What do dads and grads have in common? They both give us reasons to celebrate this time of year. We’re in the midst of high school and college graduation season, and Father’s Day is right around the corner on June 17. In 2017, spending on dads and grads reached nearly $21 billion combined, according to the National Retail Federation, which indicates it’s a pretty smart move to take advantage of this double opportunity with your marketing efforts.

While these two demographics differ greatly in their needs and wants, there’s no reason you can’t take the occasion to combine your marketing efforts for both at the same time. In the process, you’ll save on the cost and effort required to promote these events separately.

Here are five tips for capturing retail sales for both dads and grads in 2018:

1. Remind and persuade

With Mother’s Day in the rear view mirror, remind people to think about gifts for the dads and grads in their lives. Use signage, banners, and ads in your store, on your website, and on your social media pages. Spread the word with direct and email campaigns, local newspaper ads, and other events where you have a marketing presence.

2. Share ideas

Many shoppers struggle to come up with gift ideas. Suggest items you sell that would likely be on top of dads’ and grads’ wish lists. Create corresponding merchandise displays in store to make it easy for shoppers to go straight to your gift suggestions. You can create simple gift guides that can be shared via email and on image-driven social media channels like Pinterest and Instagram.

3. Gift wrap for free

Make sure you have gift wrap, gift bags, ribbons, and bows in patterns that are appropriate for both groups. Then let your customers know that when they shop for the dads and grads, you’ll wrap every gift they purchase from you, free of charge.

4. Offer gift cards

For the dads and grads who would rather choose their own gifts, gift cards are the ideal solution. At checkout, offer gift card boxes for a special touch. Possibly include a coupon or offer with the gift card to encourage the recipient to come in and use it.

5. Capture repeat business

Before shoppers leave your store, give them a compelling reason to return. For example, you might promote a special summer sale, reward them with a buy-one-get-one-free coupon, or invite them to an event.

Marketing gift ideas for dads and grads is a popular retail trend. Now’s the time to go after these sales for your business.

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Editor’s note: The original version of this post was published by Bags & Bows. This post was updated in May 2016 and again in May 2018 for accuracy and relevance.

© 2018, Contributing Author. All rights reserved.