Commentary

Double Down On Dad's Day

In 1909, Sonora Dodd, raised alone by her father, listened to a Mother's Day sermon and conceived the idea for Father's Day. She held a Father's Day celebration a year later, and by 1956 Father's Day had been recognized via a Joint Resolution of Congress. In 1972, President Richard Nixon established a national observance of Father's Day to be held on the third Sunday in June.

A day born in memory and gratitude by a daughter who thought her father should be honored with a special day has turned into an expected $18.8 billion retail holiday, according to a new Brand Keys survey. The firm polled a national sample of 5,800 men and women, 18-65 years of age, asking if, and how, consumers plan to celebrate Father’s Day. Polling found that the 2016 average spend for Dad is moving up six percent.

Robert Passikoff, founder and president of Brand Keys, notes that “… up 6% is twice the increase of last year… equal to the increase for Mother’s Day 2016… steady economic conditions and consumer confidence are fueling holiday sales… “

The survey reports a slight increase in the number of consumers celebrating Father’s Day (78%, +2%). Retailers are looking at an average spend of $157.00 on Dad, with relatively equal spends between Women and Men ($161.00 and $153.00 respectively.

The biggest increases in gift choice are in clothing, says the report. All other categories were relatively stable for 2016, with very slight decreases for Tools (-5%) and smartphones (-3%). Respondents are planning to buy gifts for Dad in these categories.

Father’s Day 2016 Gift Plans

Planned Father’s Day Gifting

% of Respondents

Change From 2015

Gift cards

40%

-2%

Clothing

35%

+5%

Tools

20%

- 5%

Electronics

18%

+2%

Wine & Spirits

15%

+5%

Home Improvement

15%

+1%

Sporting Goods

14%

+1%

Automotive

10%

-0-

Spa Services

10%

+2%

Smartphones

9%

- 3%

Books/eBooks

5%

+3%

DVDs/CDs

2%

-0-

Source: Brand Keys, June 2016

When it comes to “brick and mortar” stores, and perhaps reflecting a willingness to spend a bit more this year, Specialty Outlets are up again by 2%, says the report.

Where Consumers Are Shopping for Dad

Stores Shopped

% of Respondents

Change From 2015

Department Stores

39%

- 3%

Discount Stores

36%

+1%

Online

34%

+1%

Specialty Outlets

22%

+2%

Catalog

1%

- 1%

Source: Brand Keys, June 2016

But, whatever they buy and wherever they buy it, in addition to the 70% of people who intend to send Father’s Day cards, people intend to “connect” with Dad at levels and outreach similar to those of last year, concludes the report.

  • Phone   52%
  • Personal Visits   30%
  • Online   25%

For additional information from Brand Keys, please visit here.

 

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