• by Sarah Mahoney  @mahoney_sarah, May 31, 2011

Looks like people think Dad is worth a splurge: A new survey from the National Retail Federation reports that Americans say they will spend $11.1 billion on Pop this year, an all-time high for the eight-year-old survey.

That works out to about $106.49 per celebrant, up from $94.32 last year. Men, who are a smidge more likely to observe the day (75.9% versus 75.2% of women), are also more likely to be consciously upping the ante, with 14.5% saying they plan to spend more than they did last year, compared with 12.8% of women.

The most popular gift is a special outing this year, with 42.3% of survey respondents saying they plan to take Dad somewhere special, like golfing, eating out or to the movies.

Clothing -- including the dreaded necktie -- will be the choice of 38.2% of shoppers, closely followed by gift cards and gift certificates (36.9%). Books and CDs are also a popular choice (25.3%), as are consumer electronics (18.5%). And 67.5% of the survey, conducted by BIGresearch and based on about 8,300 adults, plan to buy a greeting card.

Marketers, of course, are already setting their sights on the June 19 event as the perfect day to give everything from a cell phone to a wristwatch. Some are using mostly social media. Callaway Golf Co., for example, has teamed up with Justin Timberlake for a Facebook promotion that will give a winner and a guest a round at Mirimichi, a golf course in Millington, Tenn., as well as the chance to hit a few with Timberlake, a Callaway Golf staff professional since 2008 who learned to play with his dad. (The two own Mirimichi.)

And Sears is reprising its "Unsung Heroes: Dads Making a Difference" Father's Day contest. The Sears Blue Tool Crew contest is seeking entries that spotlight the work of fathers who use their tools to do good works for their communities. The grand prize winner will get items worth a total $30,000 for use in his community project.