Unlike Mother's Day cards, cards for Father's Day are a purchase that most women thoughtfully plan out. So instead of an impulse purchase, women plan and strategize where they are going to purchase their Father's Day cards and products.

In order to capture the female demographic's attention, you have to carefully lay out your exposure to the concept of purchasing the Father's Day cards by increasing store awareness, offering sales and staying at the top of women's minds as far as the point of purchase. The goal with women is to turn them into loyal, repeat customers.

You also want to make sure that you have a quality inventory of cards for Father's Day. Consider specialty cards like homemade Father's Day cards, custom Father's Day cards, funny Father's Day cards or Father's Day cards with sound as unique options.

In order to find your way into the female demographic's radar, try any or all of the following:

1. Start a frequent purchasers club. In exchange for a slight discount, you can collect their personal information and voila- you have the contact info for your core customer base.

2. Send newsletters, coupons, e-newsletters and e-coupons to drive traffic into your store.

3. Hold promotional events in conjunction with your Father's Day cards and products.

Action Steps
The best contacts and resources to help you get it done

Purchase Father's Day cards from the big distributors

Two of the largest card companies in the US let you sell their products in your store.

I recommend: Hallmark has business opportunities in the following fields: opening your own Hallmark, offering a product line or adding a Hallmark department to your store. American Greeting sells their product lines through a site called InterGreet.com.

Consider selling a line of homemade Father's Day cards or products

Card designers that have their own lines often make Father's Day cards by hand. A misconception about hand made products can be that they are of poor quality. That is not the case. There are many fine designers with quality products who would love to sell their line through your store location.

I recommend: Check out the work of the artists at Etsy. The quality of the cards and products is phenomenal, and you can probably work out a wholesale deal instead of having to purchase each card individually. Emele - Handmade Cards and Gifts is another handmade card vendor.

Rack up the Father's Day cards

When you order Father's Day cards, don't forget the display.

I recommend: Displays2Go offers a free standing revolving wire rack. Fine Art-World offers a wide variety of wire and acrylic display options. Clear Solutions Displays offers an acrylic option, and Expanda-stand has a uniquely designed option.

Tips & Tactics

Helpful advice for making the most of this Guide

• •  Note that free Father's Day e-cards are your competition. Who can't turn down free? The trick is, though, convincing your customer that he or she needs the paper card to make a more lasting impression.