Dealers Prepare for “Dads and Grads” Sales Events
After a long, hard winter across the country, consumers will be moving into the mid-year months looking to shake their cabin fever and to loosen up their purse strings. Retailers, along with the distributors and buying groups that serve them, believe the "Dads and Grads" buying season, which extends for nearly seven weeks from early May through Fathers' Day, will be one target of that pent-up desire to spend.
Both online and brick-and-mortar dealers see this period as nearly as important a retail event as the Christmas sales season. More important, though, is that the dads and grads season brings with it bigger profit margins than Black Friday and extended holiday sales. "Margins tend to hold pretty steady for this event," said Jeff Davis, senior vice president of sales for D&H Distributing.
Even though price promotion is part and parcel of the dads-and-grads selling landscape, it's nothing on the level of a Black Friday, retailers said.