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.