• by Sarah Mahoney  @mahoney_sarah, June 2, 2023

Carter's is giving some unsuspecting dads-to-be one heck of a news flash. A Father’s day-themed contest is inviting  moms to enter -- for a chance to share their pregnancy news on hometown billboards and the company's website.

Called "Dad's Big Announcement," winners of the contest for moms-to-be will see their news go live on Father’s Day. Up to six families will be selected, and in addition to the out-of-home and web exposure, they’ll also get a $500 Carter's gift card.

"Pregnancy announcements have always been special moments for families," says Jeff Jenkins, executive vice president of global marketing for the Atlanta-based company. "This year, we wanted to help create an unforgettable moment by surprising soon-to-be-dads or grandpas with the ultimate Father's Day announcement and gift."

In an email to Marketing Daily, Jenkins says the intention is to combine national reach with hyperlocal impact. The company, which also owns OshKosh B'Gosh, gets hundreds of thousands of visitors on its site each day, who will all see the announcements.

The local billboards in communities add a more intimate punch. That way, he says, "the reveal strategy targets both national and regional audiences."

He says the company is promoting the effort on its social channels.

The effort breaks as experts predict spending linked to Father's Day to set new records. The National Retail Federation projects that spending for dads will reach $22.9 billion this year, a record. That's up from $20 billion last year and the previous record of $20.1 billion in 2021.

Roughly three-quarters of those in its survey plan to celebrate somehow, spending about $196 per person, up from $172 last year.

People plan to buy gifts not just for dads and stepdads but also for husbands, brothers and sons.

The segment spending the most is between 35 and 44, the NRF reports. Clothing is the top gift item, followed by occasions such as brunch, dinner or concert tickets.

The survey, conducted by Prosper Insights & Analytics, is based on responses from 8,400 consumers.