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Poor Dad! It seems the only way to get offspring to buy a gift for Father’s Day is to bribe them with discounts and free shipping. At least that’s what the Father’s Day marketing emails I received would have you believe.
I received my first Father’s Day promotional email the day after Mother’s Day, from specialty e-tailer ChinaSprout. Another 151 emails followed, not counting two I received after Father’s Day. Of those 152 messages, 44.1% touted some sort of sale or discount, and 32.2% had a free-shipping offer. Only 30.3% offered no incentives.
In comparison, of the 129 Mother’s Day promotional emails I’d received, 38.6% lured recipients with discounts or sales. More striking is that just 15.5% offered free shipping. All told, 36.4% were incentive free.
Many merchants were convinced that dads wanted nothing more than barbecue equipment to make their Father’s Day complete....
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