The Smart Lab: How To Increase Your E-Commerce Sales for Father’s Day

ColumnistsJun 01, 2021

The Smart Lab: How To Increase Your E-Commerce Sales for Father’s Day

Marketing the jewelry you have to offer for dad’s special day needs to start right now, Emmanuel Raheb writes.

Emmanuel Raheb is the CEO of Smart Age Solutions, a digital ad agency and coveted Premier Google Partner. Contact him at
Although Mother’s Day is one of the top jewelry selling days of the year, Father’s Day can be just as profitable (and possibly even bigger) if you have the right e-commerce sales systems in place.

According to a study conducted in 2020, 75 percent of Americans were planning to celebrate the holiday dedicated to dads.   

It’s also estimated the average amount spent on any type of Father’s Day gift is $148.58 per person (and with jewelry it can easily be double, or even triple, that amount), adding up to more than $17 billion spent during this time. 

That’s serious money. Why not grab your share?

Make Father’s Day a Priority
To ensure you capture the Father’s Day customer, speak clearly and directly to your target audience online: people searching for something special to celebrate dad.  

Start with your homepage. 

Create a special Father’s Day banner and promote it prominently at the top of your site. Start running it right after Mother’s Day and continue running it through Father’s Day weekend (Father’s Day is June 20 this year). 

Create a custom landing page that matches your paid marketing campaigns. Use the same headlines, images, and theme so there’s a direct correlation, which improves customer retention and easy recall of your site.  

Once you’ve gotten someone to your site, you want to make sure they stay there. Conversion becomes key.

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Make shopping for Father’s Day easy with a handy gift guide on your landing page highlighting jewelry in various price points. 

Use low (less than $200), medium ($200 to $500), and high (more than $500), and always include category buttons so people can go deeper into your site and explore other styles.

The key here is to spark interest with the buyer and make it easy for them to shop for dad. 

Price is always the starting point for a gift, so start there. Everyone has an initial budget in mind, but they often go higher.

Use Positive Reviews to Cement the Sale
As the customer explores all your wonderful gifts for dad, you need to reinforce the reason why someone should do business with you. 

With unlimited choices, a customer is only a click away from buying the exact same jewelry or a similar item elsewhere. Why should they choose you over someone else?

You need to share real customer reviews throughout your site. Positive reviews build trust and provide powerful social proof, which creates stickiness during the sales process.

Also, make sure you curate the best reviews to share on social media.

Let your Facebook or Instagram audience know what other customers think of your business. To make an even bigger impact, include a photo of the customer (not just the jewelry), if possible.

It’s been said that 84 percent of people trust online reviews as much as they trust recommendations from close friends. Use reviews to make your customer feel more secure.

Remember, jewelry is a high-end product. To buy something without seeing, touching, or going physically into the store is risky from the customer’s point of view. Therefore, trust becomes even more necessary when selling jewelry online.

A customer who has 100 percent confidence they’re dealing with a trusted and reputable jeweler who is honest and stands behind every item they sell will likely purchase.

However, if there’s even a sliver of doubt, no one will want to take the chance of getting ripped off or ruining dad’s special day. They’ll simply shop elsewhere.

When you use positive reviews as part of your sales process, your own customers help close the sale for you!

Make Payment Options Frictionless
One of the top reasons someone abandons their online shopping cart is because their preferred payment option isn’t available.

You always want to include the four major credit cards: Visa, Mastercard, Discover, and Amex. But don’t forget about PayPal, Apple Pay, Amazon Payments or even payment plan providers such as Affirm or Klarna. 

Each payment method appeals to a different type of buyer. Don’t make your customer think twice about completing the sale. Make it easy for them to say “Yes!” and press submit.

Consider how much time, energy, and effort it takes to bring a customer up to the point of purchase, not to mention how much marketing money you’ve spent to get them there.

Every sale matters, especially in such a competitive business as jewelry. Your website must become a selling machine. It must be absolutely efficient and break down any barriers that hinder customer conversion.

Level Up Your Online Sales
Discount and promo codes are always a good option.

Consumers in the United States used coupons 88 percent of the time when shopping online. I bet you’ve even used one yourself recently.

Free shipping is also a tried-and-true tactic, but it’s now expected. Every major website, and many jewelers, already do this. If you want to succeed and beat your competition, you can’t be like everyone else.

An even better option is to offer unbeatable value with a special Father’s Day jewelry gift box, or complimentary bracelet or necklace to go with that luxury watch or pair of cufflinks purchased for dad.

Make your deal stand out above your competitors and turn one memorable gift into two. What dad wouldn’t love that?

Get your team together and brainstorm different ideas. 

Running a custom promotion or coupon code (if programmed correctly) is simple and can be done for you if you’ve built your site on the right platform.

You can easily create compelling offers that drive the customer to complete their order.

Always Be Selling
Your job’s not done until Father’s Day weekend is over. 

Don’t forget, many people will wait until the last minute to buy something special for dad. And some people might even want to bring dad with them into your jewelry store on Sunday so he can pick something nice out for himself in person.

Remember, jewelry is a gift every father can wear every day and will never forget. He can even pass it down to his son or grandson, making it a special keepsake that can grow to become a treasured family heirloom.  
I can’t tell you how many jewelers have lost potential sales because they stopped promoting Father’s Day too early.  

Some of your best sales will come in the same day or even a day or two after Father’s Day ends. I’ve even heard of sales coming in up to a week later, as sometimes people forget what day it is.  

Keep promoting right up until the end of the day on Father’s Day.

You can capture these last-minute sales when you have the right marketing mindset and a proper selling system in place.  

When a person can shop online and can ship anywhere at any time, the old jewelry store rules don’t apply anymore. Your site is always open for business. 

Use these ideas to make Father’s Day even more special this year. Celebrate Dad and your newfound e-commerce success.

Emmanuel Rahebis the CEO of Smart Age Solutions, a digital ad agency and coveted Premier Google Partner.

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