June brings with it a host of vibrant events and celebrations that offer unique marketing opportunities for online sellers. In this continuation of our monthly series, we'll dive into significant events and trends that define June in the United States.
From Pride Month to travel season, we'll briefly explore each occasion's history, modern-day significance, and how people celebrate. We'll also share a few marketing tips to help you connect with your audience and boost your sales.
Let’s uncover the potential June holds for your business!
Father's Day
Duration: 3rd Sunday in June (June 16, 2024)
Overview: Father's Day honors fathers and father figures for their contributions to their families and society. It became an official holiday in the United States in 1972, trailing the recognition of Mother’s Day by nearly 60 years. It also trails behind Mother’s day in celebration and spend. According to a National Retail Federation survey in 2023, 75 percent of consumers planned on celebrating Father’s Day with an estimated spend of $22.9 billion. In the same year, 84 percent of Americans planned on celebrating Mother’s Day with an estimated spend of $31.7 billion.
None of this is meant to discredit the holiday and its retail potential in any way. Father’s Day spending continues to increase over time.
Rather, it provides context into how Father’s Day marketing typically works. Where Mother’s Day sales often cover a sweeping selection or products across many categories, Father’s Day sales tend to offer better deals that are focused on more specific products or product categories. Allow this to influence your own marketing strategy.
Insider Tip
Rely on your analytics to help you understand consumer behavior and effectively target each segment.
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Duration: June
Overview: Pride Month commemorates the Stonewall Riots of 1969, a pivotal event in the fight for LGBTQ+ rights in the US. Today, Pride Month is a vibrant celebration of LGBTQ+ culture and achievements, promoting acceptance and equality. Modern-day observances include parades, festivals, and various events that highlight the community’s diversity and resilience. These events draw millions of participants and spectators.
Here are some of the biggest Pride celebrations in the US:
NYC Pride is the largest and most iconic Pride celebration in the United States. Festivities include the famed Pride March and PrideFest street fair (June 30, 2024), which together attract millions of participants and spectators. NYC Pride serves as a symbol of LGBTQ+ pride and activism, drawing people from all over the world to celebrate diversity and equality.
Started in 1970, San Francisco Pride is a historic celebration of LGBTQ+ rights. The event features a large parade down Market Street (June 30, 2024), a two-day festival in Civic Center Plaza, and numerous parties and events throughout the city. San Francisco Pride sees nearly one million attendees every year.
Los Angeles Pride, also known as LA Pride, takes place in West Hollywood and is one of the largest Pride events on the West Coast. The celebration includes a parade, a music festival, and a variety of community events. LA Pride is known for its star-studded lineups and vibrant nightlife, making it a major cultural event in Southern California. The event attracts thousands of attendees and highlights the diverse and dynamic LGBTQ+ community in the region.
Insider Tip: A Gallup study found that more than one in five Gen Z adults, ranging in age from 18 to 26 in 2023, identify as LGBTQ+, as do nearly one in 10 millennials (aged 27 to 42). The percentage drops to less than 5% of Generation X, 2% of baby boomers and 1% of the Silent Generation.
While brands can’t afford to ignore these evolving consumer identities, navigating social issues while upholding core values can be incredibly challenging (e.g., Bud Light and Target). Token gestures like rainbow-themed products or superficial support in June are simply not enough. Brands need to provide consistent and sincere support all year round to avoid appearing opportunistic or exploitative. Here are a few places to start:
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Duration: June
Overview: Summer music festivals in the US have a rich history dating back to the 1960s, when events like Woodstock became iconic symbols of music and counterculture. Today, these festivals have evolved into massive events that attract global audiences, showcasing a diverse range of musical genres and fostering a sense of community and cultural expression. Festivals like CMA Fest (June 6-9, 2024), Governors Ball (June 7-9, 2024), and Bonnaroo (June 13-16, 2024) are not just about music; attendees often camp on-site, participating in shared experiences and cultural phenomena that influence fashion, technology, and social trends.
Compared to previous years, many festivals are experiencing lower attendance and enthusiasm in 2024. Several factors contribute to this trend, including high costs, logistical challenges, and a shift in generational interests. More specifically, Gen Z's preference for smaller social circles and less interest in large, party-oriented events has impacted festival attendance.
Despite the dip, many industry pros maintain a positive outlook. According to JamBase. California historically dominates US festival counts and is on track to maintain the title with 111 festivals for 2024, followed by vibrant scenes in Florida, New York, Colorado, and Texas. As a whole, the US leads the database each year with 2024 on pace to potentially exceed 2019’s 1140 festivals total (2023 came close with 1120).
Insider Tip: JamBase also reports that nostalgia is showing up as a dominant trend in festival lineup curation. While EDM artists historically dominate bookings every year, there is a rising return to festival stages of 90s/2000s pop-punk and nu-metal “legacy” acts in 2024 including, The Offspring, Avril Lavigne, Sum 41, and Limp Bizkit — none of whom or the likes of whom had more than a handful of festival plays in the previous four years. This is a great opportunity to inject 90s nostalgia and pop culture influence into your marketing efforts, which may include:
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Duration: June
Overview: Summer marks the end of the school year and the start of summer vacation. The start of a three-month break from school, combined with warmer weather, has historically made June an ideal month for families nationwide to vacation together. In modern culture, travel plays an important role in contributing to personal enrichment and economic activity.
The 2023 US Family Travel Survey reveals that beach vacations (54%), visiting family and friends (49%), and visiting museums and cultural attractions (41%) are the most common family travel types. Further, domestic travel as a whole tends to be the more favorable option for family vacations as it offers a wider range of options for different budgets and interests. Here are a few popular destinations and their respective attractions:
Activities: Visit Walt Disney World, Universal Studios, SeaWorld, and LEGOLAND. Enjoy family-friendly resorts and water parks.
Activities: Explore geysers like Old Faithful, hike scenic trails, and go wildlife spotting for bison, elk, and bears.
Activities: Visit the San Diego Zoo, LEGOLAND California, and SeaWorld San Diego. Relax on beaches and explore Balboa Park.
Activities: Tour the Smithsonian museums, visit the National Mall, and see landmarks like the Lincoln Memorial and the U.S. Capitol.
Activities: Enjoy the beach, visit amusement parks like Family Kingdom, play mini-golf, and explore the Myrtle Beach Boardwalk and Promenade.
Insider Tip: To align with the travel habits and preferences of families, consider the following tips.
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June offers a wealth of opportunities for online sellers to connect with their audience through significant events, trends, and celebrations. By leveraging these insights, you can create targeted and impactful marketing strategies that resonate with your customers.
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