragement that you can teach an old dog new preening tricks.
Soon your dad’s personal care proficiency will impress even the most groomed of goatees… and maybe even spark an exfoliating evolution!
But if manscaping isn’t his thing, you can always give the gift of time on Sunday 17th June – and if that doesn’t work, putting an ice cold beverage in his hand is sure to put a smile on his face.