Aussies have been urged to think small this Father’s day and buy their gifts from small and family businesses.
National Retail Association (NRA) chief executive officer, Greg Griffith, says gift-hunting in small businesses might require a little more thought and planning, but it would deliver rewards for the economy as well as for dads.
“It can be tempting to head straight for a large department or chain store, especially when they are hitting the advertising airwaves so heavily at this time,” he says.
“And there’s certainly nothing wrong with doing that―large chains provide jobs for thousands of Australians, as we are lucky to have a vibrant and competitive retail sector with a range of business sizes competing.
“However, we urge shoppers to share the Father’s Day love around where you can, supporting your local and family-owned businesses if possible.”
Indeed, the NRA is reminding Australians that the overwhelming majority of jobs are created and sustained in small businesses.
“Smaller businesses often have a different range to the large stores and you can come across some really innovative and unique gift ideas.
“At a time when small businesses are struggling, they will definitely appreciate the support. Shopping with a small business is the gift that keeps on giving―dad wins, the business owner wins and so do their staff and suppliers,” Griffith adds.
This is especially relevant as research shows over half of shoppers is spending less on gifts this Father’s Day due to the ongoing cost of living pressures.
According to SAP Emarsys’ study, two thirds of respondents admit that inflation and the cost-of-living crisis have made them leave brands they were previously loyal to in order to save money.
More than half (67 per cent) of respondents say they are more loyal and interested in retailers that offer them discounts, incentives and rewards. The implementation of personalised loyalty offers and discounts by brands might just provide customers with more ways to spoil their dads this Father’s Day without breaking the bank.
“The cost-of-living crisis has made it more imperative than ever for brands to be competitive,” says Daniel Hagos, senior vice president of revenue and general manager APJ and GC at SAP Emarsys.
Whilst it’s expected that Australians have tightened their belts, emotional values will still encourage Australians to spend. In fact, SAP Emarsys’ 2022 Loyalty Index revealed 19 per cent of respondents have a strong personal and/or emotional connection with the brand.
“A strong relationship between customer and brand is highly valued, specifically the position of emotive personalisation that is positioned at the centre of brand communications.
“Ahead of Father’s Day, personalisation will allow retailers to provide customers with the best offers for them to spoil their loved ones and establish loyal customers that will stay true to the brand well into the future.”
