Even with a pandemic and protests happening all around the country, customers are determined not to forget dear ol’ dad this month.

In fact, The National Retail Federation expects them to spend more than ever before for Father’s Day, with the average shopper shelling out $138 on everything from gift cards to special outings to home improvement supplies.

Anticipating this windfall, top national retailers are out in full force with gift guides and other unique content that’s geared to help them get as much of that Father’s Day spend as possible.

Putting your best foot forward is key to successful marketing in any industry—but it’s particularly so in the footwear category.

If you’ve made it this far, we have good (maybe bad?) news: that will not be the last of our shoe puns in this blog. Proceed with glee if groan-worthy jokes are right up your alley.