Dad’s day is almost here, and for weeks marketers have exhorted us to buy anything and everything – and everywhere. But like any holiday, the Father’s Day joy, hype and fuss will immediately cease come Monday, June 19.

And like clockwork shortly after that, retailers will inevitably bemoan that Mother’s Day is larger than Father’s Day in terms of sales.

It doesn’t have to be this way.

To the optimist, that disproportion is merely an opportunity for growth. If when comparing those holiday sales the supposed disparity is a source of complaint, marketers should seize that chance to even the score.

That’s because a boost in revenue can happen by looking beyond Father’s Day. Yes, it’s predictable and expected to see plenty of dad-centric marketing in June, but then it often stops shortly after. Those companies who pander to dad but once a year are missing the opportunity to focus on dads for more than just a holiday. The mindset to include dads in advertisements should permeate everything a marketing department does, and brands should embrace dads year round.

Even still, the holiday shouldn’t just be about dads – that would be missing the point. Kids should also be acknowledged, who made them dads in the first place. Without them, there’s no Father’s Day. The same goes for moms, who make dads better men through their support and love.

Some claim that dads are difficult to buy for on Father’s Day, but why? Is it possible that those people, too, are as guilty as many corporations across America? Dads have plenty of passions, hobbies, and interests, so more than likely, those people simply never bothered to talk to dad. And isn’t the “butt of jokes” gift-buying-shtick for Father’s Day getting a little old? Mom ends up with meaningful, thoughtful gifts like chocolate and flowers, but dad? So often it’s the tacky tie he’ll never wear, or the mounted talking fish, or some other “let’s poke fun at dad” gift. Those gifts certainly have their place and they may provide a short-lived funny family moment, but so often they ultimately come off as corny, embarrassing, and useless. Companies would do well to promote expressive and sentimental gifts, if not merely worthwhile and important ones. For instance, national retailer Brad’s Deals, who questioned over 700 of its shoppers in 2016, found the number one gift customers wanted to give their dad was simply spending time with him.

The real secret to happiness on Father’s Day is time – give dad plenty of it.

The spectacle of Father’s Day can go beyond just gift shopping, too. It should include targeting dads themselves, who may have been eyeing a product or service, allowing them to lay subtle hints at their loving family.

Dads want to feel special on Father’s Day – and every day – and marketers can play a big hand in that because it will help nurture stronger customer relationships.