5 Ways to Win In-Store This Father’s Day

Father’s Day often plays second fiddle to Mother’s Day in retail—yet it presents a powerful (and often underutilized) opportunity to deliver meaningful in-store experiences that drive sales. The twist? While the products are for men, the primary shoppers are women. That single insight should transform your entire approach to Father’s Day retail planning. Here are five key strategies to help you turn your store into a storytelling space that connects, sells, and delights.

 1. Rethink the Customer Journey: It Starts at the Window

Your in-store experience begins before customers even walk through the door. Use your window display to do more than promote discounts—tell a story. Move beyond just your menswear section and explore how other categories can contribute. Can you spark interest in the homeware aisle with “gifts for the dad who cooks” or place Father’s Day messaging near pay points for last-minute or impulse gift buys?

Stat to know: Merchandising and display influence up to 76% of in-store purchase decisions. — Shop! Association

PRO TIP:

Design window and entrance zones to stop shoppers in their tracks with storytelling that appeals to her, but is about him. Endcaps and pay points are “second-chance” gift zones—49% of consumers make impulse purchases during gift-related holidays. — NRF

2. Make the Store Layout Feel Like a Gift Hunt

Turn your store into a curated gift-seeking experience. Instead of concentrating Father’s Day products in one area, scatter themed micro-stations throughout the store. Use storytelling and design to guide shoppers through: 

“Grill Master’s Corner” near gourmet and pantry items

“Desk Upgrade for Dad” near home office supplies

“Weekend Warrior” near active gear and outerwear

“Outdoor Explorer” near camping gear, coolers, and hiking essentials

This makes the store feel dynamic and exciting—encouraging exploration and increased dwell time.

WHY IT MATTERS:

A well-mapped customer journey improves both engagement and conversion, especially when the path feels purposeful and personal.

3. Make It Sensory: Products Should Come Alive­

Bring your displays to life with multisensory cues. A cognac and cigar setup shouldn’t just look luxurious—it should smell like it. Use scent diffusers to release hints of oak and smoke, create a visual element of curling cigar “smoke,” or play ambient jazz to evoke mood and memory.

Stat to know: Scent marketing alone can boost retail sales by up to 11%. — Journal of Retailing
Shoppers are over 60% more likely to remember a brand after interacting with a knowledgeable expert during a retail experience. — Event Marketer

ADD VALUE:

Include printed tip cards on cognac etiquette or cigar pairings. Better yet, bring in a local expert to offer tastings or live cigar demonstrations.

4. Collaborate to Elevate: Brand Partnerships Drive Credibility

Team up with complementary brands to deepen the appeal of your displays. Think: premium grooming kits, outdoor gear, local coffee roasters, or tech accessories. A co-branded station adds authenticity, pulls in cross-shoppers, and brings fresh energy to your layout.

Collaborations often lead to shared audiences, reduced marketing costs, increased brand visibility, and a stronger brand image—all of which contribute to improved ROI.

THINK BEYOND THE PRODUCT:

Let the collaboration tell a story—“For the Dad Who Fixes Everything” or “For the One Who Never Misses a Game”—rather than simply stacking products.

5. Go Personal: Speak Emotionally, Not Just Functionally

Instead of generic categories like “Metro Man” or “Braai Master,” go for emotionally resonant storytelling. Talk to the why behind the gift—the love, gratitude, and admiration.

Try sections titled:

“For the Man Who Shows Up”

“For the One Who Teaches Us Everything”

“For the Quiet Hero of Our Home”

Stat to know: Brands that connect emotionally outperform competitors by 85% in sales growth. — Harvard Business Review

PERSONALISATION TIP:

Offer free custom gift wrapping, engraving, or printed cards customers can fill in on the spot. These small, meaningful touches elevate the emotional value of the gift.

Final Thought

This Father’s Day, don’t just sell a product—sell a moment.
Design an experience that tells a story, engages the senses, and celebrates the everyday heroes in our lives. When shoppers feel emotionally connected to the experience, they buy more, come back sooner, and tell others.

Ready to enhance your in-store experience this Father’s Day?
We’re here to help—contact us to co-create a concept, map your customer journey, or build an unforgettable in-store experience.