By Arek Estall
But before you roll out a global Father’s Day campaign, we ask: is Father’s Day truly global?
Get your dates right
Father’s Day is pretty much a global event, barring a few exceptions.
The important factor to consider is that Father’s Day is celebrated at different times of year in different countries.
While in most countries including the UK and US it takes place on the third Sunday of June, in some countries the dates differ. Bulgaria celebrates on the 26th December, while many countries including Italy and Croatia opt for the earlier 19th March.
This is both an administrative nightmare and a great opportunity for companies that cash in on Father’s Day.
How international expansion can help spread risk
With dates ranging from February to December, by developing an international strategy, companies that stand to benefit from Father’s Day can plan a better cashflow. By making sales across the year, the income is more spread, and reduces the cashflow issues that can come with a seasonal business.
An added benefit of a multi-market approach is spreading risk. If sales in one country are weak, the others can cover the shortfall.
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