How to use social proof to inspire purchases on Father’s Day in 2022

Alison Wiltshire

01 Jun 2022

2021 saw British consumers spend £951 million in celebration of the father figures in their lives. This year’s Father’s Day, which falls on Sunday 19 June, is likely to see even higher spend as even more of us get to give gifts to the men we love in person.

While much of the spending will go on the special days out that we missed during lockdowns shoppers will want something a little longer lasting, too, to show their father figures just how much they are loved.

More than 60% of UK shoppers bought presents for Father’s Day in 2021, with younger consumers between 25-34 years old most likely to buy, at 67%.

But what should we look to buy? It’s a perennial question. In the UK spending is highest in categories such as fine jewellery and watches, electrical items and clothing but even in these categories the choice of what to buy is challenging enough – for example, is your dad a latest gadgets type of guy or a power-tool fanatic? Is he a sharp dresser or more a trackies and t-shirt lounger? 

Real-time social proof messaging can help to inspire and guide shoppers to presents that the men in their lives will love. Since it’s based on real-time buying behaviour it can highlight bestsellers and popular and trending items that can help prompt ideas for those who aren’t sure what to buy.

For those retailers that incorporate social proof with aggregated review messaging, which Taggstar offers in partnership with Bazaarvoice, then customers also have a clearer idea of what other customers thought of such products, increasing their confidence to ultimately purchase.

Social proof messaging also helps your shoppers to bag products before they sell out and works across many different products and brands, whatever the price point. For example, menswear retailer Charles Tyrwhitt trialled social proof messaging from Taggstar in 2021. The trial included Popularity and Trending message types which delivered a 1.8% conversion rate uplift and proved that even for a higher price point shoppers appreciated the extra help. Isn’t it time that you looked at how you can make gift-buying easier for your customers this Father’s Day?

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